11 Female-Led Beauty Brands To Watch in 2025
Did you know that women control over $30 trillion in consumer spending worldwide? Particularly when it comes to household shopping, we are the ones in the drivers seat. With that power, comes the opportunity to support female-led businesses in the most amazing way. Buy from them. Be thoughtful about where you buy and what brands you buy.
To make it easy to shift that consumer spending, we’re bringing the brands to you. Each week we’ll highlight some of the most incredible products and services you can try next time you shop. Plus we caught up with a few of them and asked them for the best piece of advice they’d give to another woman in business, in case you are on this rollercoaster ride with us!
The beauty industry is experiencing a revolution, and women are leading the charge with brands that prioritise sustainability, wellness, and inclusivity. From innovative skincare to luxurious cosmetics, these female-led brands are set to make waves in 2025 and beyond. Here are 10 beauty brands led by inspiring women that you should keep an eye on.
1. Skiin Days (Lucy Cardwell)
Lucy Cardwell’s Skiin Days is a skincare brand that is pro-age, natural skincare for 40+ peri-menopausal skin. It combines simplicity with science. Focused on providing hydration and skin barrier support, Skiin Days' range of products is designed to simplify routines while offering maximum benefits. Lucy’s approach prioritises nourishing the skin with carefully selected, high-quality ingredients, making this brand a rising star in the skincare world. With Skiin Days, your best skin days are yet to come.
Website: skiindays.com
Instagram: @skiindays
2. Island Vibes (Amy Campbell)
Island Vibes by Amy Campbell is a sunless tanning, professional tanning and tan accessories brand that creates that relaxed holiday feeling, every day so we can all escape the stresses of our daily lives and feel good living the Vacay vibes, 365. Her mission is to create a community-focused, authentic brand that embraces inclusivity and diversity, which is evident in the range of models Amy selects for her campaigns, embracing all ages and the lumps and bumps!
Website: island-vibes.com.au
Instagram: @i.v_island_vibes
3. Sage Cosmetics (Polly McCourt and Lucille Wilson)
Co-founders Polly McCourt and Lucille Wilson are the creative minds behind Sage Cosmetics, Natural Skincare Workshops, Hens Parties & Events. They’re all about inspiring, encouraging, teaching and creating. Join them on a journey full of delightful scents, nourishing ingredients, and a whole lot of skin loving. Their workshops are jam-packed with information to give you the confidence to make, make, make on your own. Plus at the end of each class, you'll always take home the most exquisite skincare products- all made by you.a brand that merges the wisdom of natural plant-based ingredients with modern beauty needs. Sage Cosmetics specialises in 100% pure essential oils and DIY skincare kits, allowing users to create their own bespoke beauty rituals. Their focus on holistic wellness and eco-conscious practices sets them apart in the beauty industry.
Website: sagecosmetics.com.au
Instagram: @sagecosmetics
One piece of advice I have for other women who want to embark on a business venture, is to just jump in! We've seen many smart and talented friends with fabulous ideas get stuck into the trap of using over-planning and perfection as a way to delay and even stop them from actually starting. Whilst the "say yes and figure out the details later" mentality can occasionally bite you in the bum, it can also light a fire under it and lead to amazing things. Prioritise what absolutely needs to be perfect, and roll with the rest. Jumping in the deep end can be a lot of fun!
- Polly McCourt, Owner & Head Educator, Sage Cosmetic Coaching.
4. Lush Body & Soul (Toni Petersen)
Lush Body & Soul, a Kalgoorlie based beauty clinic, they offer a comprehensive selection of beauty and wellness treatments designed to enhance your natural beauty and provide you with the ultimate pampering experience. Their services include facials, waxing, pedicures, massages, IPL hair removal, acrylic nails, beauty therapy, day spa treatments, eyebrow waxing, relaxation massage, skin care, spray tan, and Swedish massage.
Website: lushbodyandsoul.com
Instagram: @lushbodyandsoul_wellness_spa
5. Mikaela Jane Hair (Mikaela Jane)
Mikeala Jane is a dedicated hairdresser with a specialisation in curly hair, hair and scalp care, and colour transformations. With years of experience and a deep understanding of diverse hair textures, she prides herself on creating personalised experiences that celebrate the unique beauty of every client's hair; Curly, Straight, Wavy and everything in-between. She is committed to helping you look and feel your best. Step into the world of Mikaela Jane Hair and embark on a journey to unlock the full potential of your hair!
Website: mikaelajanehair.com.au
Instagram: @mikaelajane.hair
6. CD Cosmetics (Carla Diretto)
Carla Diretto’s CD Cosmetics was established in 2022 in Cobram a small town on the Murray River. She takes a holistic approach to anti-aging treatments and focuses beyond injectables taking into account skin and internal supplements. This approach allows everyone to experience cosmetic medicine. At CD Cosmetics we are fortunate enough to also have beauty therapy & hair services available. Leshae Wilson is a beautician of 17 years and works out of the CD Cosmetics space to offer the most up to date beauty treatments. Ayla Miechel is a hairdresser of 10 years providing her clients with the latest hair trends and fashion. Both ladies bring a wealth of knowledge to their industries and I am so proud to have such incredible women in their fields working out of my space.
Website: cdcosmeticsau.com.au
Instagram: @cdcosmeticsau
"Empowered women, empower women”
Reflect on your circle of friends; those who don't fuel your entrepreneurial journey may steer you in the wrong direction. Surround yourself with those who will support your endeavours, and witness how their encouragement ignites your success.
- Carla Diretto, Founder CD Cosmetics
7. BA Botanics (Jessica Smith)
Founded by Jessica Smith, BA Botanics is inspired by the intrinsic connection between skin and mind - nourish your mind, body and soul with a wellness focused facial and a gorgeous skincare range. With a commitment to using only the purest ingredients, BA Botanics offers a range of skincare solutions designed to soothe, hydrate, and protect the skin. Jessica’s brand focuses on promoting natural beauty while ensuring sustainable practices at every step of production.
Website: babotanics.com
Instagram: @babotanics
8. Iridis Cosmetics (Peta-gai McLaughlin)
Peta-gai McLaughlin founded Iridis Cosmetics with a mission to make makeup fun, easy, and accessible for everyone. Iridis Cosmetics offers a wide range of makeup products, from lipsticks to foundations, all formulated to be inclusive and cruelty-free. With a focus on educating anyone who wants to wear makeup through their popular ‘Glamtorials’, their mission is more than just makeup, they teach you how to view yourself in a much more positive light as well. Peta-gai’s brand stands out for its approachable, empowering vibe, and is a welcome addition to the beauty industry.
Website: iridis.com.au
Instagram: @iridiscosmetics
9. Auriche (Lana Kelly)
Lana was in the months leading up to her wedding when she noticed the persistent discolouration to her dyed blonde hairline. On the verge of breaking up with her hairdresser, together they realised that weekly spray tans were the culprit. Auriche is a complete haircare system designed to reclaim your crown, prevent and repair damage to the hair from fake-tanning. Lana’s commitment to excellence has made Auriche a brand to watch in the beauty space.
Website: auriche.com
Instagram: @aurichehair
🎧 Listen to Lana’s business story on the SPARKTV podcast.
10. The Lip Lab Perth (Tara Clark)
Tara Clark is revolutionizing the beauty industry with The Lip Lab Perth, a custom lipstick and foundation bar where clients can create their own perfect shade. With a unique, personalized approach to beauty, Tara’s brand allows customers to be creative and hands-on in their makeup choices. The Lip Lab Perth offers a bespoke experience that is redefining how we think about cosmetics.
Website: theliplabperth.com.au
Instagram: @theliplabperth
🎧 Listen to Tara’s business story on the SPARKTV podcast.
11. Kinder Life (Natalie Sellars)
Kinder Life by Natalie Sellars is a holistic facialist. Experience the synergy of natural and organic skincare, carefully curated from prestigious small batch Australian and NZ brands. These curated formulations alongside clinically proven technology, unite to deliver truly remarkable results. Their newest treatments, The Fequency Facials, use vibro sound healing beds to create a truly unique facial experience. Created by Natalie Sellars, this is unlike any treatment you have ever had before.
Website: kinderlife.com.au
Instagram: @kinder_.life
These inspiring women are reshaping the beauty industry with their innovative products and passion for creating positive change. Whether through sustainability, inclusivity, or customisation, these female-led brands are setting new standards in beauty. Watch out for them in 2025—they’re just getting started!
If you’re wondering how you can support a woman in business, remember you control the spending power!
