NEW YORK--(BUSINESS WIRE)--May 2, 2025--
Today, in honor of Asian Pacific American Heritage Month, Maybelline New York, Bustle Digital Group (BDG), and community partner Gold House launched “Face the Difference” — a bold new campaign on the cover of Bustle that celebrates the broad spectrum of Asian Pacific Beauty for the first time on a national scale. More than just a showcase of beautiful faces, “Face the Difference” spotlights the Asian Pacific leaders who are changing culture and driving their industries forward — across fashion, entertainment, business, activism, and beyond.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250502265361/en/
“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:
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 https://www.bustle.com/beauty/face-the-difference-celebrating-asian-pacific-beauty
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.
1 Source: Gold House Gold Paper 2024
2 Source: Nielsen Reaching Asian American Audiences 2024
Photographer: Lenne Chai
DUBAI, United Arab Emirates (AP) — U.S. President Donald Trump said Iran wants to negotiate with Washington after his threat to strike the Islamic Republic over its bloody crackdown on protesters, a move coming as activists said Monday the death toll in the nationwide demonstrations rose to at least 544.
Iran had no immediate reaction to the news, which came after the foreign minister of Oman — long an interlocutor between Washington and Tehran — traveled to Iran this weekend. It also remains unclear just what Iran could promise, particularly as Trump has set strict demands over its nuclear program and its ballistic missile arsenal, which Tehran insists is crucial for its national defense.
Meanwhile Monday, Iran called for pro-government demonstrators to head to the streets in support of the theocracy, a show of force after days of protests directly challenging the rule of 86-year-old Supreme Leader Ayatollah Ali Khamenei. Iranian state television aired chants from the crowd, who shouted “Death to America!” and “Death to Israel!”
Trump and his national security team have been weighing a range of potential responses against Iran including cyberattacks and direct strikes by the U.S. or Israel, according to two people familiar with internal White House discussions who were not authorized to comment publicly and spoke on condition of anonymity.
“The military is looking at it, and we’re looking at some very strong options,” Trump told reporters on Air Force One on Sunday night. Asked about Iran’s threats of retaliation, he said: “If they do that, we will hit them at levels that they’ve never been hit before.”
Trump said that his administration was in talks to set up a meeting with Tehran, but cautioned that he may have to act first as reports of the death toll in Iran mount and the government continues to arrest protesters.
“I think they’re tired of being beat up by the United States,” Trump said. “Iran wants to negotiate.”
He added: “The meeting is being set up, but we may have to act because of what’s happening before the meeting. But a meeting is being set up. Iran called, they want to negotiate.”
Iran through country's parliamentary speaker warned Sunday that the U.S. military and Israel would be “legitimate targets” if America uses force to protect demonstrators.
More than 10,600 people also have been detained over the two weeks of protests, said the U.S.-based Human Rights Activists News Agency, which has been accurate in previous unrest in recent years and gave the death toll. It relies on supporters in Iran crosschecking information. It said 496 of the dead were protesters and 48 were with security forces.
With the internet down in Iran and phone lines cut off, gauging the demonstrations from abroad has grown more difficult. The Associated Press has been unable to independently assess the toll. Iran’s government has not offered overall casualty figures.
Those abroad fear the information blackout is emboldening hard-liners within Iran’s security services to launch a bloody crackdown. Protesters flooded the streets in the country’s capital and its second-largest city on Saturday night into Sunday morning. Online videos purported to show more demonstrations Sunday night into Monday, with a Tehran official acknowledging them in state media.
In Tehran, a witness told the AP that the streets of the capital empty at the sunset call to prayers each night. By the Isha, or nighttime prayer, the streets are deserted.
Part of that stems from the fear of getting caught in the crackdown. Police sent the public a text message that warned: “Given the presence of terrorist groups and armed individuals in some gatherings last night and their plans to cause death, and the firm decision to not tolerate any appeasement and to deal decisively with the rioters, families are strongly advised to take care of their youth and teenagers.”
Another text, which claimed to come from the intelligence arm of the paramilitary Revolutionary Guard, also directly warned people not to take part in demonstrations.
“Dear parents, in view of the enemy’s plan to increase the level of naked violence and the decision to kill people, ... refrain from being on the streets and gathering in places involved in violence, and inform your children about the consequences of cooperating with terrorist mercenaries, which is an example of treason against the country,” the text warned.
The witness spoke to the AP on condition of anonymity due to the ongoing crackdown.
The demonstrations began Dec. 28 over the collapse of the Iranian rial currency, which trades at over 1.4 million to $1, as the country’s economy is squeezed by international sanctions in part levied over its nuclear program. The protests intensified and grew into calls directly challenging Iran’s theocracy.
Nikhinson reported from aboard Air Force One.
In this frame grab from video obtained by the AP outside Iran, a masked demonstrator holds a picture of Iran's Crown Prince Reza Pahlavi during a protest in Tehran, Iran, Friday, January. 9, 2026. (UGC via AP)
In this frame grab from footage circulating on social media from Iran shows protesters taking to the streets despite an intensifying crackdown as the Islamic Republic remains cut off from the rest of the world in Tehran, Iran, Friday, Jan. 9, 2026.(UGC via AP)
In this frame grab from footage circulating on social media from Iran showed protesters once again taking to the streets of Tehran despite an intensifying crackdown as the Islamic Republic remains cut off from the rest of the world in Tehran, Iran, Saturday Jan. 10, 2026. (UGC via AP)
