The Best Female Founded Beauty Brands of 2026

Founded by Amy Liu · Los Angeles, CA

Amy Liu founded Tower 28 after years in the beauty industry unable to find clean products that worked for her eczema-prone skin. Every formula is SkinSafe-certified, free from the 1,800+ ingredients most likely to cause reactions, and stands up against the competition. The brand has become a go-to for anyone who's ever had a reaction to a "clean" product and given up hope that clean and effective could coexist.

Founded by Katherine Power · Los Angeles, CA

Katherine Power founded MERIT on the idea that beauty should be effortless, and created a curated lineup of high-performance essentials that work together and never compete. Every product is designed to replace three others in your bag. The Minimalist tinted moisturizer with SPF became an instant bestseller, and their Flush Balm is the cream blush that converted a generation of powder users.

Founded by Sheena Yaitanes · Los Angeles, CA

Kosas is hyper-focused on functional makeup that acts as skincare. This is the future. We want to look like ourselves, but with the confidence of flawless skin. Kosas this for us.

Founded by Laney Crowell · New York, NY

Laney Crowell launched Saie in 2019 with a singular obsession: make clean makeup that looks truly beautiful. The Glowy Super Gel became a cult staple immediately, and the Slip Tint Dewy Tinted Moisturizer is one of the most-repurchased products on our site. Saie products feel like skincare you actually want to wear.

Founded by Jenna Meek & Jess Hunt · Manchester, England

Jess Hunt and Jenna Meek founded REFY in 2020 with a straightforward goal: make the fewest, best products possible for a sculpted, natural look. The brand launched with a single brow product and built a cult following before expanding into lip, lash, and face. Every REFY formula is designed to work together as a system into the kind of streamlined routine.