20 Founders Reveal Their Favorite Female-Founded Beauty Brands and Products

Jen Atkin is the founder of Ouai and has been an incredible friend, big sister, and mentor to me through the years. She is the mastermind behind their incredible products, and this serum is one of my favorites. I’m all about scalp health and doing what I can to support thicker, fuller hair. It especially helps when my scalp is really dry during cooler months.”

Holly Thaggard, founder of Supergoop

Photo: Courtesy of Holly Thaggard

“Everything that Shani does is fabulous, and of course she gets bonus points for never forgetting about the importance of SPF! Lately I’ve been loving her Triple Acid Signature Peel, especially before parties and photo shoots. It instantly makes your skin look and feel prettier. 

Caudalie’s products have always been a mainstay in my beauty cabinet. I just bought their cleansing milk for my daughter Emery—it will be perfect for her freshman-year-at-college skin.”

Shani Darden

Triple Acid Signature Peel


Vinoclean Gentle Cleansing Almond Milk

Jen Atkin, founder of Mane and Ouai

Photo: Courtesy of Jen Atkin

“[Dezi Skin’s Agua Fresca] moisturizer makes my skin feel tight and hydrated, and I swear it fools my friends into thinking I got a full night’s sleep, when in reality, I was probably up with the kids and/or dogs the night before.

On Rhode’s Peptide Lip Treatment, the answer is yes—the hype is real! Not only is this lip treatment super moisturizing, but the hint of tint is the ultimate pick-me-up to any look without trying too hard. Definitely a staple in my purse right now.”

Dezi Skin

Agua Fresca Thirst Quenching Gel-Creme Moisturizer

Shani Darden, founder of Shani Darden Skincare

Photo: Courtesy of Shani Darden

“I cannot live without my Honest Beauty mascara. It’s literally the best mascara ever; it doesn’t clump, I love the applicator and the way my lashes look afterwards.  

I also always have my clear U Beauty lip gloss. I always have in my purse and love that it isn’t sticky and has a really nice feel on my lips.”

Honest Beauty

2-in-1 Extreme Length Mascara + Lash Primer

Dr. Chaneve Jeanniton, founder of Epi.logic

Photo: Courtesy of Dr. Chaneve Jeanniton

“I’m a beauty minimalist. I tend to focus my efforts on my skincare—which isn’t surprising, since I’m the founder of Epi.logic—but I love how a good lip pulls my look together. For my day-to-day, I reach for the Ami Cole Lip Treament Oil in the color Excellence. It’s the perfect accompaniment to my understated daily vibe. It’s got just a hint of color and the perfect amount of non-sticky shine. But when I want to turn up the volume, my lip color of choice is the Fara Homidi Essential Lip Compact in Red 1. It’s the perfect shade of red for me and provides lasting, super-saturated color. I love that I can apply it and forget about it!”

Mona Kattan, founder of Kayali

Photo: Courtesy of Mona Kattan

“I cannot live without the Glow Recipe Watermelon Glow Niacinamide Dew Drops serum! It is such an essential part of my skincare routine, especially when I am traveling or filming. It makes my skin deliciously soft and gives me an instant glow up—and of course, who doesn’t love watermelon! 

I don’t go anywhere without a fragrance, and as someone who loves to layer perfumes, Cherry Ambition by The 7 Virtues is definitely a favorite at the moment! It has beautiful notes of cherry, marshmallow, musk, and vanilla, and I like to pair it with our Kayali Vanilla | 28—you literally smell like sweet and warm cherry pie with whipped cream on top!”

The 7 Virtues

Cherry Ambition Eau de Parfum

Glow Recipe

Watermelon Glow Niacinamide Dew Drops Serum

Photo: Courtesy of Ju Rhyu

Ju Rhyu, founder of Hero Cosmetics

“I love Necessaire’s eucalyptus body wash; I love how it gives a spa experience in my shower with the scent of eucalyptus. The gel formula feels amazing, and it looks great in the bathroom. Next, the Kosas Brow Pop: There is no better applicator—it is so easy and precise. It gives such a soft natural look, and they have plenty of shades for your perfect match.”

Dianna Cohen, founder of Crown Affair

Photo: Courtesy of Dianna Cohen

“I love Westman Atelier’s high-performance, clean cream foundation stick. It’s packed with nourishing ingredients and gives you a second-skin natural finish. I deeply admire Gucci’s vision and product development philosophy. She’s also been really supportive of Crown Affair. She and her husband use our products, which is the ultimate compliment.