At 5:34 a.m. EST on Wednesday, the Associated Press called Wisconsin and the White House for Donald Trump, capping a historic comeback for the former president and a crushing defeat for his electoral rival, Vice President Kamala Harris. Upon waking up to the news, many American beauty entrepreneurs reacted with strong emotions—jubilation, sadness, fear or optimism. Some believe Trump’s policies will improve the economic climate they operate in, while others foresee disastrous personal and professional consequences.
To gain a better understanding of their concerns and hopes for the incoming administration, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 25 beauty entrepreneurs the following: What do you think the Trump presidency will mean for your business?
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Sonsoles Gonzalez Founder and CEO, Better Not Younger I don't anticipate significant changes in my business due to the upcoming Trump presidency. I believe tariff adjustments may heavily impact industries that rely on Chinese imports such as apparel, toys, tech and low-cost retailers like Walmart that stock these goods, but should have little impact in the prestige beauty sector where Better Not Younger plays.
If Trump succeeds in curbing inflation and restoring consumer confidence, we may see an increased demand for premium products.
- Martha Van Inwegen Founder, Life Elements
As a small, Hispanic-, woman-owned business with LGBTQ+ family members, the impact of a Trump presidency has a range of implications. While some policies such as tax cuts and deregulation may be beneficial to my business in the short term, others will pose significant challenges like higher costs based on Trump’s desire for tariffs.
The broader political climate may also create significant hurdles, especially considering the intersectionality of my identity and family dynamics. The Trump administration’s history of limiting protections for minority groups, including LGBTQ+ individuals, raises concerns about the potential erosion of rights and safety.
For me, as a business owner whose identity intersects across these marginalized groups, I feel the larger impact will be in financial terms and the day-to-day challenges of navigating an increasingly polarized and hostile environment.
- Ikram Elharti Founder, Sahara Rose
As an indie beauty founder working closely with spa partners, I’ve seen firsthand how the rising cost of basic necessities has heavily impacted consumer behavior. Over the past year, spa bookings have seen a significant decline as clients prioritize their shrinking budgets on essentials. This shift has been challenging for many of the small businesses like solo aestheticians and spas we collaborate with, some of which have struggled to keep their doors open.
Additionally, I’ve observed a trend where even luxury beauty brands traditionally resistant to discounts have resorted to frequent sales to stimulate consumer spending. For indie brands, the rising costs of raw materials and shipping have compounded these challenges, leading to the unfortunate closure of some truly beautiful brands such as Mun Skincare Skincare and Luxe Botanics.
With President Trump winning the election, I believe the strong win and the “red wave” across the United States map is a testament to the American people's demand for change. With the economy being the central deciding factor in this election, this outcome will restore consumer confidence and spending. Many small businesses, including spas and indie beauty brands, are hopeful that this shift will create the conditions needed for them not only to survive but to thrive.
- Allie Egan Founder, Veracity
A Trump presidency may be “beneficial” from a pure business perspective. We are running a profitable business and he will likely keep or lower business taxes. However, as a founder and a human, I don't make decisions solely through an economic lens.
I fear that women-owned businesses—the bread and butter of inspiration and innovation in beauty and wellness—will not be developed properly. It is also unknown what a continued culture of division will do to our customers and employees. Stress affects our health in tangible ways and may drive consumers to invest in their health and wellness more or lead them to other measures.
But there is hope as there always is for America’s future. My 4-year old son told me “Mommy, I want a girl to be president.”
- Trinity Mouzon Wofford Co-Founder, Golde
The biggest thing we're immediately going to be keeping an eye on is tariffs. We source a few ingredients and packaging components from overseas and are expecting to see costs increase in 2025 if Trump keeps his promises. That will likely mean needing to pass those increased costs on to our customers in order to maintain margin.
- Cece Meadows Founder and CEO, Prados Beauty
A Republican-led government under Trump would bring a mix of potential benefits and challenges for our business, particularly given our identity as a BIPOC-founded brand facing funding difficulties, tariffs and rising costs of goods.
On one hand, such an administration would likely emphasize lower corporate tax rates and reduced regulations, which can create a more favorable environment for business growth. This could mean fewer regulatory hurdles and lower operational costs, allowing us to reinvest in our brand and increase resilience in an uncertain economy. Additionally, Republicans often advocate for tax breaks and incentives that can benefit small businesses directly.
However, Trump’s previous approach to trade emphasized tariffs, particularly on goods imported from countries like China. We do almost 80% of production in China or receive ingredients and packaging from China. Most beauty brands do and hardly have access to U.S.-made packaging for cosmetics. If similar policies are reinstated, this could further increase our production costs, impacting our ability to offer competitive pricing.
For a BIPOC-founded brand, navigating this environment could also mean limited access to federal programs or support that prioritize diversity and inclusion, areas that may receive reduced focus. This has been happening and will continue to happen. See the ongoing case with Fearless Fund, for example.
In short, while a Trump administration might offer some tax and regulatory relief, it would also present funding and cost challenges due to tariff policies and potential shifts in small business support priorities. Trump has long been a supporter of corporate businesses, but if smaller businesses don’t fall into that category, we often experience challenges that truly could break our businesses, which should be a level of concern for those in our industry, demographic and wheelhouse.
- Rhoda Wasswas Founder and CEO, Manjeri Skincare
The election has added a new layer of complexity for my business, Manjeri Skincare. With the newly elected administration, I anticipate shifts in policy that may impact small, minority-owned businesses like mine. The administration’s general stance on unions has historically leaned toward favoring business growth and deregulation over union-backed labor protections. This could affect industries like shipping, which impacts supply chains critical to my operations.
My top priority remains sustaining growth while keeping my premium products both accessible and high quality despite inflation and rising costs. The recent ILA dockworkers’ union strike is just one of the challenges I've had to address in this tense political climate, adding stress right before the holiday season. Fortunately, I’ve set up contingency plans to maintain smooth operations through the holiday season.
This election’s outcome will have a real impact on how I continue to navigate today’s economic and political landscape. I hope that the new administration prioritizes not only the needs of small businesses, but also strengthens the nation through policies that foster economic recovery, sustainability and inclusivity. As a solo entrepreneur, I'm prepared to adapt, but I remain cautiously optimistic for measures that could help us thrive amidst ongoing uncertainties.
- Julia Kahlig-Garuba Co-Founder, Herb&Root
We order our cardboard and glass packaging from China, and we order some of our exotic ingredients from other countries, so if Trump imposes hefty tariffs on imports, we'll have to raise our prices accordingly, which will most likely cause customer frustration and declining sales.
- Brianna Arps Founder and CEO, Moodeaux
I've already had a few conversations about how a second Trump presidency could affect Moodeaux as well as other BIPOC/woman-owned and -led companies. I'm not alone in my concern for the future of diversity, equity and inclusion, including whether his administration will strive to uphold these values so many Americans care about or support stripping away progressive DE&I initiatives lawsuit by lawsuit.
The latter poses both immediate and gradual negative trickle-down effects that reinforce institutional bias within governmental frameworks overseeing business practices, potentially limiting access to crucial resources, stifling competition, homogenizing innovation and concentrating economic power. I'm really trying not to spiral here, we'll just all have to wait and see.
- Peter Clarkson Co-Founder, Protéger
Our hope is that regulations like MoCRA remain in place for the safety of consumers. Our mission is and always will be to create luxurious, eco-conscious skincare without compromise, and we believe that maintaining rigorous standards in the industry is essential. MoCRA and similar regulations reinforce the commitment to transparency, safety and quality that brands like ours are founded on.
- Olivia Alexander Founder and CEO, Kush Queen
As a brand owner and CEO, my biggest concern is his promise to tariff imports. We make all our products in the U.S., but after COVID had to source packaging internationally. I proudly never have increased my prices post-COVID, but tariffs would kill our cost and likely destabilize the supply chain.
On the other hand, I think being a socially conscious and community-driven brand will continue to be more valuable now than ever. Consumers and communities will only continue to have a deeper divide. Self-care, personal care and alternative wellness will tragically continue to boom because people are suffering.
I also wonder what will happen with the Farm Bill and the FDA because they have promised that are going to dismantle them. I have never ever been in a stable industry, so this energy is somewhat familiar to me.
- Calvin Quallis Founder and CEO, Scotch Porter
A Trump presidency—like any administration—can certainly bring about unique challenges and shifts for businesses, especially those rooted in fostering community, authenticity and inclusion like Scotch Porter. Policies surrounding trade, taxation and healthcare have the potential to influence our operating costs and, more broadly, our consumers’ financial stability and well-being.
However, regardless of the political landscape, our mission remains unchanged: We’re here to serve and uplift our community by providing quality products that not only enhance self-care, but empower people to feel and be their best. In times of uncertainty, I believe even more in the importance of resilience, adaptability and showing up for those we serve, no matter what shifts may come.
- Bobbie Cunningham Co-Founder, Fablerune
As a brand owned and operated by women, we are in complete shock that a convicted felon accused of multiple sexual assaults has won the election over a woman. We can't help but feel like our country has gone backwards and has proved that the patriarchy still hates the idea of a strong female.
While there may be corporate benefits from a Trump presidency—lower taxes, allowing more deductions—it does not outweigh the immoral nature of Donald Trump and the sinking feeling that many female beauty founders are feeling right now. Similar to his previous presidential term, he will likely deregulate manufacturing, energy, oil and gas exploration, offshore drilling, and clean production standards to boost economic growth. For some businesses, that's a good thing. For companies who work hard to produce green and make eco-conscious products, it's a slap in the face. The disregard for our planet and climate change so that he can brag about a booming economy is incredibly short sighted.
He is expected to impose another massive tariff on imports from China, Mexico and other countries. The beauty industry relies on these relationships with foreign entities. They grow and process our ingredients, they produce our packaging, they house our excess inventory. With firsthand experience from these tariffs during his last term, we did everything we could to source in the US but found that local manufacturers could not grow many of the ingredients that we needed, and could not produce glass and plastic containers at all.
These tariffs are imposed on the foreign entity, but they are immediately passed through to the buyer, and unfortunately that means a massive price increase for the consumer. Many of the US farms that grow ingredients for the beauty and food industry are owned, managed, and operated by immigrants. Without an easier path towards citizenship, and a promise from the Trump administration to deport millions - we're putting hard working people at risk of losing their right to the American dream.
Another threat is that he'll cut budgets for the U.S. Small Business Administration and Minority Business Development Agency. Small beauty brands rely on funding from these sources to start and grow their businesses. We worry for our employees and their/our daughters and their access to healthcare. The Affordable Care Act and Planned Parenthood have long been targeted by republican leadership, and they are expected to dismantle a majority of the ACA program. This program has made birth control and healthcare more accessible than ever, and I personally saw a massive price increase in the cost of birth control under Trump's previous presidency. I can't help but wonder how young women can afford to pay for this, or if they will even have access at all going forward.
- Sarah Shafer Founder, Milk Made Skin
Waking up in a world of so much change, we are continuing to focus on what we can control. We still believe that self-care is crucial for everyone and that won’t change us from developing and forging forward with innovation in our space.
It’s important for every business to keep a close pulse on being able to pivot to changes in cost structures, new regulations and altogether aligning with what our customer is telling us.
We are dedicated and will continue to support families struggling with infertility and donating percentage of sales to Fertility Dreams Foundation.
- Ashley Prange Founder and CEO, Au Naturale Cosmetics
The mission of Au Naturale Cosmetics was to bring positive sustainable and environmental impact into the beauty industry. We as a country need to slash carbon emissions by 45% by 2030 to avoid catastrophic, irreversible and devastating climate change.
Trump has already cited his desire to roll back environmental regulations and protections. We are nothing without clean air, clean water and a safe environment. The election results have further emboldened Au Naturale to fight for Mother Nature. Plan on seeing us be louder, more organized and resolute is our mission to our planet!
- Ze Yan Founder, Omad
Imports:
In our current day and age, the global supply chain is nuanced, sophisticated, and highly intertwined. Take one of OMAD's products Miracle Balm for instance, the Traditional Chinese Medicine ingredients are sourced in China; the fermented ingredients are sourced in Germany from a company called BiTop; a patterned ingredient SymRepair® 100 to soothe skin inflammation is from another German company Symrise.
The reason behind our global sourcing strategy is simple: To make the most efficacious, innovative products by working with the best ingredient suppliers who are experts in their field, then make it at the most reasonable price point and share it with our clients in the US. Those countries have invested decades and huge amounts of resources to figure out the most efficient way to make certain ingredients.
My concern about the tariffs is that they will drive up the cost of everything. Our current average tariff is 2%, Mr.Trump wants to raise the tariff to 10% to 20%, higher in certain countries. My concern is they will drive up the cost of everything, customers will have less disposable income to spend and beauty products will be more expensive, adding more headwinds to an already slowed-down indie beauty landscape.
Exports:
American beauty brands are known for their efficacious, storytelling and innovative spirit. That's why it is being loved by so many customers outside the U.S. Once the tariffs are put in place, it's very likely that the EU and countries will retaliate. Take Estée Lauder, for instance. Twenty-seven percent of its sales are from a single market in China. Europe, the Middle East and Africa make up 39.3%. The retaliation will cost U.S. beauty companies and their workers.
- Muna Ikedionwu Founder and Advisor, M.Kedi Consulting
A Trump presidency likely means fundraising is going to get even harder. Women-founded companies already receive less than 2% of venture capital funding and Black women receive an even smaller percentage, at just 0.4%. But that doesn’t consider the emotional exhaustion and lack of respect many face going through the process.
I spend a lot of time with my clients talking them through the tough questions investors ask, giving them insight into how investors think. Now, I’ll likely be spending more time prepping them for questions about why they think they can win in their category, questions undermining their expertise and questions about why they stand for certain values. And that’s time I would rather spend discussing deal terms, valuation multiples or exit strategies.
- Joshua Esnard Founder, The Cut Buddy
It will be an interesting time for men’s beauty because a lot of products for men’s shaving and grooming are made in countries that the U.S. has penalties for. I think the most important thing consumers don't understand when they see prices go up is how this all started.
During Trump's term, a 25% tariff was created where he promised, “China will pay the bill.” That was untrue. Tariff bills don't get sent to the Chinese president, they get sent to the American importers like me and every other men’s grooming brand when the goods enter the U.S. So, now we have 4% to 7% normal customs tariff and an extra 25% Trump penalty.
I think the intent was good for this tariff, but it backfired. Why? Because American manufacturers still are not able to produce at affordable prices. Biden never got rid of the 25% tariff because the reality is it brings money back to our government, but at the expense of the U.S. small business. So, naturally our small businesses either need to fire employees or raise our prices to the consumer. FYI, we have never raised prices. We ate the tariff for the customer.
My prediction is these tariffs will go up even higher than 25%, maybe even 40%, and inflation will skyrocket or there will be many layoffs. Small brands like mine will scramble to survive and we will either die off, we will do bad merchant cash advance (MCA) deals that we default on or give up our company to bigger brands.
Many men’s grooming brands will die or fold into larger brands at a fraction of the cost. So, even if you see a smaller brand name, that product is being managed and controlled by a mega brand. Small brands will not be able to meet the margin requests from retail buyers, and retail buyers will remove their products by 2026.
Minority brands will be the first to go, unfortunately, due to our lack of access to capital. Then, it will be big brand America! These big brands have factories in China, so the tariff doesn't hurt them as much since their price is 40% to 50% better than a small brand. I think indie/small brands are in for a wild ride.
- Jamila Powell Founder, Naturally Drenched
A Trump presidency raises concerns about economic support and stability for small businesses, especially Black-owned brands that face unique funding challenges. Without a clear, actionable plan for economic improvement, it’s uncertain if small businesses will receive the support they need.
While this administration has not prioritized diversity and inclusion, I am encouraged by other organizations offering non-dilutive funding and valuable opportunities for emerging brands. In this environment, community strength is vital for businesses like mine. We are committed to fostering inclusivity, representation, empowerment and creating spaces where our customers feel seen and valued. By upholding these principles and strengthening community connections, we can continue to grow and uplift those who resonate with our mission.
- Christine Koppinger Co-Founder, Minu
Health was a key issue in this election, from concerns about chemicals in our food to women’s reproductive health. For us, health isn't just an issue, it's a core value that we are deeply committed to.
At Minu, we believe sun protection is fundamentally healthcare. The facts speak for themselves: Skin cancer is the leading cause of cancer-related deaths among young women, and the sun is responsible for up to 90% of skin damage and aging. Despite these alarming statistics, the U.S. continues to face significant barriers—both in access to innovative sunscreen solutions and in navigating the FDA’s outdated stance on sunscreen safety.
In fact, much of the sunscreen available on the market today is under scrutiny by the FDA, with many products containing chemical SPFs with insufficient safety data to prove they are fully safe and effective, potentially impacting reproductive and endocrine systems. This is what animates us. It inspires everything we do at Minu to help make daily sun protection a habit our consumers will actually enjoy using every day of their lives.
Our hope for the President is to prioritize advancing sunscreen innovation and push for greater transparency around the safety data of available SPF products. It’s critical that we do not let other countries lead the way in providing better, safer sun protection. The health of millions of Americans is at stake, and the time to act is now.
- Rebekah Jensen Founder, Sanara
As a beauty entrepreneur, I see the potential impact of the presidential election as two-sided. Under Trump, I fear that women-owned and minority-owned indie brands will suffer the most. His proposed tariffs, particularly affecting those of us sourcing packaging from China, could lead to increased costs for consumers—potentially an extra $4,000 per household—making it harder for us to reinvest in our businesses. With Trump's policies historically hitting the middle class hard, the outlook feels grim.
Conversely, under Kamala Harris, I had renewed hope. Launching Sanara just before the pandemic and facing two back-to-back breast cancer diagnoses has tested my resilience. Despite a slow growth period, I recently returned to my healthcare profession for financial stability, allowing me to continue nurturing Sanara. I believe her support for small businesses stands in stark contrast to Trump's approach. As I navigate these uncertain times, my focus remains on growing Sanara responsibly while also prioritizing my personal well-being.
- Carolyn Wheeler Co-Founder and CEO, Vella Bioscience
Overnight, the work of women's health advancement was fully handed to the private sector. By working to fill the huge gap in efficacious female sexual wellness solutions, today feels momentous because it has never felt more necessary for Vella Bioscience to exist.
What I've also been reflecting on today is the relationship between the ascendance of female sexual power and female political dominance. Our brand purpose is becoming clearer.
- Susan Griffin-Black Founder and Co-CEO, EO Products
Tariffs have been in the headlines, and although we cannot be certain what new policies will be enacted, our company is anticipating minimal disruption across most of our ingredients.
We are fortunate to source 80% of our supply chain from California-based suppliers. It’s part of our deliberate sourcing strategy to seek local solutions wherever possible. However, in the 20%, there are components for our packaging that are sourced overseas where tariffs could raise our costs significantly.
From a demand perspective, we will be tracking sentiment: Will consumers seek comfort in a hot soak? The simplicity of a hot bubble bath is a way to access calm and be present. Consumers were already heading there with their “Sunday Reset” and “Everything Shower” content and this current moment feels ripe for self-care that’s unfussy, less regimented and more intuitive.
- Tiffany Ju Founder, Chunks
I know he's pro-tariff, so it may mean increased pricing. It's something I'm considering peripherally because I don't want to assume that's what's going to happen.
- Yve-Car Momperousse Founder, Kreyol Essence
Given our team’s experience and diverse community, we see a few key areas of concern when considering the potential impact of a Trump presidency on our business. First, there’s the direct economic impact: Under previous administration policies, we observed increases in unit economics due to tariffs and restrictions on international goods, which directly affected supply costs. A repeat of such policies could drive similar price pressures and affect our overall pricing and profitability.
Additionally, on the people's side, there are heightened concerns among our staff and customers, many of whom are from immigrant backgrounds or communities deeply impacted by immigration policies and workforce restrictions. Some worry about potential challenges related to citizenship, work permits and general uncertainty about their place in the workforce, which adds stress to the workplace and impacts morale.
Our customer base is also primarily female, with constituents from diverse backgrounds who have expressed concerns over reproductive rights, equal pay and broader representation in leadership roles. Many women in our community feel apprehensive about the potential impacts on these critical issues, especially in light of recent setbacks in gender equality and the missed opportunity of seeing a more diverse representation in leadership.
Ultimately, while we will continue to advocate for inclusivity and support our community, we recognize that a Trump presidency could bring both economic and social challenges that we would need to navigate carefully.
If you have a question you’d like Beauty Independent to ask beauty entrepreneurs, please send it to editor@beautyindependent.com.
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