25 Female Founders Share Their Must-Have Beauty Products

Nobody knows beauty products better than the people who make them. In celebration of International Women’s Day, we asked some of our favorite founders to share the beauty and wellness picks they reach for day in and day out—and the list does not disappoint.

“Crown Affair Dry Shampoo ($48) literally holds me together. I use it almost every single day, and it’s a truly iconic formula for a reason.

One of my newer favorite products is Soft Landing from Lenox and Sixteenth ($149). Amy Peterson is a master at skin. She has this incredible skin-care brand. I love this and I love her vitamin C.

Sarah Creal Face Flex Concealer & Complexion Enhancer ($58) is an amazing concealer. It’s so hydrating. She focuses on hydrating the skin, and she’s truly one of the best formulators out there.”

“U Beauty’s BARRIER Bioactive Mist ($78) and SMOOTH Dynamic Wrinkle Defense Serum ($148), and Crown Affair’s Hydrating Conditioner ($42).”

INNBEAUTY Project Pro C Serum ($64): “Our new clinically proven vitamin C serum that delivers transformative results, without irritating my sensitive, rosacea-prone skin.”

Victoria Beckham Foundation Drops ($110): “My skin but better that never feels heavy—perfect for Miami weather!”

“Number three is a tie between DIBS Double Standard Mascara ($31) and Kosas Revealer Eye Brightener ($32).”

“I’m obviously biased, but I can’t live without our HUEGUARD Skin Tint SPF 50 ($42). It perfectly captures what we stand for—complexion and protection in one easy step. It gives that radiant, even finish while delivering mineral SPF 50, and knowing it works beautifully across a wide range of undertones makes me so proud.

I also reach for our HUESKIN Hydrating Serum Concealer ($29) daily. It’s lightweight but gives real coverage, and I love that it’s packed with skin-care ingredients that actually improve the look of hyperpigmentation over time.

From another brand, I genuinely love Tower 28’s SOS Rescue Spray ($28). As someone who cares deeply about skin health, I appreciate brands that center sensitive skin and ingredient integrity. When I look at my routine, it’s all about intentional products that work hard and make me feel confident in my own skin—that’s always the goal.”

“Prada Soft Matte Lipstick ($50), OWYN Plant Protein Shake ($37) and Hotel Lobby London Eau de Parfum ($48).”

“ILIA Fullest Volumizing Mascara ($29), Jillian Dempsey Natural Khol Eyeliner ($20) and ILIA Skin Blur Serum Concealer ($32).”

“My top three beauty products right now have to be our new DIBS Serum Cheek Tint ($26) in the shade Cool Girl—a formula that won’t ghost you halfway through the day (because who has time to reapply?), in the most perfect color. Our Jam Jam Lip in Blueberry Ice ($26) is another favorite—it gives the best plump while subtly brightening your smile. And I’m obsessed with the INNBEAUTY Extreme Cream Moisturizer ($50). I live for the way my makeup lays effortlessly on top of that juicy hydration.”

“LYS Beauty Speak Love Lip-Plumping Glossy Lip Balm ($20), Think Bright Glow + Hydrate Serum ($28), Oath Clear Protein Powder in Sunrise Passion Punch ($40), Wilde Sea Salt & Vinegar Protein Chips ($42) and my Apple Watch.”

“I always have our Tower 28 SOS Rescue Spray ($28) in my bag. It’s the product that quite literally changed my skin, and it’s the first to earn seals from the National Eczema Association, National Psoriasis Foundation and National Rosacea Society.

I also love the RŌZ Foundation Hydrating Shampoo ($62). It leaves my hair soft and healthy without feeling heavy, and it fits perfectly into my low-maintenance routine.

And I’m obsessed with the MARA Universal Face Oil ($72). It gives you that beautiful glow while still feeling nourishing and gentle on the skin.”

Rare Beauty Soft Pinch Liquid Blush in Hope ($25): “Can’t get enough of this shade. It just works every time, and I love how thoughtful the brand is.”

DAISE Lip Peptide Butter Balm in Cake Pop ($7): “The perfect shade of pink that leaves my lips hydrated without feeling sticky.”

rhode Glazing Milk ($32): “My everyday skin-prep step. It gives that fresh, glazed glow and makes makeup sit beautifully without feeling heavy.”

“I love taking HUM Nutrition Dream Team Magnesium ($30) at night because it helps me unwind and supports deeper, more restful sleep. It has become a small but meaningful part of my evening routine.

Jouer Barrier Cream ($44) is one of my daily essentials because it deeply hydrates and helps strengthen the skin barrier, leaving my skin looking plump, healthy and naturally radiant.

I love Jouer Luminize Eye Patches ($32) whenever my under-eye area needs a refresh. They instantly make me look more awake and hydrated, which is especially helpful on busy days or after travel.”

“I’m obsessed with our newest scent, Hinoki. It’s built around the idea of strength and resilience, which I think we could all use right now. It’s the first ritual we’ve launched with products for hair and body at the same time, so I feel proud of that. 

The texture of our Whipped Body Butter ($17) is gorgeous, and the formula is so hydrating without being heavy or greasy. I’ve been using it all winter.

I hadn’t known this until recently, but a lot of flosses are made with ‘forever chemicals,’ which I would like to avoid. A friend told me about this floss from Terra & Co ($8) that’s vegan and free of PFAS, which is great. And it’s fun because it’s stylish in black.”

“I’m obsessed with Sofie Pavitt Face—the Mandelic Serum ($54) is an everyday staple for me. Obviously, all things DedCool—fragrance and laundry included—and Soft Services—their Theraplush ($62) in the unscented (and Xtra Milk) version is so good.”

T3 Aire 360 ($300): “I use the AireBrush attachment every day because I’m an everyday-wash girlie.”

Emi Jay Halo Hair Oil ($38):”It leaves my hair shiny and healthy-looking after I style.”

Dr. Diamond’s Metacine Bioactive Hydrolipid Barrier Moisturizer ($300): “It leaves my skin supple and glowing and is really chef’s kiss.”

“Soft Slip Priming Milk ($32) from Personal Day, my COMFIER Electric Scalp Massager ($50) and the Theraface Depuffing Wand ($170).”

“I’m a big fan of creative branding and marketing, and personally love what Crown Affair, Henry Rose and rhode are doing.”

“Barefaced Overachiever Serum ($155), The Bomb Co. Wild Caught Marine Collagen ($80) and CurrentBody Red Light Mask ($470).”

The Ludmila Essential Mermaid Mini Brush by BUR BUR ($54): “I take it everywhere. It’s perfect for slick backs and for touch-ups on the go, especially when traveling.”

Shelter Skin Body Butter ($64): “I love the texture and how amazing it smells, and the ingredients are top tier.”

Surya Kansa Wand ($75): “Obsessed is an understatement.”

“I’ve become recently obsessed with NuFACE ($395); INNBEAUTY Project’s Extreme Cream ($50) has been my tried and true for the past couple of years; and of course the Stakt Mat Pro ($128)!”

Skin by Ella Bronze Creams ($28): “I love makeup that enhances rather than hides your skin, and these bronzing creams do exactly that. They blend beautifully and give that healthy, sun-kissed warmth without looking heavy or overdone. It is the kind of product that makes you look like you just came back from a great weekend outside.”

Indie Lee Botanicals Morning Dew Gel Cleanser ($20): “This one is very special to me. It reflects the idea behind Botanicals—thoughtful, accessible skin care rooted in the same clean standards we built the brand on years ago. It leaves skin feeling fresh and comfortable, and it is a really lovely way to start the day.”

Sunlighten Infrared Sauna ($6,199): “This was definitely a splurge when we built our new home, but it has been a real wellness investment for me. Living with autoimmune conditions means my body sometimes needs extra support, and regular sauna sessions have become part of how I reset and care for myself. It is one of those rituals that makes a meaningful difference in how I feel.”

Qure Q-Rejuvalight Pro LED Mask ($399): “Red light therapy is honestly one of those things that I think everyone should have in their routine, no matter their age or concern. It’s one of the few treatments that consistently supports skin health over time by helping with collagen and calming inflammation. For me it’s become one of those nonnegotiables. It’s easy, it works quietly in the background while you’re doing other things, and it’s something I know I’ll always keep in my routine.”

Oura Ring ($349): “I love having real insight into my sleep, recovery and stress levels. It’s made me much more aware of how my body is actually recovering and helps me prioritize rest.”

Prescription skin care from The Secret Skincare: “Pregnancy has definitely thrown my skin a few curveballs, so having a dermatologist guide my routine through The Secret Skincare has been incredibly helpful. Everything is customized to exactly what my skin needs right now, which takes a lot of the guesswork out of it.”

Dr. Hallie: 

ERLY Night Moisturizer with Peptides ($42): “I’m obsessed. It’s a nonnegotiable part of my routine.”

IT Cosmetics CC Cream ($47): “I love it. It has good coverage and SPF 50.”

ERLY Daily Splash ($38): “My skin just drinks it up; it’s awesome.”

Jamie: 

ERLY Face Foam ($24): “It’s the only cleanser that I have found that’s gentle enough for my sensitive skin but also removes all my makeup on the first wash.”

Grande Cosmetics Brow Serum ($68): “It’s everything to me and brows are everything to me.”

ERLY Night Moisturizer with Peptides ($42): ” I can’t live without it.”

Fur Oil ($55): “It’s my all-over body moisturizer.”

OUAI Fine Hair Shampoo ($32): “I love how it works with my hair and smells great.”

“CYKLAR Vitamin C Body Oil ($38), MUTHA Exfoliating Body Bar ($30), MUTHA Vitamin C Serum ($130) and HigherDOSE Infrared PEMF Mat ($1,295).”

“My essentials right now start with our Rose Code Lip Halo Oil ($25), which is a perfect minty brightening formulation. I also never miss a day with our Rose Code Oral Wellness Duo ($60) to maintain my gum and tooth health from a cellular level. For skin care, I’ve recently discovered Le Balm by Bonjout Beauty ($130)—it reminds me that there is a certain powerful elegance to simplicity.”

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