Best Female-Founded Brands to Shop on Amazon
Aug 21 | 2026
Photo by Sable Flow
Oh, how far we’ve come! Recently, it was revealed that — finally! — women CEOs at Fortune 500 companies outnumber male CEOs named John. A dubious milestone, but it’s something to celebrate.
Though women have come pretty far in society, the progress we’ve made is far from enough. From the pay gap to daily microaggressions, it’s still obvious that women are treated as lesser than in society. This is especially clear when you look at how few female-founded businesses there are.
Of course, you don’t have to turn every Amazon shopping session into a political statement. Sometimes you just want shampoo that works. But when two products look equally appealing, why not give your money to the founder who’s built something interesting from the ground up? And supporting women in business isn’t exactly a new idea. PayPath has looked at the long history of women in finance too.
Yet, despite this oft-proven reality, archaic stereotypes and oppressive systems stand in the way of progress in every sector. An article in Business News Daily outlines some of the obstacles women face as entrepreneurs. The number one hurdle they face? Social expectations.
The article advises that in order to beat this imposter syndrome, female founders should stick to their guns rather than trying to conform. “Women may feel as though they need to adopt a stereotypically “male” attitude toward business: competitive, aggressive, and sometimes harsh. But successful female CEOs believe that remaining true to yourself and finding your voice are the keys to rising above preconceived expectations.”
But often, women are told their lack of professional advancement is their fault. You’re too shy. You’re not assertive enough. You need to ask for what you want. Otherwise, how do you expect to get it?
However, despite this refrain, it’s not their fault. This scapegoating convinces ambitious women that if their careers are stifled, it’s their fault. This causes imposter syndrome, lack of representation, and real industry consequences.
According to BND, “Raising capital is even more difficult for women-owned businesses. A 2014 Babson College report found that less than 3% of companies with venture capital funding had female CEOs … venture capitalists tend to invest in startups run by people of their own ‘tribe.’”
Other things that get in the way of women climbing the ladder to success include: struggling to be taken seriously, owning their accomplishments, building a support network, balancing business and family life, and coping with the fear of failure.
These are real, tangible barriers that most female entrepreneurs face. The women who have succeeded should be celebrated. From beauty and skincare to fragrance, wellness and fashion, these founders have built brands that are much more interesting than another anonymous Amazon product with 4,000 reviews and a suspiciously generic name.
Here are some female-founded brands worth knowing about — and, potentially, adding to your cart.
1. Dedcool
DedCool was founded by Carina Chaz in 2016 inspired by her passion for fragrance, masculine scents, and clean ingredients. What started as a fragrance brand has grown into a broader lifestyle line spanning perfume, body care, home fragrance and laundry products. Basically, DedCool wants your entire life to smell better.
DedCool’s hero product is the viral favorite Dedtergent ($35) — a new take on a classic staple. Your clothes will smell good, feel good, and look good with a wash from this eco-friendly, non-toxic, biodegradable alternative naturally sourced from plant materials. Not to mention the addictive, perfume-inspired scents.
2. EADEM
EADEM is a clean beauty brand centered around women of color and their beauty needs for bare-skin confidence. Co-founders Marie Kouadio Amouzame and Alice Lin Glover started the brand to cater to BIPOC skin. Their products make space for skincare designed for people of color. EADEM is built around the idea that skincare should actually account for the needs of people with different skin tones and types — revolutionary stuff, apparently.
Together with an industry-leading dermatologist, the EADEM team is pioneering Smart Melanin Beauty: combining science-backed ingredients and heritage botanicals to effectively and gently care for skin of color. Their hero product is the Milk Marvel Dark Spot Serum, a game changer for dark spots on pigmented skin.
3. Tower 28
If you’ve spent any amount of time on BeautyTok, you’ve probably encountered Tower 28 — especially if you’re the sort of person who knows exactly which celebrity is responsible for the latest beauty-product obsession. From their SOS Hypochlorous Acid Spray to their glossy Lip Jelly, Tower 28 is an internet favorite. But the brand isn’t just another passing trend.
Tower 28 positions itself around formulas designed for sensitive skin, with an emphasis on ingredient transparency and accessibility. Founder Amy Liu’s emphasis on inclusivity, accessibility, and efficacy is changing the face of the growing non-toxic beauty industry. Tower 28 offers products inclusive of all skin tones, skin types, budgets, and beauty philosophies. Tower 28 is the first beauty brand that’s 100 percent clean, vegan, and free of every known skin irritant. Everything is rigorously dermatologist and allergy-tested (formulas adhere strictly to the National Eczema Association’s ingredient guidelines) — plus, it’s all made in the USA.
4. Soft Services
Soft Services is a body-care brand focused on common skin concerns that tend to get considerably less attention than facial skincare. Founded by Annie Kreighbaum and Rebecca Zhou — two e-commerce vets — this brand is everything you want on your bathroom shelf: beautifully packaged and so effective.
Their products have gone viral for their insane results. Its products target concerns including keratosis pilaris, acne, and dry skin, turning the least glamorous parts of your skincare routine into something you might actually look forward to using. Somehow, they’ve made the unglamorous world of body care seem cool enough for Gen Z. We wouldn’t expect any less from former Glossier vets.
5. RANAVAT
Michelle Ranavat combines a background in engineering and pharmaceuticals with her South Asian heritage to create skincare and haircare inspired by Ayurvedic traditions. Michelle fuses her science background with a passion for artisanal tradition, and this care can be seen at every touchpoint of clinically proven products. Distinguished Ayurvedic and adaptogenic cutting-edge actives such as Saffron, Ashwagandha, Turmeric, Manjistha, Amla, and Bakuchi are hand-selected for real results.
The brand proudly donates 1% of proceeds to Desai Foundation, a non-profit organization in India that empowers women and children through community programs to elevate health and livelihood in India and the U.S. Its hero products range from its Saffron Serum to its Shampoo and Conditioner. RANAVAT is beloved by industry insiders and celebs alike — fans include Mindy Kaling, Hailey Bieber, Meena Harris, and Freida Pinto.
