This International Women’s Day, we’re shining a light on some of the visionary women shaping Australia’s health and wellness industry. With 84% of global consumers wanting to engage with brands that reflect their values, today’s market is about more than transactions – it’s about alignment. Alongside factors like price, convenience and quality, there’s an underlying layer of brand purpose that draws people in and keeps them coming back.
The state of mind of today’s consumer can be described as optimistic yet discerning. Brands are no longer just responding to current trends – they’re being challenged to anticipate emerging ones. Consumers are showing a strong willingness to spend, on one key condition: the brand’s message and purpose resonates with them. This has created a need for intentional engagement and personalised experiences.
Vision-driven, female-founded brands are meeting this demand, blending integrity, innovation and meaningful leadership to create connections that inspire loyalty and shape the future of the industry.
At Unique, we’re proud to honour some of our purpose-driven, female-founded brands that lead with intention, ensuring their vision resonates deeply with the people they serve. Their stories and insights highlight how thoughtful, values-aligned leadership can drive both consumer connection and industry innovation. Retailers can meet growing demand for authenticity by stocking brands that reflect real consumer needs and values.
Elizabeth Barbalich – Scientific green beauty
“For me, leadership comes down to courage – the courage to think independently, question convention, and back your judgement, even when it feels uncomfortable. On International Women’s Day, I’m reminded that real courage is trusting your instincts and not second-guessing the vision you believe in.”
The belief that nature and science are stronger together was the catalyst behind Antipodes. Recognising an opportunity to unite premium, plant-based ingredients with rigorous scientific validation, founder Elizabeth Barbalich created a brand rooted in evidence – clinically-proven formulations, transparent sourcing and sustainability. In an increasingly competitive wellness landscape, Elizabeth encourages aspiring founders to be clear on their “why”. She sees purposeful leadership as creating meaningful impact – without sacrificing integrity.
Harmony Rutledge – Where integrity meets heart
Leading with heart and staying deeply values-led is at the core of women’s wellbeing brand ANNA’S. Managing Director Harmony Rutledge emphasises integrity and meaningful education around women’s health, delivering effective topical formulas designed to support hormonal symptoms, including menstrual discomfort and menopause-related changes. While the wellness space has seen powerful growth over the last decade, it’s more important than ever to provide women with honest, practical guidance they can rely on.
“Lead with service, always. If you are entering the natural health space, pause and ask yourself: Who am I truly here to help, and why does it matter to me?”
Cynthia Godinez – Hand-blended herbs and teas
“It’s truly heartwarming for me to share the healing benefits of our hand blended Certified Organic herbs and teas with everyone. It’s not work when you do what you love.”
Cynthia Godinez founded Healing Concepts 18 years ago, starting with a small family-run stall at a local farmers market. Today, the brand has grown into a thriving operation with a dedicated team of ladies hand-blending Certified Organic herbs and teas for customers to enjoy. With a new warehouse in 2026, Healing Concepts is set to expand, innovate and continue sharing their passion for wellness, all while nurturing a workplace built on care, collaboration and purpose.
Jess Holdsworth – Wholesome pantry staples
“As a female founder in the health and wellness space, International Women’s Day is about being authentic in every area of your business. The ups and downs, lessons and wins are all equally important and can be celebrated and used to grow you and your team.”
The vision for Love My Earth came to Jess Holdsworth during a life-changing trip to India following the loss of her father. Inspired by the holistic principles of the Ayurvedic lifestyle, she returned to Australia with a newfound passion for organic ingredients and a purpose-driven mission: to cultivate better health through better food. Today, Love My Earth embodies transparency, authenticity and a steadfast commitment to the organic industry – driven by a belief in clean ingredients and guided by vision-led, forward-thinking values.
Ricki Harrison – High-quality wholefood nutrition
“Purposeful leadership is about serving others first — leading with integrity, empathy and a commitment to wellbeing for people and the planet.”
Ricki Harrison now leads Nutra Naturals – an Australian-owned, family-founded brand built on her parents’ passion for wholefood nutrition and the real difference it can make. Now with children of her own, she experiences firsthand the positive impact of the natural health world and feels inspired to uplift others while creating space for diverse ideas. Looking ahead, Ricki hopes to see greater collaboration and transparency across the wellness industry, raising the bar for quality and integrity while encouraging aspiring founders to stay curious, lead with their values and build with courage.
Where purpose meets leadership
This International Women’s Day, we celebrate the founders featured here for the meaningful impact they’re making in the health and wellness space. Thoughtful, values-driven leadership isn’t just good for business – it creates meaningful connections with consumers and sets new standards for quality, transparency and innovation. For retailers, stocking these brands is more than filling shelves – it’s an opportunity to resonate deeply with consumers, meet rising expectations for authenticity, and support a new wave of purpose-driven growth in health and wellness.
Order online or via our sales team at 1800 787 904. Alternatively, register for a wholesale account here.
