Women-led indie beauty brands continue to play a crucial role in shaping the future of the industry, bringing distinct leadership styles, values-driven decision-making, and a deeper understanding of their consumers to the table.
This month’s CosmeticsDesign USA’s Indie Insights column explored how female founders are leveraging these strengths to drive innovation, build meaningful brand identities, and navigate the challenges of a competitive, often male-dominated market.
Sisters Elin and Anh-Thu Dannerstedt, co-founders of NCLA Beauty, are a strong example of this approach. As Asian American entrepreneurs, they have built a brand rooted in creativity, self-care, and purpose, growing NCLA from a passion project into a widely distributed beauty company now found in major retailers such as Macy’s, Revolve, and Walmart.
In this Q&A, the founders discussed how their perspective as women and siblings inform every aspect of the business, from product development and company culture to brand storytelling and consumer engagement. They also shared candid insights on overcoming industry bias, mentoring other female entrepreneurs, and evolving their leadership as the brand scales.
Their experience offers a compelling look at the unique impact of women-led leadership in today’s indie beauty landscape.
CDU: Let’s start with your origin story. What inspired you both to launch NCLA Beauty, and how did your vision evolve into the brand it is today?
NCLA Beauty: We started NCLA Beauty because we saw a gap in the market as there weren’t many beauty brands at the time creating fun, clean, vegan, cruelty free products that also felt like a little self-care escape. The brand quickly evolved into lip care and body care, all keeping in mind full sensory experiences.
The vision has always been to build a brand that’s creative, thoughtful, and never boring, from textures and colors, to packaging and design, NCLA Beauty’s expression is an extension of how we want our customers to feel when using our products.
CDU: As a woman-led indie brand, how do your individual and shared experiences as sisters and female entrepreneurs influence the way you approach product development and innovation?
NCLA Beauty: Our dynamic as sisters means we’re brutally honest with each other - in the best way. It allows us to move fast, challenge ideas, and refine products until they’re exactly right.
We approach product development from both a creative and strategic lens: one of us may be obsessing over texture or scent, while the other is focused on retailer feedback or cost. We also trust our instincts and aren’t afraid to take risks or try something unexpected, and that’s a big part of what’s helped us innovate and stay ahead of trends.
CDU: How does being women at the helm shape the culture at NCLA, from team dynamics to leadership style and decision-making?
NCLA Beauty: We’ve built a company culture that’s grounded in trust, flexibility, and creativity. We lead with transparency and expect the same from our team.
Being women at the helm, especially as sisters, probably brings a more collaborative tone to how we make decisions. There’s no ego, we’re not afraid to challenge each other’s ideas, but it always comes from a place of mutual respect.
That dynamic sets the tone for the rest of our team.
CDU: The beauty industry is incredibly competitive. Do you feel that being a woman-led brand offers a unique advantage when it comes to understanding and connecting with your consumer?
NCLA Beauty: Absolutely. We are our consumer, and that connection is really natural.
We know what it’s like to reach for a product after a long day and want it to feel like more than just a routine. We think through every detail - from the scent to the texture to the packaging, because we know those small moments matter.
We also believe in speaking directly and honestly with our community, and we think that trust has helped us build long-term loyalty.
CDU: Have you faced any challenges or biases in the industry specifically because you’re women founders? If so, how have you navigated them?
NCLA Beauty: We’ve always led with clarity and confidence — we know our brand, our passion, and our vision. That speaks louder than anything else. We genuinely feel empowered by the women around us, and we try to be that same energy for others.
CDU: Many indie beauty consumers are looking for brands with authenticity and purpose. How do you integrate your values into your brand storytelling, marketing, and product line?
NCLA Beauty: For us, authenticity means we only create products we actually love and use. We don’t chase trends for the sake of it.
If we’re making something, it has to feel intentional, fun, and true to the NCLA Beauty voice. Our storytelling is an extension of our personalities.
It’s cheeky, bold, and transparent. We care about the experience as much as the results.
We try to show this process as much as possible on our social channels and invite customers to follow along our journey of creating what we love!
CDU: What role do mentorship and community play in your journey? Have you had opportunities to mentor or uplift other women founders along the way?
NCLA Beauty: Community has been everything. We’ve had amazing people along the way who believed in us or gave advice when we needed it.
And now, we try to pay that forward, whether it’s taking time to share what we’ve learned with others in the industry or just being real about what the process looks like behind the scenes. We’re always happy to support other women in this space because there’s room for all of us.
CDU: What advice would you give to other women who are thinking about launching their own indie beauty brands today?
NCLA Beauty: The ability to adapt is everything. This industry moves fast, trends shift, supply chains change, and platforms evolve.
Being able to pivot without losing your brand identity is key. Start with a strong foundation, but stay open to learning and evolving as you grow.
Some of our best decisions came from adjusting in real time, not from sticking to a rigid plan.
CDU: In your view, what still needs to change in the beauty industry to better support and empower women founders, especially in indie spaces?
NCLA Beauty: Access to capital and retail opportunities can still feel limited for indie brands, especially if you don’t already have a network in the industry. We’d love to see more resources and platforms specifically designed to support early-stage founders, not just in theory, but in a practical, ongoing way.
There’s so much talent out there that just needs a chance.
CDU: What’s next for NCLA Beauty, and how do you see your leadership continuing to evolve as the brand grows?
NCLA Beauty: As we expand into new global markets and retail partnerships, our next chapter is all about scaling smartly. We know that continued growth means bringing in new talent and people who are not only capable but who bring fresh perspectives and reflect the diversity of our customer base.
Our leadership will evolve by stepping back when needed, empowering others, and building a team that can help take the brand to the next level while staying true to who we are.
