International Women’s Day (IWD), celebrated annually on March 8, was established to honor the achievements of women across all aspects of life, while also advocating for gender equality.
This year’s theme is Accelerate Action, calling for “increased momentum and urgency in addressing the system barriers and biases that women face, both in personal and professional spheres.”
For IWD 2025, we’re highlighting three of our women-founded and women-led customers—Ritual, Madison Reed, and Policygenius—that are reshaping their respective fields through innovation and purpose-driven missions.
3 Women-Led Brands Making an Impact
1. Ritual: Building Trust and Transparency in Women’s Health
Founded by Katerina Schneider, Ritual emerged from a deeply personal mission: to find a trustworthy prenatal vitamin during pregnancy. What started as one woman’s need evolved into a company that champions transparency and scientific integrity in the supplement industry.
Ritual has disrupted the health and wellness space by prioritizing ingredient transparency and education. In an industry that often lacks clarity, the brand challenges the status quo by providing customers with science-backed supplements.
Trust is foundational to Ritual, from Schneider’s own journey in creating the brand to the way the team communicates with customers. Using Iterable, Ritual delivers highly personalized health content, ensuring every customer receives information tailored to their specific health needs.
Ritual sends helpful information on how to build better habits, like taking your vitamins.
As the company has expanded its product line to cater to different age groups of both women and men, Iterable’s sophisticated segmentation and automation help Ritual send the right messages at the right time.
Read Ritual’s customer story here.
2. Madison Reed: Redefining Beauty and Self-Expression for Women
Founded by Amy Errett and named after her daughter, Madison Reed is revolutionizing the hair color industry with high-quality, at-home color solutions. The company empowers women of all ages to confidently express themselves while championing inclusion through beauty and business.
Errett, a leader who was recognized on Fast Company’s 2024 Queer 50 list, built Madison Reed on the belief that beauty should be personal and accessible. The company offers salon-quality hair color without compromise, giving women the tools to embrace their individuality on their own terms.
Madison Reed builds lasting relationships around customers’ unique hair coloring needs and preferences.
Madison Reed’s personalized approach to hair color is enhanced by Iterable’s marketing platform. The company uses Iterable to create tailored, customer-driven journeys that recommend the right products, provide step-by-step guidance, and offer ongoing support, ensuring every customer receives an experience as unique as they are.
Read Madison Reed’s customer story here.
3. Policygenius: Financial Literacy and Security for Women
Jennifer Fitzgerald co-founded Policygenius with a mission to simplify the insurance industry and make financial security accessible to all. As one of the only five female fintech CEOs to raise over $50 million in venture capital, Fitzgerald is breaking barriers in a traditionally male-dominated sector.
Policygenius recognizes that financial planning often underserves women, and the company is committed to bridging that gap. Through its marketplace, Policygenius provides easy-to-understand insurance options that help all people, including women, take control of their financial futures.
The company recently onboarded Ellevest, a women-focused investment platform, further aligning with its advocacy of female financial empowerment. Fitzgerald explained, “Ellevest’s mission to support female investors is one we strongly support at Policygenius, and we’re excited to work together to help women secure multiple forms of financial protection.”
Iterable enables Policygenius to keep customers informed through personalized messaging across email, SMS, and direct mail. With Iterable by its side, Policygenius continues to grow as a trusted digital platform, helping women make confident, informed financial decisions.
Learn more about Policygenius in their Activate presentation here.
Why These Stories Matter
This round-up for International Women’s Day celebrates women-led innovation and showcases how modern marketing is not just about facilitating transactions—it’s about fostering connections and empowering audiences.
At Iterable, we’re honored to power the personalized, cross-channel experiences that enable these businesses to forge meaningful relationships with their audiences, reinforcing their commitment to empowering women in their health, self-expression, and financial security.
Discover how women-led brands use Iterable to build personalized experiences that empower their audiences.
