8 Female-Run, Direct-to-Consumer Brands That Prove Sisters Are Doin' It For Themselves

Updated on 2/25/2018 at 1:00 PM

Even if you aren't familiar with the term "direct-to-consumer," you've probably shopped at a brand that follows the business model. The buzzy term has risen to prominence as more startup retail companies choose to "cut out the middle man" and hawk their goods straight to customers without enlisting the help of a third-party retailer. Think of Warby Parker, the glasses company that sells its styles via its own website and brick-and-mortar stores. In the beauty industry, the owners of many direct-to-consumer brands are women, because who better to run the whole damn show than a fierce female in charge?

From Glossier to Kylie Cosmetics, both up-and-coming and well-established businesses have opted to sell directly to customers, ensuring the following nine women creative — and financial! — control. Although some of these brands have since branched out of the model, each one played an important role in the history of innovative way of doing business. If you need any further proof that women are killing the beauty game right now, read on. Perhaps it will inspire you to start your own company!

Glossier

Perhaps no beauty brand has done more for the direct-to-consumer model — or the color millenial pink — than Glossier. Founded in 2014 by Emily Weiss as an extension of the blog Into the Gloss, the brand sells It-girl-approved makeup in ubiquitous bubblewrap packaging. And it's paid off big time: the brand has since raised over $34.4 million in venture capital. From a cream blush that would convert even the most staunch powder-phile to a chemical exfoliant that takes the guesswork out of cosmetic acids, Glossier consistently delivers in both quality and aesthetics — which accounts for the brand's robust social media presence.

Stowaway

Founded by Julie Fredrickson, Stowaway was born out of a frustration that's so common, you just may have faced it earlier today. Fredrickson began to notice that her purse was chock-full of beauty goodies that she never really used or needed. Enter Stowaway, a line that makes streamlined, portable products. The brand's pint-sized offerings ensure that customers always finish (and eventually throw out) whatever it is they're using. This means they spend less time digging through bags while looking for one lipstick in a sea of 40. The fan-favorite Every Day Kit ($75) contains six easy essentials that will fit into even the humblest of quilted bags.

Every Day Kit

From

$75

Goop

According to founder Gwyneth Paltrow, Goop is a "word that means nothing and could mean anything." To us, Goop means a beauty wonderland that sells a line of luxury skincare, supplements, and and fragrances. Although Goop has faced its share of problems, from the irreverent (can we all agree to stop making vaginal steaming jokes?) to the more serious (the company was $1.6 million in debt back in 2014), it endures — because women are f*cking strong.

ColourPop

Ah, ColourPop — an empire built out of $5 eye shadows. The millenial-favorite brand has become a staple in the affordable makeup-sphere, and we can trace it all back to a pair of siblings. Laura Nelson is the president and cofounder (with brother John) of Seed Beauty, an incubator that produces different cosmetics brands. One of these labels is ColourPop, and although it's now sold at Sephora, it first became (very) popular as a direct-to-consumer line. Want to know another brand that's part of Seed Beauty's lineup? That would be none other than Kylie Cosmetics. Which brings us to . . .

Kylie Cosmetics

. . . King Kylie herself! In 2016, when Kylie was only 18 years old, the teen mogul launched her eponymous line of lip kits. In just two years, Kylie has made over $420 million in product sales alone. WWD estimated that the new mother's beauty ventures will rake in a billion dollars by 2022. But the life of Kylie Cosmetics hasn't always been easy — the owner has been accused of copying a vlogger's palette, and was dragged on social media for releasing a $360 makeup brush set. Despite these challenges, Kylie soldiers on.

KKW Beauty

Not to be outdone by her younger sister, Kim launched a line of (what else?) contour kits in 2017. She later expanded her brand to include glitter pigments and lip glosses, fragrances, and a fabulously-marketed Valentine's Day heart-shaped perfume. According to industry experts, during her first roll-out of the contour kits, Kim made $14 million in under three hours. And that, my friends, is how you become a beauty boss.

Beautycounter

Mom and wife Gregg Renfrew founded this multi-level marketing company that you may have seen be sold by representatives via Facebook or other social media. Although the MLM system is a controversial one, Beautycounter has transcended that status through its superior, healthy products. One of Renfew's goals with the line was to give customers a way to buy chemical-free beauty products. The brand even has a "Never List" of harmful ingredients that you won't find in its lineup. Plus, the products — which range from lip gloss to moisturizer — are luxurious and effective.

Madison Reed

In 2013, Amy Errett founded a line of hair dyes named after her daughter. Amy's goal was to provide a salon-quality experience at home, and to make quality, ammonia-free products. The San Francisco-based company has quickly dominated the hair color market, thanks to a blend of its marketing, convenient delivery system, and team of on-call colorists.