As the entrepreneurial landscape continues to evolve, we are witnessing a welcomed surge in female-founded brands that are making their long awaited mark.

This transformation has been significantly driven by women founders who are not just advocating for change but are actively shaping a more inclusive and conscious beauty world, which compounds into more women entering the beauty space.

Here are three remarkable brands led by inspiring women who are changing the game. The values of diversity, inclusivity, and sustainability have transcended beyond mere trends to become foundational pillars.

1. All Shades Matter Cosmetics

Tali (left) and Shaanti (right), co-founders and directors of All Shades Matter Cosmetics, bring a unique perspective to the beauty industry.

Adopted from India by American-Caucasian parents, they grew up in Melbourne and Geelong, Victoria.

Tali is passionate about fitness, food, and reading, while Shaanti focuses on self-development, beach time, and country music.

Growing up, they participated in gatherings with other inter-country adoptees to connect with their culture.

They faced the challenge of attending predominantly white schools but learned to overcome it with resilience and their parents' guidance.

All Shades Matter Cosmetics was born during the pandemic in 2020. Tali and Shaanti were inspired by their own experiences of struggling to find makeup products that matched their skin tones in Australia. They realised a significant gap in the beauty market and decided to address it.

“Don’t let other people that you can you can’t, just because you’re a woman and a woman of colour -

especially working with larger companies, suppliers etc…YOU CAN HAVE AN INPUT and MAKE A DIFFERENCE!”

The brand's name, "All Shades Matter Cosmetics," sends a powerful message of inclusion for people of all cultural backgrounds and skin tones.

It aims to be a pioneer in catering to darker skin tones, emphasising that everyone should matter in the beauty industry.

Their hero product, The MATTERfying Foundation®, offers buildable coverage and transfer resistance, ensuring makeup stays in place throughout the day.

It provides a natural look with a weightless, smooth texture. You can find your perfect shade match here.

2. Will & Zo

Annalise Felsman, Founder of Will & Zo, grew up in Canberra, ACT. Her passion for specialised skincare, particularly for acne and sensitive skin, was fuelled by her own struggles with these issues. Body acne was a reoccurring irritant for her, and there wasn’t anything soothing and respectful to the skins gentle microbiome on the body-care market.

This lead to the creation of gentle, soothing products that are designed for a permanent spot in your routine.

Addressing the often-overlooked issue of body acne, Will & Zo provides a unique two-step skincare routine.

The Here Body Breakout Cleanser is the cornerstone of the Will & Zo product line.

Enriched with hyaluronic acid, allantoin, and salicylic acid, this cleanser hydrates, soothes, and decongests the skin, setting the stage for effective body acne management.

We asked Annalise “What's one thing you wish you knew before you started?”

“Starting a business takes time and investment. I underestimated the manufacturing timelines and logistics of getting a product created. 

Factor in the bigger timelines and use that time to set up the right processes and tools for your business to launch.”

Annalise advises budding entrepreneurs to pursue their passions diligently, underscoring the unique contributions they can make to the world.

3. Reme Beauty

Yen Vo, a first-generation American-born Vietnamese, now residing in Singapore, founded Reme Beauty. Her love for her pet Mavis and her background in Medical Science and business shaped her entrepreneurial path.

Reme Beauty was born from Yen's desire to create sustainable, effective, and accessible beauty products. The brand focuses on sensitive skincare, inspired by her husband's eczema battle. Reme emphasises eco-friendly packaging, upcycled ingredients, and community support.

The G-hydra Cleansing Gel and the Re-base Makeup Cleansing Balm have been widely embraced, offering gentle, effective cleansing solutions for sensitive skin.

Yen encourages aspiring entrepreneurs to find their motivation and vision- don’t dismiss the power of dreams in driving business and personal fulfillment.

Yen also highlighted the value in connecting with fellow founders in her journey, highlighting the importance of community and mentorship in navigating the challenges of entrepreneurship.

These three brands, led by visionary female founders, are not only transforming the beauty industry but also empowering women through their innovative products and inspiring stories. They are making way for the next line of women ready to create their dreams and specialty into a brand that changes their community.