These Women-Founded Beauty Brands Are Still Seeing Success A Decade Or More Later

Beauty trends come and go at lightning speeds, and with that, some beauty brands aren’t able to keep up, particularly those with celebrity faces at the forefront. In recent years, some have even filed bankruptcy.

Yet, amidst the ever-evolving nature of the beauty industry, other beauty brands have managed to stand the test of time. For over a decade or more, these founders have continued to shape the industry. Discover five outstanding beauty brand founders of this era.

May the success of these women entrepreneurs in the beauty industry serve as a reminder that a customer-centric approach, authenticity and adaptability are the true keys to a thriving business:

Gail Federici worked with London-based hairstylist John Frieda in 1986 and launched the John Frieda Professional Hair Care company, the brand behind the iconic Frizz Ease. The partners sold the company in 2002, and 11 years later, Gail launched Color Wow.

The company offers globally renowned hair products, including the Root Cover Up and Dream Coat. According to the brand’s Instagram account, one Dream Coat is sold every five seconds.  

At some points, the company couldn’t hire enough people to meet the huge demands. According to Forbes, its sales revenue will close at $250 million worldwide, while retail sales will be over $500 million. Another secret to their success is that they could secure products in stock, even during the pandemic. 

Did you know that the egg-shaped sponge you use today was the brainchild of a celebrity makeup artist? CEO Rea Ann Silva created the iconic beauty blender to help her clients achieve flawless looks that last the whole day. This small yet powerful, edgeless sponge entered the beauty industry in 2002.

In an interview with NBC Los Angeles, One of her challenges was working with male engineers who did not know makeup.

“The advantage I had was that most men I was dealing with knew nothing about makeup. There were many no’s. It’s a numbers game until you get to the yes.”

Rea Ann is one of the eight women in The Smithsonioan’s National Museum of American History in an art called “The Only One in the Room: Women Achievers in Business and the Cost of Success.” Beautyblender now offers other beauty items, such as cleansers and makeup.

At the heart of Glossier’s success is its understanding of its customers. Initially composed of millennials, their target market now includes Gen Z. The development of the Milky Jelly Cleanser product was based on the feedback from the Into The Gloss community. This prioritization of two-way communication helped strengthen their relationships with existing customers. 

In 2022, Glossier made Olivia Rodrigo its first celebrity brand ambassador, and the brand has been building rapport with the singer since early 2021.

Holly Thaggard launched the cult-favorite Supergoop! in 2007 to make sunscreen application fun for everyone. The idea to create a sunscreen-focused brand came after her good friend was diagnosed with skin cancer in the early 2000s, when sunscreens are associated with beach days and not regular skin care routines.

Soon after the launch, Holly gave sunscreens to elementary schools to help promote the importance of sun protection. 

“I started knocking on private school doors and talking to everyone that would listen about how badly Supergoop! was needed in the classroom. That program took off, and I had six schools throughout Louisiana and Texas.”

Holly and former CEO Amanda Baldwin were awarded the Entrepreneur Of The Year National Overall Award in 2022. This program honors entrepreneurs who act boldly to transform the world.

Melissa Butler was a former financial analyst who quit her job to create inclusive beauty products. She founded The Lip Bar — a vegan cosmetics company offering playful lipstick shades — in 2012. Melissa appeared on Shark Tank, where all five judges rejected her.

Fast-forward to 2021: The company was valued at over $7 million and has grown from offering lip products to a makeup collection for all skin tones. According to Melissa, transparency and authenticity are crucial to a successful business. “Whenever I’m around customers, and they tell me that they’re proud of me, or they [show up] with their little sister or their niece, those are the moments in which I am most proud,” she told Her Agenda in a 2021 interview. “Social media allows you to get a glimpse into people’s lives that you may never encounter. I love that I can kind of be this figurehead, but this figurehead who’s also accessible, and they know my story.”