Tammy Yi guides No Manners through her career, work with Asian celebrities and how heritage shapes beauty artistry.
Hairstylist and makeup artist Tammy Yi can trace back the exact moment that sparked her interest in beauty. At 15 years old, Yi worked at the chain bookstore Borders. While shelving books, she discovered Making Faces by Kevyn Aucoin, considered the makeup artistry bible. Yi became instantly fascinated by the transformational power of makeup artistry. This moment led Yi to work behind the counters of Nordstrom and Dior Cosmetics.
After years of retail work, Yi decided her next step would be in Los Angeles, where she started freelancing and, in her words, took any opportunity that’d allow her to get her foot in the door.
Today, she has made a name for herself by crafting subtle yet expressive beauty looks for celebrities, using techniques that honor her clients’ heritage and rewrite beauty narratives. The artist has been responsible for Chinese actor Poppy Liu’s hair and glam and has helped shape Audrey Nuna’s signature avant-garde image.
On Growing up Asian American
Long before Korean pop culture and products forged a presence in the United States, finding a place among niche audiences first and eventually reaching mainstream recognition, Korean immigrants built a network of shops and markets filled with goods that catered to their needs. That’s where Yi was introduced to K-beauty and got her hands on Korean cosmetics for the first time. Throughout her youth, the hairstylist and her family visited the Korean stationery store Morning Glory every month. Along with her purchase of motif-covered paper goods and writing utensils, Yi received K-beauty gifts.
Similarly, the local Korean media rental store introduced Yi to Korean pop culture and beauty trends. Korean pop music (famously coined as K-pop) might be a global force today—according to the market research platform Gitnux, the K-pop industry was estimated to be worth $5.8 billion in 2020—but it was once a niche music scene in the United States. Yi discovered it through rented VHS tapes.
“My sisters and I used to go to the Korean VHS store to rent the weekly Top Ten music countdown to watch all the K-pop performances. Roo’RA, S.E.S., Fin.K.L., TURBO, and H.O.T. definitely influenced my interest in beauty trends as a young adult,” Yi tells No Manners.
Yi’s early exposure to K-pop and K-beauty helped shape how she interprets beauty and gave her the cultural understanding to see and craft beyond mainstream beauty. “Growing up in America, my Asian heritage exposed me to different standards of beauty,” she explains. “I can appreciate and love both styles of beauty.”
Navigating the Industry as an AANHPI creative
Just like her Asian heritage has shaped Yi’s approach and understanding of beauty, it has also influenced her work ethos. More than two decades into her career, the artist is comfortable recognizing the benefits and limitations it has entailed. “I think as an Asian American we were always taught to just do the work and don’t complain,” she says. “That can easily be taken advantage of in the freelance world in entertainment. I believe that in many ways my work ethic has helped me in my career but also has held me back from getting some things I deserve if I had spoken up.”
“There are times I will be hired for being an Asian woman, but I’m sure there are times that I won’t be hired because I’m an Asian woman but I wouldn’t know or be told,” she adds, asked about the challenges she has faced as an AANHPI woman working in the industry.
As for the perks, Yi says, she takes great pride and feels extremely grateful to work with standout Asian talent. A quick scroll through her portfolio will offer just a glimpse of her all-encompassing work, from editorials and advertising to red carpet beauty.
Among her repeat clients are the likes of Squid Game’s Lee Jung Jae, comedian, actor and writer Sherry Cola and Claws’ Jenn Lyon.
The makeup and hair artist has also lent her talent to craft outstanding glam moments for Korean rapper Audrey Chu (best known as Audrey Nuna). In 2025, the star landed her breakout role as the singing voice for Mira in the animated film KPop Demon Hunters. Promoting and reaping the success of the movie, the singer has become an unmissable presence at events and red carpets, from Fashion Week to the Grammys and the Academy Awards.
Yi is one of the professionals helping Nuna curate minimal grunge-infused glam, where purposeful blush placement, dark matte lipstick and luminous skin take center stage.
Chinese actress Poppy Liu’s intricate hair looks, where braids and sleek up-dos stand out, are another example of Yi’s artistry.
Yi treats each client as a completely bespoke experience.
The process is collaborative and respectful of their heritage. “With my Asian talent, I try to stick to styles of beauty that will amplify Asian beauty and not cross any lines of appropriation of other cultures,” she says. “Research is important, and knowing what will work and what won’t work with each client. Creating a mood board is really helpful in translating the vibe of the shoot or look.”
“I love seeing the AANHPI representation growing within the entertainment and music space in the US. And with my work I try to support Asian owned beauty brands and small businesses,” she adds.
Intentionally trying to fill her kit with Asian owned brands, Yi has made products and names like the BIODANCE Bio-Collagen Real Deep Mask, the Madagascar Centella Line from SKIN1004, and Pyunkang Yul skincare her beauty grail. Products from Orcé Cosmetics and T3micro hot tools are also part of her kit.
What’s Next for Asian American Creatives?
Since the first Asian Pacific Heritage Month was celebrated in 1990, the AANHPI movement has added more nuance to its acronym and become a social and political force. In recent years, in particular, advocacy and the community’s work in audiovisual media have propelled AANHPI creatives to the forefront of entertainment and pop culture.
Throughout her 23-year career, Yi has watched the movement grow behind the scenes. As an insider, the artist is amazed by its growth. “As a Korean-American, it’s wild to me to have been able to work with the trailblazing talent in Asian cinema that has broken through Hollywood,” she says. “Movies and shows like Parasite, Squid Games, and KPop Demon Hunters have really increased the visibility of the AANHPI community, and I’m honored to have been able to work with the talented people who have created these iconic shows and films.”
I take great pride and feel extremely grateful to work with such amazing Asian talent. I love seeing AANHPI representation growing within the entertainment and music space in the US.
— Tammy Yi
The current state of the movement is important, but the artist looks forward to the next chapter. “I’d love to see us get to a point in the industry that we won’t have to talk about representation anymore cause it will be just normal to see us [AANHPI creatives] in television and film here in America.”
Until the media reaches that point, Yi says she will continue to hone her craft with people and projects that resonate with her work ethos and expand her understanding of the world. “I genuinely want to just work with kind and genuine clients. I’ve worked with people from all over the world and I always love learning something new from each person I engage with. When you can be creative and have fun at the same time, that is the dream.”
Her word of advice for the next generation of beauty professionals? Keep practicing and learning new techniques. “Makeup and hair[styling] is a craft that will always be evolving. Continue to be curious, and it will only inspire you to evolve as an artist. Also be patient with yourself. There will be a lot of ups and downs in your career, so if you learn to balance your energy, you will have more longevity in your career.
