Women-Led Startups Inventing Women-Targeted Products? Now There’s an Idea
As female innovators start consumer-product businesses, they’re asking a new kind of question: “Is it good for me?”
Glossier set out to create gel-cream blushes that are long-lasting, with intense colors.
Source: Glossier
Women, long the main buyers of consumer goods, want healthier and more innovative products so badly that they’ve decided to make them themselves.
“There’s a rising wave of female leadership,” says Megan Bent, founder and managing partner of Harbinger Ventures, which identifies early-stage consumer-goods companies. That’s shifting what she calls the “pharmaceutical approach” that Procter & Gamble Co., Unilever, and others have long taken in the sector. Instead, a new fleet of female-founded personal-care and health companies are focusing on sustainability and wellness.