AWIA celebrates six years on International Women's Day
Celebrate with us by reflecting on the future of woman-owned beauty and wellness brands.
The beauty industry is undergoing a significant shift, and at the forefront of this transformation are trailblazing women redefining beauty standards. Founders are not just creating products but whole ecosystems of inclusivity, sustainability, and empowerment. As we look beyond 2025, it’s time to celebrate the woman-owned beauty brands shaping the future in Canada, the USA, and beyond. Here’s ten ways that matters:
1.The Rise of Woman-Owned Beauty Brands: A Revolution in Mascara and More
Gone are the days when the beauty industry was dominated by a few big players. Today, woman-owned brands are stealing the spotlight, and it’s about time. From Canada to the USA and even global markets, woman-owned brands are proving that when women lead, innovation follows. This is especially true for leading edge product formats and packaging improvements, like umanos infinitely recyclable aluminum hair care bottles and refill pouches, which empower consumers to reduce their plastic footprint..
These brands don’t just focus on aesthetics—they’re challenging outdated norms, prioritizing clean beauty, and championing inclusivity. Whether it’s a cruelty-free mascara or a foundation shade for every skin tone, they’re taking a stance. And guess what? Consumers love it.
By 2025, experts forecast that woman-owned beauty brands will account for a significant share of the market. Why? Because women understand what women want—no more one-size-fits-all solutions when it comes to self-expression and personal care.
2. Sustainability as a Beauty Standard
Let’s face it: the planet deserves a glow-up, too. Sustainability is not just a buzzword; it’s a necessity. Woman-owned beauty brands are leading the charge toward eco-friendly practices, and we’re here for it.
From recyclable packaging, reducing and eliminating plastic, to refillable makeup products, these brands are showing that beauty doesn’t have to come at the cost of the earth. Think bamboo compacts, biodegradable glitters, and waterless formulations. They’re as chic as they are sustainable.
By 2025, sustainable beauty will be a non-negotiable trend. Woman-owned brands like our formidable client Elate Cosmetics are already setting the stage, proving that being kind to the planet is always in fashion.
3. Inclusivity is the New Luxury
Let’s talk inclusivity. The beauty industry has come a long way, but there’s still room for improvement. Enter woman-owned brands, which are redefining what it means to be truly inclusive.
These brands are creating products that cater to every skin tone, hair texture, and personal identity. It’s no longer just about looking good; it’s about feeling seen. Brands like Uoma Beauty and Fenty Beauty have paved the way, and more women are following suit.
Inclusivity will be the gold standard in beauty. Woman-owned brands are proving that diversity isn’t just a market trend—it’s the future.
4. Clean Beauty: Because You Deserve Better
Raise your hand if you’ve ever read the ingredient list on a beauty product and thought, “What even is this?” Same. That’s why clean beauty is having its moment, and woman-owned brands are leading the charge.
Clean beauty is all about transparency—no parabens, sulfates, or other questionable ingredients. These brands are creating products that are as good for your skin as they are for your conscience. And the best part? They don’t compromise on quality. This is especially important for historically marginalized consumers, like Black beauty purchasers. Research shows up to 80% of products marketed to this group contain known harmful ingredients. We’re proud to partner with brands like Strong + Strong to bring better brands, with cleaner ingredients inclusive to all consumers.
By 2025, clean beauty will be the norm, not the exception. Woman-owned brands are proving that you don’t have to choose between effective products and safe ingredients.
5. Tech Meets Beauty: The Future is Digital
Who says beauty and tech don’t mix? Woman-owned brands are proving otherwise with innovative tools and apps designed to make your beauty routine smarter.
From AI-powered shade matchers to virtual try-ons, technology is transforming the way we shop for beauty products. And let’s not forget about skincare tools that track your hydration levels or UV exposure. Fancy, right?
Beauty tech will be a must-have and woman-owned brands will be leading the way. Because if anyone knows how to multitask, it’s us.
6. The Return of Rituals: Beauty Beyond Products
In a fast-paced world, self-care is more important than ever. Woman-owned beauty brands are tapping into this need by offering products that double as rituals.
Think aromatherapy-infused skincare, jade rollers, and adaptogenic serums. These brands are transforming beauty routines into moments of mindfulness, helping us all slow down and reconnect with ourselves.
As brands like our beloved client Urban Spa understands, beauty will be about more than just looking good—it’ll be about feeling good, too. Good about our daily habits, the planet, and the power we possess in our purchases. Woman-owned brands are making sure of it.
7. The Power of Community: More Than Just Customers
Community is the heart of every successful brand, and woman-owned beauty brands are no exception. They’re creating spaces where customers feel like they belong, whether it’s through social media, events, or online forums. This is super important ton support the lived experiences of women, even common issues that cause shame, like postpartum haemorrhoids. That’s why we partner with brands like, My Bum, to take the sting out of our everyday needs for our well being (literally).
These brands are also giving back to their communities, supporting causes like mental health, education, and environmental conservation. It’s beauty with a purpose, and we’re here for it.
In 2025, community-driven brands will dominate the market. Woman-owned beauty brands are showing that the best way to win customers is to treat them like trusted friends.
8. Beauty on a Budget: Luxury for Less
Who says you need to break the bank for quality beauty products? Woman-owned brands are proving that luxury doesn’t have to come with a hefty price tag.
These brands are offering affordable yet high-quality options, making beauty accessible to everyone. From drugstore gems to indie brand discoveries, there’s something for every budget. Affordable luxury will be the norm, thanks to woman-owned brands that believe everyone deserves to feel fabulous without overspending.
9. The Globalization of Beauty: Think Local, Act Global
Woman-owned beauty brands are taking their mission to a global stage, proving that beauty knows no borders. From sourcing ethically in one country to selling in another, these brands are as global as they are local. Together with our brand partners, we’re serving global markets including Australia and the UK.
Brands are also incorporating traditional beauty practices from around the world, celebrating diversity and heritage, like Ayurvedic approaches. It’s a beautiful blend of the past and future.
Today, the globalization of beauty will be in full swing, with woman-owned brands leading the charge. Because when women support women, the (whole) world wins.
10. What’s Next? 2025 Beauty Trends to Watch
So, what does the future hold? Here are some trends you can expect to see by 2025, thanks to woman-owned beauty brands:
- Personalized skincare: Formulations tailored to your unique needs.
- Holistic beauty: Products that nourish your mind, body, and soul, with experiential marketing
Gratitude for six years in beauty & wellness.
The future of beauty is bright, inclusive, and sustainable—and it’s being shaped by women who refuse to settle for anything less. We’re so grateful to partner with best in class brands and create change. Woman-owned beauty brands are not just changing the industry; they’re changing the world. From sustainability to inclusivity, these brands are proving that beauty can be a force for good.
So, here’s to the next six years growing brands. And when you’re shopping for beauty products, consider supporting a woman-owned brand. Because when you do, you’re not just buying a lipstick—you’re investing in our movement.
