What does a woman want? All the things, starting with merch and services from women-owned brands. PureWow staffers are smart, avid customers across categories of fashion, accessories, food, home and wellness, and they're not shy in offering up opinions on, say, the best female-made cookie mix or swimsuit maker. We asked them to recommend their favorite products, and got a shopping resource we'll be buying from all year.
33 Women-Owned Brands to Shop During Women’s History Month (& Every Other Month)
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Are Women That Far Behind Men in Business Ownership?
According to the U.S. Census Bureau's Annual Business Survey (ABS), around 1.24 million (21.4%) of U.S. employer businesses were owned by women in 2020, the most recent data available. That's up from 1.1 million (19.9% ) of all firms in 2018, which is a climb toward progress, albeit slow-going.
Why Is Female Business Ownership Important?
According to Forbes, "[women] owning a business allows you to steer your own career course, set your hours and overcome the pay gap that pegs women to making just 79% of that which their male counterparts earn." Not only that, but business ownership has long been a reliable path to wealth, and since the pandemic, when women disproportionately left the work force, female business ownership is one creative solution to needing flexible work hours to care for family.
Strong female voices are increasingly making themselves heard in industries across the board, and the geniuses behind some of our go-to brands are showing us that success comes from making customers not only look and feel good, but also being champions of size inclusivity and diversity. So, with March being officially deemed as Women’s History Month, what better time to shine a spotlight on these deserving gals than now? Ahead, you’ll find 33 women-owned brands making moves and changing the world bit by bit to throw your support behind yesterday, today and tomorrow.
The Top 5 Women-Owned Brands at a Glance
1. Ilia Beauty
Best Clean Beauty Brand
• Why We Love It: wide range of colors, naturally derived
• Star Product: Multi Stick ($36)
Commerce editor Liv Kappler gives big love to Ilia Beauty: “It’s one of my absolute favorite makeup brands from the concealer to the multi sticks to the skin tint to the famous limitless lash mascara,” she says. "The products are just so good for a weightless, fresh and natural look. I love how clean the ingredients are and the fact that most of them are versatile. I can use the multi sticks on my cheeks, eyes and lips while the super serum skin tint has SPF 40 along with skincare ingredients like hyaluronic acid and niacinamide. The founder, Sasha Plavsic is so inspirational and such an ambitious pure soul.”
2. Ten Wilde
Best Statement Jewelry Brand
• Why We Love It: Variety of bold gold pieces, customizable necklaces
• Star Product: Olde English Nameplate Necklace ($42)
PureWow associate editor Chelsea Candelario has great style, so when she's flagging a brand, you know it's directional. Here's her say on Ten Wilde: "This brand has the trendiest and most fashionable gold jewelry out there. I'm always wearing their best selling Amalfi hoops and all their pieces are just so chic. It's also a Black-owned business and it's only been around since 2016!"
Best Cookie Brand
• Why We Love It: vegan and gluten-free options, pre-baked goods and easy-to-prep mixes
• Star Product: Crunchy Chocolate Chip Cookies ($17)
Sweet tooth much? Assistant editor Nakeisha Campbell is PureWow's staff chocolate aficionada and she's all about this baked goods brand. "I absolutely love Denise Woodard's Partake brand (particularly the chocolate chip cookies—they're dangerous!). I like that they're tasty, not overwhelmingly sweet and free of common allergens. Their brownie mix is also delicious and fudgey," she says.
4. Just Enough
Best Wine O'Clock Brand
• Why We Love It: each can = 8.5 ounces (that's a glass-and-a-half), each can reflects its vintage and international terroir
• Star Product: Just Enough Essential Set ($47)
VP Editorial Candace Davison recommends Just Enough Wines: "Founders Kaitlin Lo and Jessica Hershfield make canned wine that genuinely tastes GOOD. It contains no added sugar or concentrates, is vegan-friendly and is vetted by third-party analyses to ensure each variety's quality. I'm a fan of the red set, but you can't go wrong with a variety pack for an at-home tasting party."
Best Healthy Drink Brand
• Why We Love It: lattes made from adaptogens instead of coffee, flavors include mocha, chai and matcha
• Star Product: Sleepytime Superlatte ($28)
Roberta Fiorito is a fan of this adaptogenic latte mixer, and as the co-host of the PureWow podcast Royally Obsessed, she's got the inside scoop on the company: "Meghan Markle was the first investor for this female-founded instant latte biz!" Today the Cali-based company donates 1 percent of its monthly revenue to food justice, specifically with El Centro Santa Barbara, a Black, Indigenous, People of Color and LQBTQIA+ led organization working to address social and ecological inequities in the Lower Westside of Santa Barbara, California.
6. Awe Inspired
Most Creative Jewelry Brand
• Why We Love It: female empowerment message, variety of materials (sterling, gold vermeil, diamond)
• Star Product: Marsha P Johnson necklace ($200)
Commerce Director Nicole Briese is a fan of this jewelry brand. "Not only was it founded by a woman, the pieces celebrate awesome women throughout history (Cleopatra, Medusa, Ruth Bader Ginsberg), be they real or mythical in an effort to help women find their own inner goddess. Beyond that, it's consistently good quality (I have about five to six pieces), they're constantly coming out with new collections that are designed to layer with each other and they actually offer a decent silver selection—something that's not readily available with gold as the trending hue (and something that's super annoying for cool-toned women like me who don't like gold!).
Best Active Swimwear Brand
• Why We Love It: more than 30 colors, swimwear made for A to DD chests, matching shorts, bike shorts and leggings
• Star Product: Hi Tide Bottom ($85)
"I’m a little obsessed with swimwear and have to say, Left On Friday makes the most comfortable swimsuits I’ve ever worn," according to fashion editor Abby Hepworth. "It’s owned by two women who were frustrated with trying to find cute, classic swimwear that would stay put on active beach days (whether that means chasing after your kids or hitting the waves to surf). Having met with them on multiple occasions, I can attest that they really pay attention to what their shoppers have to say regarding fit and are dedicated to making the absolute best product possible for the greatest number of bodies. The suits are 100 percent worth it."
Best Clear Skincare Line
• Why We Love It: started by acne sufferers to share their solutions, line also includes aging skin remedies
• Star Product: Blackhead Dissolver Serum ($65)
"I've recently fallen in love with Clearstem products, which have managed to take over my entire skincare routine," says assistant editor Stephanie Meraz, "and my skin has never felt better or looked clearer. The cofounders created it for those with acne-prone skin (me) in mind, making sure that no pore clogging ingredients are included—they even have a blackhead dissolver serum. With combination skin, my face tends to get extremely dry in the winter, so the moisturizer and collagen stem cell serum are must-have products in my cabinet.
9. Jane Win
Best Collectible Jewelry Brand
• Why We Love It: giftable talismans, leather and silk cords as well as link chains
• Star Product: Protect Pendant Coin ($198)
Robert Fiorito, senior editor, branded content & cohost, Royally Obsessed podcast, is a fan of this female-owned, run and founded company that makes its jewelry in the US in 14K, 10K and gold vermeil. "It's gold talisman jewelry that comes beautifully packaged, with fans including Jill Biden and Debra Messing," she says.
Best NA Beverage Brand
• Why We Love It: all-natural ingredients and no added sugar, great floral, slightly bitter taste
• Star Product: new Fiore Frizzante 8 oz. cans ($6)
Wellness director Sarah Stiefvater has a new mocktail: Figlia. "I did Dry January for the first time this year and Figlia's Fiore nonalcoholic aperitivo was one of my go-tos. It tastes great, the branding is so chic and a percentage of proceeds go to Partnership to End Addiction, a non-profit that supports individuals and families impacted by addiction," she said.
11. Peak Scents
Best Vegan Skincare Brand
•Why We Love It: Well-priced, plant-based skincare
• Star Product: Hydrate + Calm Bundle ($24)
Marissa Wu, Associate Editor, SEO lauds this brand because it "makes sustainable, vegan skincare. You can recycle the glass or bring it in for a refill if you're local to the Flagstaff area. The rich formulas are great for dry skin and harsh winters!"
12. Fly by Jing
Best Spice Brand
• Why We Love It: multi-use spices, bright but not too hot flavors
• Star Product: Sichuan Chili Crisp (
Senior Food Editor Katherine Gillen swears by founded Jing Gao's Sichuan Chili Crisp ("so good!"), the 100% all-natural Sichuan chili sauce that's crafted in Chengdu, where Gao was born. The sauce, suitable for dumblings, noodles and according to the brand, ice cream, has a flavory that's simultaneously hot, spicy, crispy, numbing and deliciously savory.
Best Size-Inclusive Swimwear
• Why We Love It: classic shapes, long-torso options
• Star Product: The Malibu One-Piece ($98)
"Swimsuits for long torsos that actually fit and don't ride up your bum! Can I get a hallelujah?" asks VP editorial Candace Davison. "The fit and designs are great—so good Demi Moore collaborated with them—but it's also really cool to hear Melanie the founder's story about how she hustled to build a size-inclusive brand (from XS to 5XL) from scratch.
14. Varsity Pickle
Best Sportswear Brand
- Why We Love It: 50/50 poly-cotton fabrics, cute and wearable shapes
• Star Product: Oversized Vintage Varsity Pickleball Sweatshirt ($65)
Executive Editor Dara Katz gives a shout-out to a sportwear company devoted to America's fastest growing sport, pickleball. "Varsity Pickle...two best friends who started a pickle ball brand with the softest shirts and sweatshirts ever," she says.
Best Candle Brand
Why We Love It: Portion of proceeds contributed to animal welfare, 17 scents, reusable jars
• Star Product: Yin & Yang Honey & Musk Candle ($25)
Executive editor (and dog parent) Dara Katz loves this pet friendly small business candle maker. that gives a portion of each sale of its 40-hour, coconut soy-clean burning candles to animal welfare organizations.
Best Vacation Wear Brand
• Why We Love It: girls and adult sizing, fun prints
• Star Product: Amalfi Patchwork Button Down ($189)
"This NYC-based, woman-owned brand makes the cutest leggings and its latest collection is like pure White Lotus in all the best ways," says fashion editor Abby Hepworth. "It’s just so fun and cheery, and I love that it has both plus sizes and styles for girls (from toddler up to age 14) so even more gals can get in on the fun. And, yes, the leggings are 100 percent squat proof."
17. Hero Cosmetics
Best Blemish Patch Brand
• Why We Love It: Range of super fast blemish treatments, online quiz targets customer's exact issues
• Star Product: Mighty Patch Variety Pack ($14)
"Co-Founder/CEO Ju Rhyu's brand is known for their Mighty Patches (aka the best pimple patches ever) and I’ve gotten to try a whole host of their products all of which have been hits!" said Delia Curtis, PureWow editorial assistant. "Their new Micropoint patches are super innovative and really dig deep to get the gunk out. I also can attest to their Pimple Correct pen which has gotten blemishes cleared away in lighting speed and their Pore Release which has helped reduce blackheads."
18. Lisa Says Gah
Most Fun Clothing Brand
• Why We Love It: Playful prints, size inclusivity
• Star Product: Damson Madder striped shirt ($65)
If dressing head-to-toe in vibrant colors and bold patterns sounds like you, Lisa Says Gah is basically your own wardrobe playground. PureWow Executive Editor, Wellness is a fan: "A lot of the clothes from Lisa Says Gah are a bit too colorful for my personal style, though I love to spot them on more adventurous dressers in the wild," she says. "But the accessories?! One of everything, please." The brand’s goal is literally in the name, with creator Lisa Buhler’s aim at producing show-stopping—or in this case gah-worthy—pieces, amidst a space in which independent design, diversity and design thrive. Since its inception, Buhler’s brand has blossomed into a pro-community, anti-fast fashion, playfully colored example of retail’s future, putting a smile on customers’ faces one patterned sweater vest at a time.
Best Fragrance Brand
• Why We Love It: wide product range (colognes, laundry detergents, air fresheners and more), organic ingredients
• Star Product: Rocco Mint Massage Candle ($55)
A deep-seated passion for cologne led Carina Chaz to turn her personal appreciation into a full-fledged business. A fragrance brand that describes itself as unisex, Dedcool’s water-free formulas are made with organic extracts for fragrances that are stronger, longer-lasting and clean, as well as fully biodegradable, plant-based and sustainably sourced.
20. Nappy Head Club
Best Lifestyle Brand
• Why We Love It: eye-catching design, giftable unisex accessories
• Star Product: Warped Logo Swim Trunks ($59)
Sick and tired of not seeing themselves represented in fashion-centered conversations, sisters Rachel Topping and Rikki-Richelle decided to do something about it. Thus the duo birthed Nappy Hair Club, an apparel and lifestyle brand focused on delivering inclusivity in fashion, with sorry-not-sorry styles that celebrate self-acceptance and cultural pride for BIPOC consumers.
21. Easy Sundays
Best Activewear Brand
• Why We Love It: chill Cali vibe, sustainable production
• Star Product: At Peace Hoodie ($98)
Say it with us: Your mental well-being is just as important as your physical wellbeing—which is the main message behind Marisa Melson’s line of athleisure. Taking on a more holistic approach to mental health, her brand promotes giving yourself permission to reset and recharge, offering resources to help consumers take better care of themselves, all while being snuggled up in some seriously comfy loungewear.
Best Handbag Brand
• Why We Love It: fashion-forward yet wearable designs, bright colors
• Star Product: Bean Bag ($195)
Staud creator, Sarah Staudinger, co-founded the label in 2015. Her goal? To create stylish, eye-catching handbags that wouldn’t break the bank. Since then, Staud has done its due diligence in delivering it-bag after it-bag, from sleek over-the-shoulder purses to funky, vintage-inspired pieces that look as though they’ve been plucked straight off a second-hand rack.
Best Jewelry Brand
• Why We Love It: affordable prices, elegant shapes
• Star Product: Cursive Letter Charm ($98)
Chances are you’ve come across Mejuri before, whether it be in your own jewelry search or an influencer’s IG story. Safe to safe the brand has skyrocketed to jewelry stardom, backed by a dedicated following of wearers that adore the minimalist yet statement-making pieces. The brains behind the operation, Noura Sakkijha, created the brand in hopes of delivering fine jewelry that was not only affordable but also perfect for every day wear. In short, Sakkijha has done just that, racking up devoted fans as she goes.
Best Floral Brand
• Why We Love It: flowers delivered for at-home arranging, floral workshops
• Star Product: Blush Anniversary Kit ($87)
We’d ask you to guess where Cameron Hardesty’s sustainable floral company, Poppy, began, but it’s so out of left field, it’d take forever for you to guess correctly. Spoiler alert: Hardesty’s idea for Poppy was born in the White House. (Yes, really.) Enjoying her career but facing a creative slump she was desperate to get out of, the floral fanatic began to volunteer with the White House’s Chief Floral Designer, and voila, Poppy bloomed into existence. Years later, Poppy has grown into one of the largest e-commerce gifting companies in the country, delivering sustainably grown bouquets that smell just as beautiful as they look.
25. Dr. Loretta
Best Skincare Brand
• Why We Love It: gentle formulations, leaves skin feeling energized
• Star Product: Travel-sized minis (from $5)
Meet Doctor Loretta Ciraldo, an in-demand dermatologist with 40 years of experience. Having spent countless hours providing full-body exams to patients, she couldn’t help but notice the effect sun exposure had on the skin. So she set out to find a solution, ultimately creating her own skincare line (and a highly successful one at that) to stop early signs of aging dead in their tracks and offer some heavy-duty UV protection.
26. Alleyoop Beauty
Best Multifunctional Beauty Brand
• Why We Love It: inventive multi-use products, wearable colors
• Star Product: Pen Pal touchup pen ($25)
Alleyoop founder Leila Kashani Manshoory didn’t want to create any old beauty line. She wanted hers to be unique, offering modern takes on classic product mainstays. Safe to say she delivered—Alleyoop’s products are some of the niftiest we’ve ever seen, optimized for easy use and efficiency. Think 4-in-1 makeup brushes, stacked blush shades, a 4-in-1 eyeliner pencil that looks exactly like a real pencil and an all-in-one soap, razor combo—just to name a few.
Best Wellness Brand
• Why We Love It: easy-to-use kits, superfood suplements
• Star Product: Make Your Matcha Kit ($48)
Golde was born out of Trinity Mouzon Wofford’s small Brooklyn apartment in 2017. Equipped with a searing passion for holistic health, Wofford launched the health line in the hopes of transforming the wellness industry into a space more inclusive and accessible for all. Years later, her supplement blends have amassed a cult-following, growing to include powdered tonics, face masks, latte kits and more.
28. Our Place
Best Cookware Brand
• Why We Love It: multi-functional cookware, swoon-worthy colors
• Star Product: Cast Iron Always Pan with Glass Lid ($155)
There is a never-ending stream of praises for Our Place’s stylish and useful as hell cookware—and we can certainly see why. Overwhelmed by the clutter and wasted space too many pots and pans can cause, Our Place founder Shiza Shadid embarked on a mission to simplify the mess. What she came up with was a cult-favorite pan that was not only easy on the eyes but took the place of other skillets, combining them to create an 8-in-1 skillet that serves as a fry and sautee pan, steamer, saucepan and more.
Best Sexual Wellness Brand
• Why We Love It: streamlined shapes, gets the job done
• Star Product: Fin Finger Vibrator ($55)
Erupting onto the wellness scene back in 2014, Dame is the lovechild of sexologist Alexandra Fine and MIT engineer Janet Liebermen. Together they created a line of sex toys with quite the resume: doctor-approved models, people-centered research, a rainbow of pastel colors and minimalist designs, each unique in the way it offers pleasure. And besides, is there no better time to treat yourself to a new sex toy than Women’s History Month? We think not.
30. Dear Frances
Best Shoe Brand
• Why We Love It: artisan-made in Italy, minimalist high design
• Star Product: Chaise mule ($395)
When we think of Jane Frances’s iconic shoe line, the words timeless, luxurious and quality craftsmanship come to mind. The brand offers a spectacular array of seriously gorgeous shoes, from sandals and flats to loafers and boots, all of which have garnered a celeb-heavy fan club. (We’re talking the likes of Margot Robbie, Gigi and Bella Hadid, Selena Gomez and Zoe Kravitz, just to name a few.) But because producing footwear of the highest quality isn’t enough, Dear Frances has a clear focus on making a positive impact, working with charities to secure employment for women and taking part in the Soles4Souls movement.
31. Nude Barre
Best Underwear Brand
• Why We Love It: online color-matching quiz, comfortable pieces including hosiery
• Star Product: Girlshorts ($30)
Surprise! Nude is not a one-size-fits-all color, a problem Nude Barre founder and CEO Erin Carpenter took notice of, and set out to remedy. The result is a unique line of underwear, coming in 12 different shades of nude to better reflect the full spectrum of skin tones—because women deserve to have undies that let them feel good in the skin they’re in.
32. Mamaleh Jewelry
• Why We Love It: tasteful typefaces, great bar/bat mitzvah gift
• Star Product: Chutzpah necklace ($36)
First PureWow executive editor Dara Katz set the internet ablaze with her viral bat mitzvah TikToks; now she's leaning in to that content with a charming line of Judaica jewelry. Shop all the great Yiddish words such as "yente," "mensch" and of course, "oy."
33. Spoken Flames
Best Candle Brand
• Why We Love It: all-natural coconut wax, uses augmented reality to prompt poems and visuals with the candle
• Star Product: Thankful candle ($34)
Shavaun, creator of Spoken Flames, started her entrepreneurial journey solely based on a personal obsession with candles. (Relatable.) Despite being a mainstay in her self-care routine, she found that the candles she used were missing…something. And thus, Spoken Flames was born, addressing an unmet need to produce candles that feel personal, intimate and immersive. Each Spoken Flames candle gives the user a multisensory experience: decadent aromas, a soothing wick crackle and self-affirming message in each.
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