Today’s world of wellness is bustling with all sorts of innovation and brands begging for your allegiance. On the supplement side of things, savvy shoppers look for quality products with science-backed formulas to help them determine their purchases. But there are often more emotional reasons we’re drawn to a brand, such as who founded it and why.
A brand’s origin story can be just the inspiration you need to consider trying it. So, in honor of Women’s History Month, here are seven female-led brands pioneering the future of wellness. Read on for their founders’ inspiring journeys, brand missions, and best advice.
Wile
Julie Kucinski refused to accept the way society seemed to forget about women in their 40s and 50s, so she co-founded Wile to ensure that middle-aged women feel seen—and that they have support to reframe what this stage of life can be and live it to the absolute fullest. Enter a line of plant-powered supplements formulated to embrace and empower women through the hormonal and other shifts they experience throughout midlife.
“This is our time to live in our power, clarity, and confidence,” says Kucinski. “Women in their 40s and 50s are incredible. We want them to see it, feel it, know it.” And Wile is truly here to stretch out a hand. From the Burnout Relief Tincture to the Hot Flash herbal supplement, each carefully crafted offering serves to help women step into their complexity, power, and balance in partnership with whatever ebbs and flows their body is moving through.
“Every stage has its rewards and epiphanies and they are all good,” Kucinski says. “Be excited to meet the next you and live joyously as this one. Why fight to live in your past?” With the right attitude (and the right herbal support by your side), the often-dreaded season of these middle years can surely be your best yet.
Wholier
There are a lot of multivitamins out there—and still, Lisa Gonzalez-Turner couldn’t find one that met all of her needs as a vegan. So, she decided to create a multi that not only checked key nutritional boxes for plant-based eaters (think vitamin B12, iron, and omega-3s) but stood true to the principles of health-conscious folks. That’s how wholier, and its innovative Multi for Plant-Based People, was born.
“My biggest driver is creating products that really make a difference in people’s lives. Having gone through my own health journey, I want to support as many people as possible on theirs,” Gonzalez-Turner says. “wholier stands for empowering health-conscious individuals with clean, plant-based health essentials. Our focus is on crafting products that are not only effective but also align with a deep respect for the values and desires of conscious consumers: minimal ingredient lists, food-based nutrients, transparency, and sustainable practices.”
And though Gonzalez-Turner’s path lead her into the world of all things plant-based, her greatest advice is to allow your journey to truly be your own. “It’s about listening to your body and responding to its needs, whether that’s adjusting your diet, supplement intake, or exercise routine,” she shares. “It’s not about keeping up with every new trend, but about finding a sustainable, balanced approach that keeps you feeling energized and healthy.” If embracing a plant-forward lifestyle fuels your inner fire, you can bet that wholier has your back every step of the way.
G.O.A.T. Fuel
The energy drink industry is notorious for being male-dominated—but that didn’t scare off G.O.A.T. Fuel co-founder Jaqui Rice Gold. In fact, this fierce female entrepreneur’s go-to advice is to “embrace challenges as opportunities for growth and never be afraid to ask for what you deserve.” The buzzy beverage has set a new standard for the fridge, delivering next-level performance with innovative ingredients like adaptogenic mushrooms. Plus, thanks to a dose of BCAAs, G.O.A.T. Fuel really sits in the unique position of being an energy drink, sports drink, and functional beverage all wrapped up in one sleek can.
“I’m motivated by the desire to make a positive impact on people’s lives,” Rice Gold says. “Knowing that the health-focused products we offer at G.O.A.T. Fuel can contribute to individuals’ overall wellness and vitality is incredibly fulfilling. We’re all about aspiring to greatness, pushing boundaries, and never settling for mediocrity.”
For Rice Gold, that looks like crushing it in business without losing a laser-sharp focus on overall wellness. She knows that you’re only as strong as your foundation, which is why her G.O.A.T. Fuel-powered drive is always paired with practices like mindfulness, strong connection to a supportive community, physical activity she enjoys (it can’t feel like a chore, she says), and plenty of good ol’ sleep.
Health & Her
After witnessing the utter lack of support women they loved received throughout menopause, Kate Bache and Gervase Fay founded Health & Her to respond to the desperate need for personalized menopause care that could alleviate the confusion and, frankly, suffering many women endure because of misinformation, taboos, and poor healthcare. The holistic menopause wellness brand that’s blossomed since truly supports women in this life phase from all angles, providing both targeted supplements to address specific concerns like changes around intimacy and weight management, and a free app that offers a whole host of support (think informative articles, recipes, a hydration tracker, and more).
“We believe that menopausal women are the unsung heroes of society: the nurturing mothers, dedicated partners, inspiring leaders, and compassionate caregivers to parents. They are the strong guiding presences that shape our families and communities,” Bache and Fay share. “We are motivated to create a world where menopausal women are not just surviving but thriving. Our mission is to empower women to regain their vitality, rediscover their true selves, and navigate through perimenopause and menopause with confidence.”
Naturally, many of Bache and Fay’s go-to tactics for nourishing their own health line up with the research-backed support offered in the Health & Her app. Some of the big ones include tracking lifestyle changes and mental and physical health to foster reflection and gain valuable insights, limiting processed foods and added sugars, and finding ways to practice self-care (even if it’s a few minutes of quiet on a hectic day). “We believe that wellness is a journey, not a destination,” say Fay and Bache. “Small, consistent efforts and habit changes contribute to a balanced and healthy lifestyle, paving the way for lifelong wellness.”
MaryRuth’s
MaryRuth’s cheerful packaging stands out in a sea of supplements, but there’s so much more to the brand than its design. Famous for their tasty gummies and liquid supplements (you have to try the Liquid Morning Multivitamin!), the brand’s founder, nutritional consultant MaryRuth Ghiyam, believes in finding small ways every day to take control of your health. “MaryRuth’s aims to support others in their health and wellness goals by helping them create structure within each day by performing micro-actions to achieve their macro goals,” says Ghiyam.
MaryRuth credits time management for her ability to create a profitable business that gives back to its employees and customers. “I believe that increasing our quality of life has to do with learning to manage our time and fill our days with tasks that move us forward but that also bring us joy and happiness,” she says.
One of MaryRuth’s go-to time-management strategies (which she encourages all female entrepreneurs to get serious about) is time blocking. The idea is that by dedicating small pockets of time to your personal and professional priorities, you can achieve balance. “I’ve been time blocking for the last 19 years, and it has allowed me to be a partner to my husband, have four very young children, and grow my business,” says Ghiyam.
Winged
There are a lot of names in the CBD game, but Winged stands out from the crowd because the brand is by women, for women. Founded by Jessica Mulligan after she experienced the profound benefits of CBD and adaptogens, Winged formulates solutions for modern women who want to sleep better, stress less, have better sex, and improve their overall quality of life. (Fun fact: The name Winged is inspired by the idea when women aren’t held down by stress or anxiety, they can take flight and truly do anything.)
Mulligan has plenty of lessons learned to share with other female entrepreneurs. One big one? Focus on business-critical tasks that require your specific skill set, and delegate the rest (including anything administrative in nature).
Perhaps most importantly, Mulligan shares a reminder for any female entrepreneur dealing with all of the ups and downs that come with launching a business: “Success is rarely linear. There are a lot of ups and downs on the way to the top. Just keep swimming.”
NB Pure
A pioneer in the wellness world for 25 years now, NB Pure (which stands for Natural. Better. Pure.) produces natural, effective, and convenient foundations for wellness. You might know the brand for their Mag O7 Cleanse, but that’s just one of their many gut-forward offerings, all of which are designed to help consumers solve a problem or achieve a goal.
Founder and CEO Danna Pratte has been in the business of helping to improve people’s health and well-being for a long time—and knowing her work contributes to the journeys of so many people keeps her going. “I can’t begin to describe how rewarding it is to wake up every day knowing that my work and career path has such a positive impact on people’s lives,” she says.
Pratte is a well of entrepreneurial wisdom. Some of her greatest advice for others? Learn to take a step back and trust the people you’ve surrounded yourself with, and always stay true to yourself. “Remembering to remain authentic to both personal and business values is crucial to overall success, she says. “And always lead by example!”