female founder

Four Women-Founded Brands We Love

As a woman-led company, Landing’s mission has always been closely tied to creating more opportunities for women leaders in the beauty industry. A 2016 report by LedBetter, a research group that measures gender disparity, found that only 29% of board and executive positions in beauty are held by women. But as the indie beauty movement continues to thrive, more and more women are getting a seat at the table–creating and leading their own brands alongside majority female teams. At Landing, our tools make it easier for these female-founded indie brands to gain visibility at retail and continue to grow. In honor of Women’s History Month, we’re spotlighting four inspiring women-led beauty brands we feel lucky to work alongside. 

Clean Circle: 

Founder Lena Chao created Clean Circle in December 2020 as a result of a personal mission to make her daily beauty rituals a little more sustainable. Now available at Credo Beauty, Anthropologie and JCPenney with three SKUs–reusable bamboo rounds, makeup remover pads and a new konjac sponge–Clean Circle takes eco-responsibility a step further than most, ensuring that every product is made with transparent materials in ethical work environments. Plus, Lena prioritizes materials and ingredients that honor the Asian diaspora, promoting cultural relevance and equity in her brand. 


Monica Robinson founded Kmoni Cosmetics in 2017 with the hopes of bringing natural and holistic bath and body products to people around the country. Drawing on her recipe-building knowledge from culinary school and adding in traditional West African ingredients like nourishing palm oil, Monica got her start whipping up soaps and scrubs in her North Carolina kitchen. Today, Kmoni is one of the most exciting up-and-coming indie brands and Monica’s sensitive skin-friendly formulas can be found on shelves at JCPenney, ASOS and Kohl’s. 

St. Moriz 

The UK’s #1 self-tanning brand, St. Moriz is now taking over stateside at retailers like Ulta, JCPenney, Target and Walmart. Their luxe tanning products are a customer favorite for their ease and natural-looking results. Since 2007, St. Moriz founder Mel Brownlow–who worked for beauty giants like Gillette, Unilever and Coty before starting her own brand–has expanded the brand into 35 countries and innovated over 20 SKUs. 

The ReNatural 

A category-defining innovation, The ReNatural’s Wig Fix is the world’s first patented breathable silicone headband that secures your wig while protecting your scalp and promoting natural hair growth underneath. Started by UK-based founder Aasiyah Abdulsalam, The ReNatural is now sold in over 33 countries, has been voted one of the best beauty products by VOGUE, and received the first wig-related patent in over 55 years. 

Supporting more women leaders in the industry is just the beginning of what we hope to accomplish here at Landing through our work. To learn more about why we think diversity and inclusivity are essential in the beauty industry, click here

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