Largest Asian Pacific Beauty Campaign in History Debuts with Cultural Changemakers by Maybelline New York, Bustle, & Gold House
'Face the Difference' features the most ambitious photoshoot in Bustle's history — a meticulously curated lineup of 40 trailblazers from across the Asian Pacific diaspora. Despite growing cultural influence, 1 in 3 Asian Pacific consumers still report seeing very few or no diverse Asian Pacific faces or cultures represented in advertising content 1 — and are the most likely identity group to buy from brands that represent them in ads 2. The campaign, developed by Asian Pacific creatives, is a response to that disparity, showcasing the beauty, power, and multifaceted identities of Asian Pacific leaders shaping culture today.
Featured talent highlights include:
TV personality and content creator Jenn Tran who was the first Asian American lead on The Bachelorette
Olympic medalist Maia Shibutani who, along with her brother, became the first Asian American ice dance couple to be inducted into the U.S. Figure Skating Hall of Fame and just announced their return for the 2025-26 Olympic season
Creator, Host, and Bestselling Author Drew Afualo who has used her platform to empower her community and is leading the new wave of the creator economy
Fashion Designer Kim Shui who crafts new age, heritage-driven fashion
Partake Foods CEO & Founder Denise Woodard whose multi-million dollar cookie phenomenon was born to solve snack time for her own daughter's food allergies
Restaurateur Jenn Saesue who is building her own hospitality empire with cultural authenticity in a male-dominated industry
Global Brand President of Maybelline New York Trisha Ayyagari who has led the brand through a bold era of innovation, inclusivity, and purpose-driven marketing
President of Maybelline New York, Garnier, and essie USA, Amy Whang who has championed initiatives like the strategic partnership with Gold House to promote Asian Pacific representation
The campaign's focus on 40 changemakers is a powerful nod to Maybelline New York's Fit Me Matte + Poreless Foundation, which features 40 true-to-tone shades and was one of the first mass beauty lines to champion true comprehension in shade matching.
'Maybelline New York has long championed the idea that beauty is for everyone,' said Alex Wang, Brand Marketing Director of Maybelline New York. 'This campaign is a powerful extension of that legacy, celebrating the strength and richness of the Asian Pacific community through a modern, comprehensive lens with our wonderful partners at Bustle Digital Group and Gold House.'
'Face the Difference' also reflects the deepening strategic partnership between Maybelline New York and BDG, built on a shared mission to tell bold, culturally resonant stories that drive the beauty industry forward. BDG's trusted editorial voice, creative vision, and ability to convene the most relevant talent have made it a leading partner for brands seeking to build authentic connections with modern audiences.
'We are honored to partner with Maybelline New York and Gold House on Bustle's biggest photoshoot yet, centering the broad spectrum of beauty in the Asian Pacific community in a truly impactful way,' said Charlotte Owen, Editor in Chief of BDG. 'We are thrilled to debut 'Face the Difference' and continue incorporating this type of rich, inclusive storytelling through our editorial brands.'
To view the full campaign, visit
About Bustle Digital Group (BDG)
BDG is home to 11 brands, reaching the largest millennial and Gen Z audience in the U.S. Our trusted publications empower, entertain, and engage millions of young readers through storytelling and commentary on lifestyle, entertainment, technology, gaming, parenting, and more.
About Maybelline New York
Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York's mission is to offer innovative, accessible, and effortless cosmetics for all. In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $20 million over the next five years to global and local organizations. For more information log on to www.maybelline.com or www.maybelline.com/bravetogether.
About Gold House
Gold House is the home of collective power where leaders unite to forge culture. Our innovative programs and platforms include membership systems and events to fortify relationships among the Asian Pacific community and with other marginalized communities (#StopAsianHate); first-of-its-kind investment vehicles and accelerators to propel the next generation of top Asian Pacific founders, creatives, and leaders (Gold House Ventures, Creative Equity Fund); and industry-leading research, consulting, and marketing to promote authentic and affirming portrayals (Gold Story Consultation, Gold Open, Gold List, A100 List). To learn more, visit www.goldhouse.org or follow @GoldHouseCo on Instagram, Facebook, X/Twitter, Threads, and LinkedIn.
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Forbes
3 hours ago
- Forbes
How Camp VC Is Redefining Adventure, Feminism, And Freedom For A New Generation
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Tom's Guide
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How to watch 'King of the Hill' season 14 online from anywhere
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Los Angeles Times
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Scottie Scheffler's role in ‘Happy Gilmore 2' is an unexpected gift for golf fans
This is a story about a movie that saved a sport. OK, that's a stretch, but only a little one. Scottie Scheffler is the No. 1 golfer in the world. Has been for a couple of years. He has won two Masters titles, one PGA Championship and the recent British Open, as well as an Olympic gold medal. He is so good that somebody ought to check his golf balls for tiny magnets that hook up to the cups on the greens. So far this year, by slapping a little white dimpled ball around in the grass, he has won $19.2 million. He has yet to turn 30, but his overall income, just from golf tournaments, is around $90 million. This guy is so good that his caddie, Ted Scott, is estimated, at the normal 10% of winnings, to have pocketed about $5 million. For carrying a bag. So, what's the problem? Scheffler is so good that he might also be sparking a trend called remote remorse. You really want to watch, but once he gets ahead by a couple of shots, there is nothing left. No drama, no possible twist and turn, no chance of any excitement. Other players in those tense, title-on-the-line final holes, dunk a shot into the water or bury one so deep in the sand that their only choice of club is a shovel. Not Scheffler. He is a 6-foot-3 human robot whose veins circulate ice water. When the going gets tough, Scheffler yawns. So, you see this and you know what is coming next — final putt, arms raised in satisfaction, a hug for his multi-millionaire caddie, the mandatory TV interview with the apparently mandatory British-accent female sportscaster, who will always start with, 'How does this feel?' You, and millions more, click the button on your remote for something more interesting, like HGTV or the Gardening Channel. When Scheffler gets ahead in the final round like that — which is almost always — it is game over. He can squeeze the drama out of a golf tournament like Bill Belichick could out of an NFL postgame interview. Certainly, you say, Tiger Woods used to win lots of tournaments by lots of big margins and that never seemed boring. That's because it wasn't. Tiger was animated, angry, annoyed, analytical, fed up with some part of his game, charged up over another part, mad at a reporter, upset with his agent. Tiger could win by eight, occasionally did, and it was still must-see TV. When Tiger was at his best, nobody could beat him and the public loved him and just wanted more. Scheffler is currently at his best and the public certainly is terribly impressed and, sadly, kind of meh. Tiger was a pound-on-the-table-and-shout-at-the-TV kind of player. Scheffler is a nod and a shrug. But there is hope. Hollywood has intervened, as only Hollywood can. Twenty-nine years ago, an up-and-coming comic named Adam Sandler made a movie inspired by one of his New England friends, who was a great hockey player and could also hit a golf ball a long distance with a hockey stick. Sandler called the movie 'Happy Gilmore' and found a wide audience that loved it for its irreverence about a game that flaunts hushed reverence. Among the highlights was an on-course fistfight between Happy Gilmore (Sandler) and aging TV game show host Bob Barker. Barker won by KO. The movie was hilariously overdone slapstick. It was a gut-laugh-a-minute. It was so stupid and wacky that it was wonderful. Now, Sandler has made 'Happy Gilmore 2,' and it is again a must-see for all the reasons that the original was. Plus the cameo appearances. Especially one by Scheffler. In the movie, Scheffler is good, funny, fun. He doesn't have a lot of lines, but he has perfect timing. He punches a guy out on the green and the cops come and haul him away. 'Oh, no. Not again,' he says. Remember, earlier this year, when Louisville cops hauled him away and put him in an orange jail suit, when he was accused of making a wrong turn while driving into the golf course at the PGA Championship, a tournament that he would eventually win? Well, Sandler and his writers made hay out of that, but more significantly, Scheffler played to it perfectly. After the movie punch-out, Scheffler is pictured in a jail cell, in an orange jail suit, as a guard asks, since he has been in that cell for three days, if he wants to get out. Scheffler replies, 'Ah, what's for dinner?' When he is told chicken fingers, he says, 'I think I'll stay another night.' Now, of course, none of that is knee-slapping stuff, but it is Scheffler, and the self-effacing comedy is a perfect image-enhancer, even if it is only in a stupid movie. It is so much better for golf fans to see Scheffler as a roll-with-the-punches fun guy, than an emotionless, ball-striking robot. Neither is totally accurate, but in this media world of image-is-everything, 'Happy Gilmore 2' has done wonderful things for this wonderful golfer. Even moreso, for his sport He will be all over your TV screens for the three-week FedEx playoffs. It starts Aug. 7 with a tournament in Memphis, followed by the next week in Baltimore and the grand finale Aug. 21 in East Lake, Ga., near Atlanta. For the playoffs, the PGA will distribute $100 million in prize money and the winner will receive $10 million. Scheffler, a likely winner, would then certainly be invited to appear on TV, especially the late-night shows such as Stephen Colbert and Jimmy Fallon. This would present another great image-building opportunity. He could show up in an orange jump suit.
