From cosmetics to clean food and fashion, a new wave of female entrepreneurs is redefining retail through innovation, inclusivity and impact. These industry leaders are not just building brands; they’re shaping movements, leveraging their platforms to promote mental health, sustainability and representation. Here’s a look at how women like Selena Gomez, Kylie Jenner and Rihanna are turning commerce into a catalyst for change.
Selena Gomez: Rare Beauty
Selena Gomez continues to make waves in the beauty industry with her brand, Rare Beauty, which is known for promoting inclusivity and mental health awareness. In 2025, Rare Beauty introduced the Soft Pinch Matte Bouncy Blush, a versatile cream-to-powder product designed to suit a variety of skin tones. Gomez celebrated this release by hosting an event in New York City, where she purchased the product for fans. She also showcased a unique beauty look, sporting a fresh glow achieved with a non-traditional manicure. Beyond its products, Rare Beauty’s Rare Impact Fund remains a driving force, supporting mental health initiatives, particularly in underserved communities. With these efforts, Gomez continues to empower individuals, making beauty a tool for confidence and change. Photo bottom left: STEFANIE KEENAN/GETTY IMAGES FOR RARE BEAUTY
Kylie Jenner: Kylie Cosmetics
Kylie Cosmetics, founded by Kylie Jenner in 2015, continues to evolve in 2025, adapting to changing consumer preferences and expanding its product offerings. The brand has introduced the Natural Blur Powder Foundation, a versatile product designed for all-over coverage, setting makeup or on-the-go touch-ups. This silky, medium-coverage formula provides a breathable matte finish that hydrates, reduces shine and smooths uneven texture, catering to a wide range of skin types. Additionally, Kylie Cosmetics has launched Cosmic Kylie 2.0, a fragrance featuring top notes of pear and pink pepper, middle notes of orchid and lavender and base notes of amber and sandalwood. The scent is housed in a silver, warped chrome bottle, symbolizing self-reflection and personal growth. These new products reflect Kylie Cosmetics’ commitment to innovation and meeting the evolving needs of its customer base. Photo top left: MICHAEL SIMON/WIREIMAG
Reese Witherspoon: Hello Sunshine
Reese Witherspoon’s media company, Hello Sunshine, continues to thrive in 2025 with a range of exciting new projects. The company is set to release Elle, a prequel series to Legally Blonde, which will explore the high school years of Elle Woods, with Lexi Minetree starring as young Elle. The series will debut on Amazon Prime Video. Additionally, Hello Sunshine is behind You’re Cordially Invited, a romantic comedy starring Witherspoon and Will Ferrell, set to premiere in January 2025 on Amazon Prime. The company is also producing F1 Academy, a docuseries about the all-female racing league, which will stream on Netflix. Witherspoon continues to use Hello Sunshine to champion female-driven stories across multiple platforms. Photo top right: ELYSE JANKOWSKI/GETTY IMAGES
Jennifer Garner: Once Upon a Farm
Jennifer Garner’s organic baby food brand, Once Upon a Farm, continues to grow in 2025, maintaining its commitment to providing nutritious, clean products for children. The company has made significant strides by pledging to source seven million pounds of apples and pears from farms certified by the Equitable Food Initiative (EFI), which works to improve conditions for farmworkers. This effort reflects Once Upon a Farm’s dedication to sustainability and social responsibility. In addition to expanding its product range, Once Upon a Farm has also partnered with the Angel City Football Club, furthering its mission of promoting healthy living. The collaboration ensures young athletes, especially female and gender-expansive players, have access to nutritious snacks and soccer programming. With products now available in over 16,000 stores nationwide, Once Upon a Farm continues to lead the charge in the organic baby food industry, ensuring that families have access to high-quality, wholesome nutrition. Photo bottom right: AMIE MCCARTHY/GETTY IMAGES FOR ONCE UPON A FARM
Jessica Alba: The Honest Company
Jessica Alba’s The Honest Company continues to make strides in the clean beauty and personal care sectors. The company recently reported a 10% revenue increase, reaching $378 million, and achieved its first year of positive adjusted EBITDA at $26 million. With new product launches and a strong first quarter projected, The Honest Company expects 4-6% revenue growth for the year. Alba, who stepped down as Chief Creative Officer in 2024, remains on the board of directors, offering strategic guidance. Her decision to reduce day-to-day involvement has allowed Alba to pursue new creative endeavors, including her Roku series Honest Renovations, which will return for its second season in August 2025. Despite leadership changes, The Honest Company stays committed to its mission of sustainability, transparency and providing safe, effective products for families, solidifying its continued impact in the wellness industry. Photo second from bottom right: STEFANIE KEENAN/WIREIMAGE
Sofia Vergara: Business Ventures
Sofía Vergara continues to thrive as a business leader, expanding her presence in fashion, beauty and wellness. Her popular Walmart-exclusive line, Sofía Jeans by Sofía Vergara, remains a go-to for affordable, size-inclusive clothing. The latest spring collection showcases relaxed fits and modern essentials, keeping the brand in alignment with current style trends. In the beauty space, Vergara’s suncare brand, Toty, reflects her emphasis on skincare, offering sun protection that’s both effective and wearable—products like body makeup that won’t stain clothing have resonated with consumers. She has also introduced a coffee brand that honors her Colombian roots, partnering with female growers and spotlighting the work of Latina women in agriculture. Across each venture, Vergara combines style, cultural pride and entrepreneurship, continuing to build a brand that connects with women and champions accessibility, representation and quality. Photo bottom middle: CARLOS ALVAREZ/WIREIMAGE
Serena Williams: WYN Beauty
Serena Williams’ beauty brand, WYN Beauty, marks its first anniversary this year, celebrating a year of redefining active beauty. Designed for individuals with dynamic lifestyles, the brand offers clean, vegan and long-wearing products that cater to a diverse range of skin tones. The product line includes essentials such as hydrating skin tints with SPF 30, matte concealers, multifunctional lip and cheek colors, and tubing mascaras. To commemorate the milestone, Williams hosted a two-day pop-up event in Los Angeles, featuring personalized shade-matching experiences and highlighting the brand’s commitment to inclusivity with 36 foundation shades. WYN Beauty is available online and at Ulta Beauty stores nationwide. Williams’ venture into the beauty industry reflects her dedication to empowering individuals through products that support confidence and self-expression in every facet of life. Photo second from bottom left: STEFANIE KEENAN/GETTY IMAGES FOR WYN BEAUTY
Rihanna: Fenty
Rihanna continues to lead the beauty and fashion industries with bold innovation through her Fenty brands. Fenty Beauty launched several new products this year, including a hydrating, long-wear setting spray and expanded its popular Gloss Bomb lip line with new shades, branding 2025 as the “Year of Gloss Bomb.” These launches align with Fenty’s signature blend of performance and inclusivity. Rihanna also named rapper GloRilla as the first ambassador to represent all Fenty divisions—Fenty Beauty, Skin, Hair and Savage X Fenty—kicking off with a bold lingerie collection celebrating individuality and self-expression. In a continued push toward global expansion, Fenty Beauty entered the Jamaican market, reinforcing Rihanna’s commitment to diversity and accessibility. Her strategic leadership and cultural influence keep the Fenty brand at the forefront of beauty and lifestyle, proving once again that Rihanna is as much a visionary entrepreneur as a global icon. Photo second from top right: KEVIN MAZUR/GETTY IMAGES FOR FENTY HAIR
Tracee Ellis Ross: Pattern Beauty
Tracee Ellis Ross continues to champion textured hair care through Pattern Beauty, a brand built on authenticity, purpose and empowerment. Pattern recently expanded its product line with a cooling scalp serum and a deeply hydrating treatment mask, both designed to support healthy hair and amplify natural curl patterns. Ross remains clear that Pattern is not just another celebrity brand—it’s a mission-driven business rooted in the real needs of people with curly, coily and tight-textured hair. She also continues to challenge industry perceptions, emphasizing that textured hair is not niche but represents the majority globally. Beyond product innovation, Ross supports community and artistry through events like the Echelon Noir hair show in New York City, which celebrated Black hair culture and creativity. With Pattern, Ross is reshaping beauty norms and providing inclusive, high-quality care for textured hair, all while amplifying voices and stories that have long been underrepresented. Photo second from top left: LEON BENNETT/GETTY IMAGES FOR PATTERN BEAUTY
Read more articles for the ConnectComm Community here.