#ShopFemale, #ShopSmall: 15 Female-Founded Businesses You’ll Want to Support this Holiday Season

Changing Tides Movement
9 min readDec 9, 2020


That time of year is upon us again — you know, that time when everyone is asking what you want for Christmas and you inevitably answer with “I don’t know.” Well look no further: we have the gifting inspiration you need for yourself, friends, family, and co-workers. As we do each year, we’ve put together a list of some of our favorite female-founded items this holiday season. We are also strong believers in supporting small and independent businesses whenever possible, and hope you will join us as we #ShopSmall and #ShopFemale this holiday season.

Here are 15 female-founded companies that are on our list:


Founded in 2017 by Jenn White Topliff in Northwest Portland, Roons are delicious macaroons that feature the pairing of not-too-sweet coconut with semisweet chocolate. Each macaroon is perfectly baked, then individually wrapped and sealed as quickly as possible to lock in all the flavor, with unique packaging that boast a 60-day shelf life without the use of any nasty artificial preservatives. Naturally gluten & grain free, Roons are baked in a nut-free facility and are also certified kosher. Send the gifts of sweet treats this holiday season. What better way to show a loved one you care?

Farmgirl Flowers

Christina Stembel started Farmgirl Flowers in 2010 from her dining room in her San Francisco apartment. Over the past nine years she has bootstrapped the company to over 140 team members doing a projected $50M in annual revenue in 2020. Today, Farmgirl Flowers ships its signature burlap-wrapped bouquets, hand-tied vase arrangements, plants and gifts to recipients all over the contiguous United States. Right now, Farmgirl Flowers have specially crafted holiday bouquets ready to send to your loved ones you can’t be with this holiday season. Make sure you get all your flower needs from Farmgirl Flowers.

Changing Tides Store

Changing Tides Movement, founded by Jennifer LeBlanc just launched our new store stocked with empowering mugs, totes, shirts, the Changing Tides Board Game, and more. Grab a gift for the powerful women and allies in your life — or just treat yourself to an extra soft sweater or an organic tote that reminds you and others that we stand strong and will be heard.

All proceeds from the Changing Tides Shop go toward supporting and expanding our offerings for women founders.


Supernola, founded by Cindy Poiesz makes organic + plant-based bites in single serving packs that are made with real fruits, nuts + seeds. You’ll find yourself reaching for Supernola for their delicious flavors powered by exotic superfoods, and then feel completely satisfied knowing you made a good, clean choice (and enjoyed every bite!). Female-founded with a mission to help empower and inspire young girls through a national partnership with Girls on the Run. 2 cents from every box sold is donated directly to the organization to educate girls on physical, mental and emotional well-being regardless of socioeconomic status. Add a good for you, no guilt snack to your gift list this year with Supernola.

Handheld Handmade

Do you love handmade finds but are too busy to hit up the weekend market? Do you buy jewelry and accessories to support independent businesses but can’t spend all day trolling the internet for the latest and greatest? That’s where Handheld Handmade, founded by Kelly Rand, comes in. Twice a week, you’ll receive a text message featuring a carefully curated handmade item, and when you’re ready to buy, checkout is simple and easy.

Looking for a simple way to find the perfect gift? Handheld Handmade helps you find the perfect items for your loved ones, all via text (and shipping is always free!).

Kara Mac Shoes

Kara Mac is the creator of the world’s first instantly swappable shoe, from heel to toe. After working in the fashion industry for 25 years, Kara left her corporate job with a dream to create fashionable and comfortable footwear for women on the go. The result is a revolutionary shoe system that customizes boots, pumps, slippers and sandals and creates a lighter footprint and a positive environmental impact by decreasing the number of shoes that end up in landfills.

The Bitter Housewife

The Bitter Housewife was created for founder Genevieve Brazelton and her whiskey-drinking friends who were looking for a new twist on bitters. Genevieve didn’t want to be talked down to or told what she liked isn’t “correct”. The Bitter Housewife doesn’t believe cocktails should be intimidating or that we need a whole new vocabulary to talk about them; it’s about great taste, real ingredients, and fun. It is cocktails after all.

The best part? Bitters can be purchased online because they are considered an ingredient, not a stand-alone drink Where in a lot of states in the U.S. alcohol cannot be shipped to your door, bitters can be. Check out The Bitter Housewife’s online store to place an order for the cocktail or mocktail lover in your life.

Blue Henry

Blue Henry, founded by Adrienne Walker, produces a line of all-natural rich simple syrups, candied and dehydrated fruit, and sugars and salts for rimming glasses. Friends, Hospitality and Fun — Adrienne loves to entertain her girlfriends and she loves a great party — and usually that involves a great cocktail. Adrienne became intrigued with how the craft cocktail industry is evolving and began looking for a way to contribute that could be all natural, approachable and easy. Blue Henry is infusing multiple subtle but elevating ingredients into the simple syrups and garnishes. Grab a gift box specially curated for the cocktail connoisseur in your life.

The Tea Spot

Founded in 2004 by Maria Uspenski, The Tea Spot is rooted in health and wellness, propelled by their founder’s recovery from cancer and her love for tea as a powerful and therapeutic elixir. Using her business as a force for good, The Tea Spot’s mission is to empower people to live an inspired and healthy life. They do this by bringing together whole leaf teas and innovative Steep ware that make daily tea hydration easy and fun. Choose from a vast selection of loose leaf and bagged tea — all packaged beautifully!

Sequoia Soaps

Sequoia is a Proudly Indigenous brand that is 100% owned and operated by Indigenous women founded by Michaelee Lazore who is Kanien’kehá:ka (Mohawk) from Akwesáhsne and Northern Paiute from Nevada. The design, production, and packaging of all the products is done in the working studio locally in Quebec, Canada — and none of the manufacturing is outsourced. In order to keep the next seven generations in mind, the production is sustainable, and ingredients are ethically sourced. Whether you’re looking for oils, candles, soaps, incense or bath bombs, make sure you grab your fragrant gifts from Sequoia Soaps.


GetBullish began in 2010 as an advice column by Jennifer Dziura about women, careers, and entrepreneurship. As the column gained fans around the world, it was followed by an annual conference — and a capsule collection of feminist-focused totes, mugs, and accessories.

Get Bullish makes its home in Industry City, a campus of reimagined warehouses and studios on the Brooklyn waterfront. The company is 100% woman owned and operated as well as LGBTQIA-friendly. Grab a women-empowerment gift for your womxn friends this holiday season with GetBullish’s collection of incredible items.

Emily McDowell & Friends

Founded in January 2013 by writer and illustrator Emily McDowell, Emily McDowell & Friends make products that speak to the human condition with honesty, humor, and heart. Their cards are designed for the relationships that really exist, and their mission is to help people connect when they’re not sure what to say. If you’re looking for a card to send for the holidays, but just can’t find the right words, Emily McDowell & Friends have got you covered.

UOMA Beauty

UOMA — pronounced OMA (uh-mah) means beautiful. UOMA truly believes that beauty starts the moment we decide to be ourselves. UOMA exists to re-write the rules of inclusivity and diversity to create a world of beauty that is inclusive to all of us.

UOMA Beauty is the most inclusive black-owned beauty brand. Founded by Nigerian born, LA & London based former beauty executive Sharon Chuter, the UOMA Beauty range is rebellious, innovative and created for all. Get your next lipstick or eyeshadow pallet from a company that creates products inclusive to all of us.

Roslynn Designs

Roslynn Designs, founded by Roslynn Wright, creates one of a kind handmade jewelry. Roslynn puts together beautifully designed earrings for any occasion and runs her business through Instagram. Send her a DM or an email to order any of these gorgeous earrings. Shopping small this year is one of the ways we are working to change the tides. Small businesses need support, especially now.


With everyone stuck working from home, we’re all looking for ways to stay active — especially with kids, work and a million distractions every day. Patrick Netter’s epiphany was to realize that groups of people were being excluded from life-extending exercise and there is a way to include them if the solution is light, safe, portable and cost effective.

With Co-Founder Joanna Medin, they have spent more than 3 years building the unique miniTREAD® equipment. This has been cleverly and simply engineered with stellar reception during market testing. Initial clinical research shows it works effectively with virtually the same benefits as a traditional treadmill workout at a gym. If you have family members that are looking for new and innovative ways to move, this gift will give them the benefits of a normal workout, without the high impact of regular exercise.

There are 12.3 million women-owned businesses in the US alone, and these businesses generate $1.8 trillion in revenue per year (1). Women also hold crucial purchasing power. In fact, Women drive 70–80 percent of all consumer purchasing, through a combination of their buying power and influence (inc. magazine, 2). We can truly shape the world that we want to live in through our spending choices.

At Changing Tides, we make intentional choices to support and lift up companies founded and run by women and underrepresented individuals that are truly changing the way we do business. Conscious and intentional shopping, especially this year, is just one of the ways we change the tides. Join us.


1. https://www.wbenc.org/blog-posts/2018/10/10/behind-the-numbers-the-state-of-women-owned-businesses-in-2018

2. https://www.inc.com/amy-nelson/women-drive-majority-of-consumer-purchasing-its-time-to-meet-their-needs.html



Changing Tides Movement

Female founders, entrepreneurs and business owners collaborate, cooperate and co-create a community designed by women, for women.