Marketing
Celebrating inspirational women founders winning customer loyalty this International Women’s Day
Customers don’t just want good products; they want to connect with brands that share their values. Founder-led engagement — whether through education, community-building or exclusive experiences —can be the key to standing out.
February 14, 2025 by Fiona Stevens — Director of Marketing, LoyaltyLion
Brands today aren't just about the products they sell — they're about the people behind them. More than ever, customers are drawn to brands with strong identities, real stories and founders who lead with authenticity. Ahead of International Women's Day, taking place March 8, we want to celebrate the women founders who have built not only successful businesses but also fiercely loyal communities around them.
Loyalty in retail and e-commerce is about more than just collecting points — it's about creating genuine connections. A strong loyalty strategy reflects a brand's values, strengthens customer relationships, and offers something more meaningful than discounts. Some of the most successful women-led brands today prove that loyalty is about long-term trust and genuine value, not just transactions.
The power of founder involvement
When a founder is actively engaged with their audience, the brand feels more personal. Colette Laxton, co-founder of The Inkey List, understands this well. Beyond selling skincare, she's made education a key part of the brand's identity. The Inkey List's loyalty program, 'Insiders,' isn't just about spending money to earn rewards — it's about learning. Customers gain points by taking quizzes like the 'skin quiz' or 'breakout analyzer,' reinforcing the brand's belief that knowledge leads to better skincare decisions. It's this empowerment that makes people feel part of the gang.
Colette's direct involvement sets The Inkey List apart. The brand has hosted 'Meet the co-founder' webinars exclusively for top-tier loyalty members, making customers feel part of something special. She also shares her own journey on TikTok, adding a personal touch to the brand's social presence. The impact is clear; loyalty program members contribute 30% of the company's revenue and have three times the lifetime value of non-members.
Similarly, Caroline Hirons has built a loyal following with her brand Skin Rocks. A skincare expert long before launching her own business, Caroline has spent years cultivating trust. Her 'My Skin Rewards' program goes beyond offering discounts — top-tier members get access to founder-led masterclasses, early event invitations, and skincare consultations. She even personally replies to Instagram messages, making customers feel valued. The success of Skin Rocks highlights how founder credibility and direct engagement can transform customer loyalty.
Community as a loyalty driver
Traditional loyalty programs rely on financial perks, but some brands focus on fostering a sense of belonging. Maria Hatzistefanis, founder of Nip + Fab and Rodial, takes this approach. Her loyalty program is all about community, offering members early access to products and exclusive offers. Customers don't just buy from the brand - they feel like they're part of something bigger.
For digital-first brands, this community-driven model is particularly powerful. Ilia Beauty, founded by Sasha Plasvic, takes a similar approach. Its VIP program rewards engagement beyond purchases - customers earn points for shade-matching, attending exclusive events, and supporting sustainability initiatives. This experiential approach strengthens brand loyalty by making customers feel involved in something bigger and more purposeful.
Experiences over discounts
The best loyalty programs don't just offer points; they create moments that deepen customer connections. SquatWolf, co-founded by Anam Khalid, runs PackVIP, a loyalty program with benefits like free shipping, exclusive events, and annual gifts. The program's tiered structure ensures the most engaged customers feel recognized.
Founder involvement can be a powerful key to engagement with celebrity brands too. Kittenish, founded by singer-songwriter Jessie James Decker, relies on her personal brand and influence to foster loyalty. Her fans don't just buy from Kittenish for the points and the rewards — they do it because they feel connected to her.
The business impact of founder-led loyalty
Beyond community-building, loyalty programs with strong founder involvement also drive serious business results. A well-designed loyalty program doesn't just create superfans — it leads to long-term profitability.
Today, customers have more choices than ever and a strong loyalty program can be a major advantage. Customers don't just want good products; they want to connect with brands that share their values. Founder-led engagement - whether through education, community-building, or exclusive experiences — can be the key to standing out.
As International Women's Day approaches, it's a great time to celebrate the women founders redefining customer loyalty. They're proving that loyalty isn't about the cheapest prices but authenticity, engagement, and shared values.
Whether through knowledge-driven rewards, community perks, or direct founder interaction, these brands are setting a new standard.
For businesses looking to strengthen their own loyalty strategies, the takeaway is clear: customers want to connect with brands that stand for something. That connection starts with the founder.
About Fiona Stevens
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