In an ideal world, every time we buy something—whether from women-owned brands or not—we’d have full transparency into how it was made, by whom, and under what conditions. Costs would be clearly broken down, supply chains easy to trace, and values impossible to fake. In reality, shopping is usually less idealistic. We’re busy. We’re bored. We just really like that funnel-neck jacket the algorithm just served us.
At Glamour, we talk a lot about the emotional incongruity of loving to shop while also wanting to do it more intentionally—something I’m profoundly guilty of. (I recently bought a pair of black cropped pants from a fast-fashion brand, shoved them into my closet, and then bought them again weeks later, forgetting I owned them. I know.)
At our core, we celebrate style, beauty, wellness, and culture—and the way those arenas intersect with the real lives of women. Part of the fun of engaging with them is discovery: trusting sites like ours to help you find things to buy—things you may not need, but that make life easier, better, or simply more joyful. That’s not changing. What has become increasingly vital is using that power of recommendation to regularly spotlight companies that stand for something beyond just capturing our dollars. Few business owners do this better than women.
For the fourth year of our Made by Women series, we’ve compiled a list of brands across fashion, beauty, wellness, and home that are at least 51% owned or co-owned by women. This year’s edit includes established favorites like Staud, Dôen, and Tower 28; buzzy breakout successes like Sofie Pavitt Face, Elisa Johnson, and Aligne; and quieter, newer, if-you-know-you-know brands that bring both utility and delight—like Misette’s charming tableware and 14th Night’s unmatched hair products.
And if you’re thinking, They’re supporting women by asking us to shop?—the answer is actually yes.
Starting a business is hard. Starting one as a woman is harder. While there are more women-owned businesses in the U.S. than ever before—and they’re often associated with increased profitability, more diverse workplaces, and stronger family-leave policies—female founders still face steep systemic barriers. In 2023, startups with all-women teams received just 1.9% of U.S. venture capital funding, according to PitchBook data reported by TechCrunch.
Add to that the fact that many women-owned brands exist precisely because of gaps in the market—creating products designed for women that men simply wouldn’t think to make, let alone get right—and supporting these businesses becomes more than symbolic.
We’re not asking anyone to shop with their conscience all the time. That’s unrealistic and, honestly, not that fun. But small steps matter. And if you discover even one women-owned brand you genuinely love from this list, we’ll consider that a win.
Below, you’ll find 60 women-owned things to buy—from fashion and accessories to beauty, home, wellness, and beyond—that we’re genuinely obsessed with in 2026.
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