WHO WHAT WEAR

It's 2021, and These 28 Female-Founded Beauty Brands Are Thriving

by Jasmine Fox-Suliaman

One of the best parts of my job (aside from testing out curly-hair products or getting beauty founders to share their skincare secrets) is the opportunity to discover new beauty brands and the founders behind them. There’s something magical about unearthing what seems like a hidden gem or spotlighting a new business, and in 2021, it’s clear that championing female-founded businesses is more important than ever. COVID-19 has disproportionately impacted women, with estimates that 47 million women will be pushed into extreme poverty, causing the wage gap to increase. 

Basically, our strides toward gender equality within the workspace are slipping (a recent study from the U.S. Chamber of Commerce showed female-owned businesses struggling more than their male counterparts), which is all the more reason to rally behind female founders—not just for International Women’s Day and Women’s History Month, but always. If you’re not sure where to start, don’t fret. Ahead, you’ll hear from 29 female founders of beauty brands about their mission, tips for aspiring entrepreneurs, and their hero products. Prepare to be seriously inspired.