No CommentsWomen entrepreneurs have played pivotal roles in shaping industries and economies worldwide.
From groundbreaking innovations to transformative business models, women-founded brands have continuously pushed boundaries and launched some of the world’s most popular products.
With Women’s History Month underway, we’re using Jungle Scout Cobalt data to explore sales, revenue, and search trends for women-owned and women-founded brands selling on Amazon. We’ll shed light on the commercial success achieved by some of history’s foremost female entrepreneurs and the impact of supporting and amplifying women’s voices in business.
Interested in exploring data on your Amazon markets? Book a Cobalt demo.
Amazon Market Trends: Women-Founded Brands
From Cisco to Spanx, some of the world’s most successful and influential brands were founded by women. Read on for insights on how 16 iconic, women-founded brands came to be – and how they’re leveraging Amazon as a sales channel.
Get the scoop on Amazon trends for 20 more iconic brands – including Mattel, Nike, and more. Grab your free copy of our Iconic Brands on Amazon Report.
Cisco
In 1984, while working at Stanford, Sandy Lerner co-founded Cisco Systems with Leonard Bosack. Perhaps one of the most influential of the brands featured here, Cisco pioneered the development of networking technologies, playing a pivotal role in shaping the modern internet landscape. Lerner went on to found another highly successful brand: Urban Decay Cosmetics.
In the last year, there have been more than 250,000 sales of Cisco products on Amazon.
Cisco | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- CP-CAM Video Conferencing Camera
- Webex Desk Pro with 27” Screen
- Wall Mount Kits for IP Phone
- 10G Network Module
- Unified Wireless IP Phone
Cisco | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Cisco | 25k+ |
| Cisco switch | 10k+ |
| Cisco router | 10k+ |
| Cisco phone | 10k+ |
| Cisco wireless | 5k+ |
DryBar
Hairstylist Alli Webb founded DryBar as a single salon in 2010. Two years later, it had grown enough to launch its first direct-to-consumer product line of hair care tools and formulas. Today, the brand has grown into a multinational, multi-million dollar empire.
In the last year, there have been more than 400,000 sales of DryBar products on Amazon.
DryBar | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Detox Dry Shampoo
- High Tops Self-Grip Rollers
- The Double Shot Blow-Dryer
- Liquid Glass Miracle Smoothing Sealant
- Super Lemon Drop Detangling Brush
DryBar | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Drybar | 40k+ |
| Dry bar | 30k+ |
| Dry bar brush | 10k+ |
| Dry bar shampoo | 7k+ |
| Dry bar blowout brush | 6k+ |
Fabletics
Fabletics was co-founded by Ginger Ressler in 2013. Two years later, actress Kate Hudson collaborated with and subsequently invested in the brand. Since its founding, Fabletics has significantly expanded its product line, adding footwear, menswear, and more.
In the last year, there have been more than 300,000 sales of Fabletics products on Amazon.
Fabletics | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- The Fundamental Men’s Short
- Women’s Define PowerHold Legging
- Women’s Performance Scrub Pant
- Women’s Oasis PureLuxe Legging
- The Franchise Men’s Short
Fabletics | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Fabletics | 250k+ |
| Fabletics mens | 100k+ |
| Fabletics for women | 90k+ |
| Fabletics leggings | 75k+ |
| Fabletics leggings for women | 70k+ |
Grande Cosmetics
Alicia Grande started her company around her kitchen table, eventually building Grande Cosmetics into a leading beauty brand renowned for its innovative products. Grande’s stated vision for the company is to make sure “all women feel empowered every day” – a vision that has led to the creation of cult-favorite products like GrandeLASH-MD.
In the last year, there have been more than 1 million sales of Grande Cosmetics products on Amazon.
Grande Cosmetics | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- GrandeLASH-MD Lash Enhancing Serum
- GrandeBROW Brow Enhancing Serum
- GrandeMASCARA Conditioning Mascara
- GrandeDRAMA Intense Thickening Mascara
- GrandeBROW 2-in-1 Brow Gel and Enhancing Serum
Grande Cosmetics | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Grande lash serum | 100k+ |
| Grande lash | 100k+ |
| Grande brow | 20k+ |
| Grande lash growth serum | 20k+ |
| Grande Cosmetics | 10k+ |
IT Cosmetics
News anchor-turned-beauty mogul Jamie Kern Lima launched IT Cosmetics in 2008, building the brand into a staple of the beauty market that ultimately sold to L’Oreal for more than a billion dollars. IT Cosmetics products are now sold in more than 20 countries worldwide.
Get data on other leading brands in the beauty market with our Beauty Products Data Download Report.
In the last year, there have been more than 1.5 million sales of IT Cosmetics products on Amazon.
IT Cosmetics | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Your Skin but Better CC+ Cream
- Bye Bye Under Eye Concealer
- Superhero Volumizing Mascara
- Confidence in a Cream Face Moisturizer
- Bye Bye Pores 10% Glycolic Acide Serum
IT Cosmetics | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| IT makeup | 8M+ |
| IT skincare | 5M+ |
| IT cream | 4M+ |
| IT brush | 3.5M+ |
| IT serum | 3M+ |
Kikkoman
Kikkoman was born from the resourcefulness of Shiga Maki, who began brewing soy sauce after fleeing home during the siege of Osaka in the early 1600s. That marked the humble beginnings of what would become the brand, which is described as having been “started by a woman in a time when women didn’t start companies.”
In the last year, there have been more than 500,000 sales of Kikkoman products on Amazon.
Kikkoman | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Soy Sauce in Dispenser
- Sweet Soy Glaze
- Hello Panda Chocolate Biscuits
- Maroyaka Soy Sauce
- Ponzu Citrus Seasoned Dressing and Sauce
Kikkoman | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Kikkoman | 30k+ |
| Kikkoman soy | 30k+ |
| Kikkoman soy sauce | 20k+ |
| Kikkoman low sodium | 3k+ |
| Kikkoman teriyaki sauce | 2k+ |
Mielle Organics
Founded by Monique Rodriguez in 2014, Mielle Organics offers high-quality, organic hair care products for textured hair. Rodriguez’s focus on natural ingredients and hair health propelled Mielle Organics into a trusted brand among customers in nearly 90 countries across the globe.
In the last year, there have been more than 4 million sales of Mielle Organics products on Amazon.
Mielle Organics | Most Popular Products on Amazon: Last 30 Days
By total units sold on Amazon
- Light Scalp & Hair Strengthening Oil
- Rosemary Mint Strengthening Shampoo
- Rosemary Mint Strengthening Conditioner
- Strengthening Hair Masque
- Strengthening Edge Gel
Mielle Organics | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Mielle | 550k+ |
| Mielle hair | 300k+ |
| Mielle oil | 200k+ |
| Mielle rosemary | 200k+ |
| Mielle organic | 170k+ |
Pepperidge Farm
Margaret Rudkin founded Pepperidge Farm in 1937, baking wholesome bread from her farmhouse kitchen. Rudkin’s dedication to quality ingredients and artisanal baking techniques laid the foundation for Pepperidge Farm’s iconic products such as Milano cookies and Goldfish crackers.
In the last year, there have been more than 800,000 sales of Pepperidge Farm products on Amazon.
Pepperidge Farm | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Goldfish Cheddar Cheese Crackers
- Milano Dark Chocolate Cookies
- Chocolate Collection Cookie Variety Pack
- Pirouette Wafer Cookies
- Chessmen Mini Butter Cookies
Pepperidge Farm | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Goldfish crackers | 100k+ |
| Pepperidge farm | 70k+ |
| Pepperidge | 70k+ |
| Pepperidge cookies | 50k+ |
| Milano cookies | 30k+ |
See how to get insights on sales, search, market share, and other trends on Amazon. Schedule your personalized Cobalt demo.
Poo-Pourri
Suzy Batiz founded Poo-Pourri in 2007, introducing a revolutionary solution to bathroom odors with her before-you-go toilet spray. Batiz’s cheeky brand and effective product quickly gained popularity, and shoppers have since bought more than 100 million bottles.
In the last year, there have been more than 2 million sales of Poo-Pourri products on Amazon.
Poo-Pourri | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Travel Size Original Scent Toilet Spray
- Vanilla Mint Before You Go Spray
- 3-Pack Toilet Spray Set
- Pet-Pourri Pet Odor Eliminator Air + Fabric Spray
- Fresh Sea Salt Toilet Spray
Poo-Pourri | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Poopourri | 300k+ |
| Poo pourri | 150k+ |
| Poo pourri spray | 100k+ |
| Poo pourri toilet spray | 100k+ |
| Poo pourri travel | 10k+ |
Proactiv
In 1995, dermatologists Dr. Katie Rodan and Dr. Kathy Fields brought their medical expertise to the skincare market with the launch of Proactiv. The brand has since become a household name, helping millions of customers take control of their skin health.
In the last year, there have been more than 1 million sales of Proactiv products on Amazon.
Proactiv | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- 3 Step Acne Treatment Kit
- Acne Cleanser Face Wash
- Emergency Blemish Relief
- Proactiv+ 3 Step Advanced Skincare Kit
- Hydrating Facial Toner for Sensitive Skin
Proactiv | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Proactive | 100k+ |
| Proactive + | 100k+ |
| Proactive acne treatment | 60k+ |
| Proactive acne | 50k+ |
| Proactiv | 40k+ |
Spanx
Founded by Sara Blakely in 2000, Spanx revolutionized the undergarment industry with its innovative shapewear designs. Blakely’s entrepreneurial journey began with cutting the feet off a pair of pantyhose to create smoother lines under clothing, leading to the creation of Spanx and its subsequent global success (and Blakely’s billionaire status).
In the last year, there have been more than 2 million sales of Spanx products on Amazon.
Spanx | Most Popular Products on Amazon: Last 30 Days
By total units sold on Amazon
- Everyday Shaping Tummy Control Thong
- Higher Power Shapewear Shorts
- Higher Power Breathable Panties
- Undie-tectable Thong
- Tight-End Tights for Women
Spanx | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Search Volume* |
| Spanx | 800k+ |
| Spanx shapewear for women | 250k+ |
| Spanx tummy control | 150k+ |
| Spanx pants | 70k+ |
| Spanx jeans | 65k+ |
S’Well
Sarah Kauss disrupted the reusable water bottle market when she founded S’Well in 2010. She was motivated by a desire to reduce plastic waste, leading her to create the brand’s signature sleek and fashionable bottles – and become a leading player in the sustainable lifestyle market.
In the last year, there have been more than 300,000 sales of S’Well products on Amazon.
S’Well | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Stainless Steel Salad Bowl Kit
- Food Prep Glass Bowl Set
- Triple Layered Steel Water Bottle
- Stainless Steel Ice Bucket with Tongs
- Travel Mug Handle
S’Well | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| S’well | 350k+ |
| S’well bowl | 50k+ |
| S’well salad bowl | 50k+ |
| S’well bottle | 25k+ |
| S’well water bottle | 20k+ |
The Body Shop
Anita Roddick pioneered ethical and cruelty-free beauty products with the launch of The Body Shop in 1976. Roddick’s commitment to environmental sustainability and social activism shaped the brand’s identity, making her — and the brand — a trailblazer in the ethical consumerism movement.
In the last year, there have been more than 1 million sales of The Body Shop products on Amazon.
The Body Shop | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Ginger Scalp Care Shampoo
- Wild Argan Oil Shower Gel
- Pink Grapefruit Shower Gel
- British Rose Shower Gel
- Coconut Body Butter
The Body Shop | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Body Shop | 70k+ |
| The Body Shop | 70k+ |
| Body Shop body butter | 15k+ |
| Body Shop cream | 10k+ |
| The Body Shop tea tree | 10k+ |
Third Love
Heidi Zak and Ra’el Cohen, along with Zak’s husband, founded Third Love in 2013 with a mission to provide women with comfortable and well-fitting bras. Using innovative technology like the Fit Finder quiz, the duo revolutionized the lingerie industry by prioritizing inclusivity and individualized fit.
In the last year, there have been more than 90,000 sales of Third Love products on Amazon.
Third Love | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Classic T-Shirt Bra
- Classic Strapless Bra
- Perfect Coverage Bra
- Kinetic Adjustable Sports Bra
- Classic Plunge Bra
Third Love | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Third Love | 20k+ |
| Third Love bras for women | 15k+ |
| Third Love bras | 15k+ |
| Thirdlove | 10k+ |
| Thirdlove bra | 3k+ |
Tory Burch
Launched in 2004, fashion designer Tory Burch’s eponymous brand has become known for timeliness designs and a simple-but-chic aesthetic. The brand has a stated mission to “empower women entrepreneurs,” and gives back through the Tory Burch Foundation to advance women’s empowerment and entrepreneurship.
In the last year, there have been more than 250,000 sales of Tory Burch products on Amazon.
Tory Burch | Most Popular Products on Amazon: Past 30 Days
By total units sold on Amazon
- Women’s Miller Thong Sandals
- Women’s Kira Flip Flops
- Women’s Mini Miller Flip Flops
- Women’s Miller Cloud Sandals
- Women’s Universal Fit Rectangular Sunglasses
Tory Burch | Top Branded Searches on Amazon: Past 30 Days
| Search Term | 30-Day Trend |
| Tory Burch | 600k+ |
| Torry Burch ella | 600k+ |
| Tory Burch hat | 500k+ |
| Tory Burch women | 200k+ |
| Tory Burch sandals | 150k+ |
The impact of women in business
The brands explored in this article show how transformative diversity and inclusion are in business. With a diversity of voices, new problems are solved, business models evolve, and new market niches emerge.
Some of the most successful brands in history would not have come to fruition without the ingenuity, resilience, and resourcefulness of female founders – some of whom pursued entrepreneurship long before society made space for women in business.
The impact that women-owned brands have had on both the social and economic sides of business reaffirms the importance of championing equity in entrepreneurship – not just during observations like Women’s History Month, but every day of the year.
Looking for detailed trends data on your Amazon market? We can help – request a personalized Cobalt demo.
About This Report
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by trillions of Amazon data points. 30-day trends data represents the period of January 28, 2024 – February 27, 2024, compared to December 28, 2023 – January 27, 2024. Search trends data represents broad search volume, which includes plurals or misspellings.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.
For more information, specific data requests, media assets, or to reach the report’s authors, please contact us at [email protected].
