12 Female Creative-Led Brands You Need To Know

One of my favorite parts about writing about fashion and beauty brands is uncovering the cool brands that are run by creative women who are just as cool as their brands.

From content creators turned brand directors, to artists who have branched out into the accessories world, to an Olympic athlete designing running shoes with true expertise, here are 12 brands that are led by incredible women and know how to use their creativity and social media expertise to catapult their brands to success.

Thirty Years

As a creator first, Thirty Years founder Katy knows the value of collaborating with other content creators to grow her brand. “I built my career as a creator, so getting to now support and collaborate with other creators as the brand grows has been the most full-circle part of it all. From hosting a VIP Disneyland day for our biggest supporters to taking over Dodger Stadium for a product launch, the most rewarding part has been growing a community rooted in creativity, connection, and shared experience.” With elevated wardrobe staples and eye-catching colorways, Katy shows how creative social content can drive incredible brand success. I also love how her personal interests drive new product ideas, like designing a stylish, clear purse that Thirty Years fans can bring into baseball stadiums.

Carla Rockmore

As a fashion expert, Carla Rockmore inspires women to dress boldly and express themselves through their clothes. Her namesake line provides staple pieces and accessories that can serve as the starting points for any stylish outfit. "I created this collection because I couldn’t find the perfect not-so-basic basic,” she shares on her initial inspiration for the collection. “I needed pieces that move with me, that I can tie up, let loose, or throw on with a red lip and call it a day.”

Saysh

As the most decorated track and field athlete of all time, Olympian runner Allyson Felix knows what makes a good running shoe. It’s this expertise that fueled her desire to create Saysh, coupled with her knowledge that women athletes need better support, both in the running shoes they wear and in the world of professional athletics. Not only does Saysh provide stylish, supportive athletic shoes, but they are truly committed to supporting women, offering a Maternity Returns Policy where women can exchange their shoes for a new size if their shoe size changes during pregnancy.

Aureum

Aureum Co-Founder and Creative Director Cass Dimicco got the inspiration for the brand out of a desire to evolve her approach to dressing. “I was tired of chasing trends, and once I created a capsule wardrobe for myself, I realized how crucial accessories were in elevating every look,” she shares, and launched Aureum in response. “Our ethos is ‘The Art of Accessorizing’—dress quietly and let your accessories do the talking."

Saint Spritz

Saint Spritz co-founder Jojo Fletcher found the inspiration behind her beverage brand, Saint Spritz, organically. “As a family, we had spent time in Italy enjoying those iconic spritzes and embracing the aperitivo culture—the ritual, the flavor, the ease of connection it encouraged,” she describes, but noted the hassle of making these spritzes when back at home. Saint Spritz became the solution to this problem, offering a ready-to-drink option that has the same refreshing flavor and experience as an Italian spritz. Couple that with the thoughtful and eye-catching branding, and she’s created a beverage that will transport anyone to an Italian summer wherever they may be.

Lights Lacquer

Lights Lacquer founder Kathleen initially grew her community through social media content as a beauty content creator, but nail polish has always been a love of hers. “I’ve always loved nail polish—even as a kid, I kept a big box of polishes under my bed and would spend hours doing my nails; I used to joke that my dream job would be naming nail polish shades.” That dream has become a fabulous reality, with Lights Lacquer releasing stunning polishes and nail products, all with very fun and creative names that would make young Kathleen proud.

The Quirky Cup Collective

For stationery, accessories, and other special treats that are truly works of art, look no further than The Quirky Cup Collective. The brand’s founder, Sydonie, shares that “The Quirky Cup Collective was born because I wanted to create things and share them with people.” It stemmed from her pursuit of creative endeavors, where she discovered her love of designing stationery. As the brand has expanded to other products, including her newly-released Clingies that add a pop of magic to your phone or tablet, she’s stayed true to herself and her passion for creating beautiful things, bringing her audience in on the process always. “Whether it’s me sharing bits of my personal life, the messy middle of product development, or the behind-the-scenes chaos, I just try to keep it honest. I think people can feel when something is real, and that’s what has carried the brand since day one."

The Bar

Bridget Bahl is one of the biggest fashion influencers around, so it’s no surprise that when she launched The Bar in 2019, it would grow into a must-have brand. The mix of ready-to-wear, loungewear, and their iconic OG Varsity sweatshirts means there’s something for everyone, and Bahl’s excited for what’s next for the brand: “We’re bringing back RTW and expanding into new ranges with our loungewear, like the terry cloth pieces from Untethered. With these reimagined staples, we’re able to really give our OG varsity some competition—in the best way.”

Friend of Mine

"I’ve always felt that my purpose in life is to bring people together - to create moments of connection, comfort, and belonging,” explains Friend Of Mine founder Kenzie Elizabeth. The lifestyle influencer shares, “I come from a family full of interior decorators and home lovers, so creating spaces that feel special is something I’ve always loved. Friend of Mine is really the intersection of the two things I love the most: the home and gathering people together." With beautifully designed card sets designed to encourage conversation and connection, these are a great gift or party addition.

FORM

Sami Clarke and Sami Spalter are the co-founders behind FORM, who started the brand out of a desire to find activewear that truly met all of their needs. “We realized that if I felt this way, our community must feel the same,” they describe, so “FORM was born out of a desire to offer high-quality, stylish, and functional pieces that reflect our commitment to both performance and comfort.” Their production ethos and marketing remain rooted in providing value to their community, with their upcoming FORM for You Collection (which marks one year since those first sketches for FORM’s clothing) casting members of the FORM community as the models for the new collection. “Our community is at the heart of our brand, and this collection is truly ‘for you’—our FORM fam.”

Artless

“I created Artless in 2021 out of a desire for clarity in my wardrobe,” states Artless founder Maddie Orlando. “I noticed my peers and I moving away from chasing trends, instead gravitating toward pieces that felt timeless, versatile, and intentional. Artless was born from that instinct: to build a wardrobe that evolves with you, season after season.” Inspired by her own love for 90s chic, Artless is all about refined simplicity and confident self-expression through style.

Mooncat

When Michelle Lin started her nail brand, Mooncat, she wanted to break away from the fast-moving CPG space and create a brand that was truly developed with “heart and intention”. She explains, “As a creative, I wanted to build a brand rooted in artistry–where high-quality creations are made to be cherished and collected, not cycled through. We don’t see our creations as ‘products’; we treat them as wearable art.” Each collection is developed thoughtfully, from the theme that guides the colors to the formulation of dazzling nail lacquers full of glitters, color-changing effects, and more—all while remaining 10-free, vegan, and cruelty-free. “While most brands dilute formulas to cut costs, we’ve done the opposite–pushing pigment loads and composition to the edge to create depth, richness, and color payoff that exceed industry norms.” Her commitment to authentic storytelling through the collections she develops, as well as the brand’s commitment to high-quality formulas, has paid off, with a community of “nearly 2 million followers across platforms…that is deeply engaged, loyal, and emotionally invested.”