Founders Who Are Soft-Launching Their Empires (and Winning)
They're not yelling about their success—but you’re about to start seeing them everywhere.
In the ever-evolving landscape of entrepreneurship, a new wave of women founders is redefining success. These trailblazers are quietly building brands with thoughtful aesthetics, niche followings, and immense growth potential. Their soft-launch strategies prioritize community, authenticity, and sustainability over flashy rollouts. Here are some real women-owned brands making waves in 2025…
Ami Colé – Founded by Diarrha N'Diaye-Mbaye
What it is: A clean beauty brand celebrating melanin-rich skin tones.
Why it works: Born in Harlem, Ami Colé offers minimalist makeup products designed for deeper skin tones, using non-toxic, skin-loving ingredients.
Cult potential: With a focus on authenticity and community, Ami Colé has garnered a loyal following and is now available at Sephora.
Cécred – Founded by Beyoncé Knowles-Carter
What it is: A professional hair care brand catering to all hair types.
Why it works: Launched in 2024, Cécred combines science-backed formulas with luxurious ingredients, reflecting Beyoncé's commitment to quality and inclusivity.
Cult potential: Rapidly gaining traction, Cécred amassed 2 million customers within six months of launch.
Boito – Founded by Richa Maheshwari
What it is: An Indian luxury fashion brand preserving traditional handwoven textiles.
Why it works: Boito collaborates with artisans from Odisha, blending heritage crafts with contemporary designs, promoting sustainability and cultural appreciation.
Cult potential: With a focus on slow fashion, Boito appeals to conscious consumers seeking meaningful luxury.
Oner Active – Founded by Krissy Cela
What it is: A women's athleisure brand emphasizing performance and style.
Why it works: Fitness influencer Krissy Cela leveraged her community to build Oner Active, focusing on quality and inclusivity.
Cult potential: Achieving £80 million in annual revenue within four years, Oner Active is a testament to the power of community-driven growth.
Ophelia Eve – Founded by Samantha Yorn and Beth
What it is: A jewelry brand inspired by Victorian-era designs.
Why it works: Combining rich storytelling with intricate craftsmanship, Ophelia Eve offers 18-karat gold pieces adorned with vibrant gemstones.
Cult potential: With celebrity fans and a debut at Paris's Printemps, the brand is poised for global recognition.
Pop & Suki – Co-Founded by Poppy Jamie and Suki Waterhouse
What it is: A fashion accessories brand known for its customizable, pastel-hued handbags.
Why it works: Launched with a focus on personalization and a signature "millennial pink" aesthetic, Pop & Suki quickly gained popularity among celebrities and on Instagram.
Cult potential: Its playful designs and strong social media presence have made it a favorite among fashion-forward women.