Beyond the Mirror: Beauty ecommerce and the rise of women-owned brands

For decades, the beauty industry has been seen as a place to consume. We buy the products, wear the looks, and follow the trends.

But 2025? Women are flipping that script, and we couldn’t be any happier about it.

From indie skincare brands started in kitchens to wellness collectives born from a single Instagram account, modern women are using beauty not just to transform their appearance, but to launch authentic beauty brands, build communities, and drive cultural conversations.

Beauty is no longer just about what you see in the mirror—it’s about the networks you grow, the values you share, and the confidence you inspire.

Below, we’re exploring how women building beauty brands are rewriting history with authenticity, empowerment, and connection in mind.  

The rise of women building beauty brands

The accessibility of ecommerce, social media, and private label manufacturing has lowered the barrier to entry for aspiring women owned brands.

Women no longer need massive start-up capital or a beauty conglomerate behind them—they need a vision, a community, and the right tools.

Across the globe, female beauty founders are:

• Turning niche passions into full-fledged women-owned beauty companies
• Using their platforms to amplify underrepresented voices
• Creating products that double as cultural statements
• Building loyal followings that rally around shared values

And women everywhere are feeling the contagious buzz of the industry shift. 

Brand example: Tower 28

After 15+ years in the beauty business, Amy Liu was frustrated with the boring, clinical brands she was stuck with using when it came to her chronic eczema. So, she launched Tower 28. She wasn’t chasing every trend; she was focused on the sensitive skin niche—creating highly tested, trusted products that work. 

Today, Tower 28 has made accessible, irritant-free, high-performance, and most of all, fun products for its customers of all skin types. 

Beauty as a vehicle for community building

The most successful beauty businesses aren’t just selling products; they’re creating belonging and connection.

A community driven beauty business thrives because it invites customers into something bigger than a transaction. Whether that’s a shared identity, lifestyle, or mission, beauty brands with a strong community DNA turn customers into advocates.

Ways women-owned beauty companies are doing this:

• Hosting workshops & masterclasses: From makeup techniques to skincare science, live or virtual events deepen trust and position the founder as an expert. This can be as simple as an Instagram Live or a full-fledged in-person event.
• Launching collaborative product lines: Partnering with artists, local businesses, or influencers to co-create products strengthens both reach, credibility, and authenticity. 
• Creating spaces for dialogue: Many brands are doubling as safe spaces for conversations about mental health, body image, cultural representation, and self-expression. Finally, women can see themselves across broad ranges of products and branding. 

Brand example: Shades by Shan

LatinX founders Shan Berries and Erika K. Clark created Shades by Shan not only to offer inclusive makeup products but to fund their non-profit, The MamaBerries Foundation, which supports single mothers.

Every product purchase directly fuels their community mission—turning beauty customers into active supporters. For customers, this creates a deeper meaning to every purchase they make with the beauty brand. 

Confidence as the real ROI

While sales metrics matter (of course, we need profitable businesses), many women entering the beauty space find that the deeper reward is empowerment through beauty business.

That empowerment is two-fold: it uplifts the founder and the community she serves.

Authentic beauty entrepreneurship can:

• Unlock financial independence and create flexible income streams that put women in control of their future.
• Transform founders into leaders through hands-on experience in product creation, brand building, and team leadership.
• Shine a spotlight on communities often overlooked in mainstream beauty, amplifying representation and inclusion.
• Inspire customers to see their own unique beauty—and feel confident expressing it.
  

When a woman builds her own beauty brand, she’s not just selling lipstick or contour—she’s rewriting the narrative, leading by example, and showing a new generation of women that they can turn passion into profit.

Brand example: Fenty Beauty

A female-owned beauty brand that likely comes to many people’s minds when you think of inclusivity and confidence is none other than Fenty Beauty, founded by Rihanna. The makeup company is the definition of empowerment through beauty business, setting the inclusivity bar high for other cosmetic companies when it launched in 2017.

Customers report feeling beautiful, confident, and powerful when wearing Fenty’s products.  

How to build an authentic beauty brand from the ground up

Whether you’re an aesthetician with a loyal client base, a wellness professional looking to expand your offerings, or a cultural leader exploring beauty entrepreneurship, the key is building from a place of authenticity.

Here’s a blueprint:

1. Start with your "why"

Simon Sinek said it, so we’ll say it: start with “why”.

Ask yourself questions like:

• What problem am I solving? And why does it need solving?
• Who am I serving?
• What values do I want my brand to stand for?
  

The most successful authentic beauty entrepreneurship stories start with a mission that feels personal and relevant to the founder’s life. Just think back to Shades by Shan. 

2. Define your community before your product

A great product, of course, matters. But the most magnetic brands know exactly who they’re talking to before they launch.

Here are our tips on a community-driven beauty business:

• Build an audience through content before you sell anything (TikTok, Instagram)
• Engage your community in your launch process (polls, prototypes, sneak peeks)
• Make audiences feel like co-creators (gather input, share UGC) 

3. Choose products that align with your brand story

This is where Blanka can help.

With private label beauty and wellness products—from skincare and body care to lip liners and glosses—you can create high-quality, on-brand merchandise without the manufacturing headache. That means more time for building your community, refining your marketing, and creating an authentic beauty business.

Check out our full guide on private label beauty businesses.

4. Layer in storytelling at every touchpoint

Everyone loves a good story. And your customers are no different.

In beauty, your brand story is just as important as your formula. Here are some areas of your business to inject storytelling: 

• Use packaging to tell your brand’s values
• Share founder moments on social media
• Spotlight real customers and their experiences
• Connect your products to a lifestyle or cultural narrative

5. Leverage social media for connection, not just sales

TikTok GRWMs, Instagram Lives, and YouTube tutorials can do more than sell; they can educate, entertain, and inspire.

Add sharing tips, behind-the-scenes moments, and real customer stories to build trust and community in your social media strategy. When you focus on connection first, sales will naturally follow (trust us).

Blanka tip: Check out our 30 day social media calendar for beauty founders. 

The future is female—and community-powered

The women building beauty brands in 2025 are creating more than products; they’re building ecosystems.

They understand that beauty brand community building is about shared experiences, cultural pride, and empowerment. Their products become tools for confidence, platforms as gathering places, and businesses as catalysts for change.

And with the right combination of vision, authenticity, and support, there’s never been a better time for women to step into the beauty business arena.

Build your community-driven beauty brand today