12 Women-Owned Wellness Brands

The wellness industry is one place where women entrepreneurs dominate. We love buying products that make us feel better, so it makes sense that many women want to create them as well.

But it’s also true that many women are inspired to start a wellness business when they can’t find anything on the market that addresses their needs, whether it’s a shampoo designed for hair that’s changing as she ages or activewear with a broader range of sizes.

There are more great wellness products hitting the shelves–or Amazon–every year, but here a dozen to try now.

Better Not Younger

Sonsoles Gonzales spent decades in the hair care industry and knew what it was missing: Hair care that’s designed to address the physiological changes that affect hair as we age. She created–when she was in her fifties– the first line of shampoos, conditioners, and serums for women over forty.Better Not Younger

Smarty Pits

This deodorant is aluminum-, paraben-, talc-, and cruelty-free, and happens to smell great. Personal favorite: citrus clove. A percentage of proceeds from all sales goes to City of Hope, a research facility dedicated to ending breast cancer. 


The name of this activewear line won me over immediately, and then its mission. Founders  Nekol Gaskins and Kia Phillips design with women of color in mind, with culturally inspired activewear in a wide range of sizes. 

Sweaty Betty

It’s been around since 1998, when founder Tamara Hill-Norton wanted activewear that was more flattering and fun than what was on the market. Sweaty Betty’s all-female design team is still bringing it, and has been adding more eco-friendly fabrics to the line.


A lot of brands talk vaguely about transparency (exactly) but Ritual founder Katerina Schneider not only makes clear vitamins, but comes clean on the science, sourcing, and suppliers for each ingredient.

UMA Oils

Founder Shrankhla Holecek was raised in India, in the cultural tradition of Ayurveda and holistic medicine .UMA is a luxury beauty and wellness collection made of precious botanicals her family estate has farmed and supplied to leading beauty brands. The scents alone are transforming, and are formulated for issues from dry skin to better sleep. 


The plastic toothpaste tubes we’ve all been using forever wind up in landfills. Lindsay McCormick is changing that with Bite, a line of sustainable personal care products that began with a zero-waste, tube-free, 100% vegan, gluten-free and cruelty-free toothpaste tablet, and has expanded to include mouthwash, floss, and the first plastic-free teeth whitening system.


Menstrual and bladder care products made with organic, pesticide-free cotton sourced from Europe instead of conventional cotton. Cora’s subscription-based, so you’re never caught without supplies, and has a robust give-back program.

Freedom Apothecary

The magic of turmeric made easy. Trinity Mouzon Wofford whipped up the Original Tumeric Latte Blend from her Brooklyn apartment in 2017. Since then, Golde has grown to offer all kinds of delicious wellness products such as dietary supplements, matcha powder, and face masks. Every product is 100% vegan and cruelty-free.

Love Wellness

I admit I never saw The Hills, but what former actress Lo Bosworth’s up to now is worth watching. Love Wellness is line of natural probiotics and other products for women with clever names such as Bye Bye Bloat and UTI Don’t Think

Moon Juice

Amanda Chantal Bacon’s plant-based remedies–functional powders, pills, skincare, and snacks–may have seemed otherworldly a decade ago, but are mainstream in the California wellness world. Try Magnesi-Om, for sleep, and SuperYou, a blend of adaptogenics to de-stress.

Goddess Garden

My very fair and very sensitive skin hates sunscreen. Goddess Garden’s reef-safe, certified-organic, mineral sunscreen changed that. Nova Covington’s brand also offers organic facial care, essential-oil perfumes and an aromatherapy line.