9 Beauty Brands Driven by Inspiring Women

Ericka Rodriguez, founder of Axiology, started making vegan lipsticks in 2013 after discovering her makeup was tested on animals. She launched Axiology on Etsy in 2015 with six shades of vegan, cruelty-free lipsticks, which gained global popularity. In 2022, Ericka shifted Axiology to be 100% plastic-free, using packaging made from recycled island trash through a partnership with a women's cooperative in Bali.

California Naturals, founded by Shelby Wild, is a lifestyle brand offering hair and body products made in the USA from natural ingredients. Emphasizing accessibility and openness, the brand provides high-quality, affordable alternatives to luxury products. Shelby, inspired by her coastal Mississippi upbringing and experiences in the fashion industry, moved to California to create a line of products accessible to everyone.

Desavery, a U.K.-based skincare brand founded by Andrea Dinnick, stands out in the crowded market with its plant-based formulations that excel in both skincare and mood enhancement. Inspired by her family heritage and a commitment to sustainability, Dinnick created Desavery to offer effective products sourced globally and blended with care.

Alice Lin Glover and Marie Kouadio Amouzame founded EADEM to provide safe and effective skincare solutions tailored specifically for people of color, focusing on issues like hyperpigmentation. Their products, developed with Smart Melanin Beauty Technology and tested on diverse skin tones, aim to promote confidence without altering natural skin tones. 

Ere Perez Natural Cosmetics, founded in 2002 in Bondi Beach, Sydney, blends Ere's Latin heritage and rich cultural influences into a boutique Australian beauty brand. Inspired by nature and traditional remedies, Ere Perez emphasizes minimal, ethical, and healthy beauty through science and the power of botanicals. Their innovative makeup and skincare feature superfood ingredients, celebrating simplicity and a less-is-more philosophy.

Abi Oyepitan and Liha Okunniwa, founders of LIHA Beauty, blend natural, organic, and traditional African ingredients with British sensibilities. Their journey started post-athletics career discussions and evolved into filling a market void for curated natural products. Their approach combines personal experiences with a commitment to inclusivity and community, shaping a brand that challenges industry norms and fosters collaboration among women in business.

Barbara Jacques, founder of Jacq’s Organics, began her journey into green beauty after facing health challenges during pregnancy. Motivated to find safer alternatives, she turned her passion for natural ingredients and Caribbean heritage into a thriving skincare brand. Jacq’s Organics emphasizes purity and effectiveness, offering products that blend tradition with innovation while promoting sustainability and mindful beauty practices.

Keli Smith launched Kaike, a skincare brand emphasizing multi use products with sweet scents. Inspired by health concerns from chemical hair treatments, Smith aimed Kaike towards millennials interested in natural beauty and a holistic lifestyle. Her children contribute ideas, reflecting Kaike's fun and inclusive approach. Smith aims for accessibility with reasonable pricing and eye-catching, eco-friendly packaging.

Amy Liu, a beauty industry veteran, founded Tower 28 in 2019 to create non-toxic makeup for sensitive skin, inspired by her own eczema struggles. Tower 28 is the first brand that's 100% clean, vegan, and free of known skin irritants. Amy's Chinese heritage and personal journey inspired her to launch the brand, which quickly gained a huge following for its popular products.