Startups You Should Know

At Hot Smart Rich, we believe the future is female—and founder-led. That’s why we’re bringing back our community-favorite series: Startups You Should Know. Originally launched on TikTok, this spotlight is now expanding across our ecosystem to give unapologetic visibility to the female-led consumer startups shaping culture, solving overlooked problems, and building equity—literally.

Each week, we’ll be featuring early-stage brands submitted through our DMs, inbox, and founder network. Some may not be a fit for HSR Ventures (yet), but they’re still pushing boundaries in categories like inclusive wellness, adaptive fashion, parenting tech, and derm-backed skincare. These are the emerging companies that embody the startup lifestyle—from brand-building and burnout to bold pivots and breakout launches.

Whether you’re a high-earning woman looking for smart investments, a consumer curious about the latest trends, or a founder looking to learn, this series is your inside track. Because in a world of female empowerment, creator economy crossovers, and modern brand growth strategies, we all rise when we share the mic.

Mela Vitamins is addressing a $16B underserved market as the first company formulating supplements and wellness solutions specifically designed to meet the unique nutritional needs of people of color. By tackling significant health disparities and offering high-quality, targeted solutions, they're setting a new standard in inclusive wellness.

Why It Matters

Despite making up a large portion of the population, people of color are often excluded from clinical trials and underrepresented in traditional supplement formulations. One example? Vitamin D. Up to 80% of melanated individuals are deficient, yet most multivitamins don’t account for this. Mela Vitamins changes that with targeted, high-potency formulas that actually reflect our biology.

This is brand-building with purpose—a prime example of the new era of culture-shaping consumer startups that prioritize both community and clinical rigor.

Founder Story: Ashley Harmon

Ashley’s founder journey began with years of personal health struggles—chronic fatigue, skin issues, digestive problems—until she was diagnosed with PCOS and a Vitamin D deficiency. Frustrated by ineffective, overpriced multivitamins, she spent a decade researching how melanin affects nutrient absorption and began building what would eventually become Mela Vitamins.

“Other multivitamins aren’t made for melanated people. I created the first one that is,” says Harmon. “We will always prioritize your wellness.”

Ashley’s work is a reminder that wealth-building for women starts with ownership of our health, our bodies, and our stories.

Liberare is the adaptive fashion startup rewriting the rules of intimacy, independence, and inclusive design—starting with the bra. Created for women with post-op needs, disabilities, or limited mobility, Liberare’s wire-free bras are soft, beautiful, and require no hand strength to put on.

Whether you’re recovering from surgery, living with a chronic condition, or simply navigating aging on your own terms, Liberare’s mission is simple: every woman deserves to get dressed without struggle.

Why It Matters

For too long, the fashion and lingerie industries have overlooked people with disabilities and pain—offering solutions that are either clinical, unflattering, or simply ineffective. Liberare is changing that with bras that blend comfort, accessibility, and elegance. Think: adaptive design meets real-world functionality, wrapped in a brand that respects your autonomy.

This is what female-founded innovation looks like—where inclusive wellness and product design come together to create dignified, delightful daily experiences.

Founder Story: Emma Butler (and Her Mom)

Emma Butler’s entrepreneurial journey began at home. Her mom, who suffers from shoulder and hand pain, couldn’t find a bra that was both easy to wear and flattering. Watching her mom struggle with basic tasks sparked a fire—and Emma spent the next 4 years perfecting every detail of Liberare’s easy-on bras.

“I started Liberare because my mom deserved better,” Emma says. “Knowing she—and over 10,000 other women—can start their day with ease? That means everything to me.”

Emma’s story is a testament to founder mindset: solving real problems for people you love, and scaling that impact for others.

Parenting doesn’t come with a manual—but it should come with Auggie. Founded by Lily Hubbard, a toddler mom based in Brooklyn, Auggie is the only platform built for parents to find community, share real-life recommendations, and shop products that are actually vetted by people who get it.

Think of it as a smarter, more supportive digital village—created by parents, for parents.

Why It Matters

Today’s parents are overwhelmed. They’re toggling between strollers and sleep regressions, tabs and texts, Google Docs and group chats. From product research to emotional support, every decision feels high stakes. Auggie simplifies this chaos by offering curated spaces like Topic Spaces, Local Spaces, and Due Date Pods, where parents can connect over shared experiences and get the insight they actually need.

This is founder-led innovation with heart—blending the startup lifestyle with the realities of sleepless nights and decision fatigue.

Founder Story: Lily Hubbard

As a new mom navigating the messy middle of toddlerhood, Lily realized that the most valuable parenting advice wasn’t coming from search engines—it was coming from other moms. So she built Auggie as a love letter to the invisible labor of modern parenthood.

“Our greatest hope is that you feel seen,” Lily says. “Seen in the multitasking, the late-night feedings, the endless research, and the choices we make every day.”

By translating the emotional landscape of caregiving into an intuitive digital experience, Lily created a brand that honors the wisdom and resilience of parents everywhere—especially the default parent.

Auggie isn’t just a product—it’s a movement for culture-shaping community building, led by one of the most powerful audiences in the world: parents.

Àuda.B is a skin-first SPF, safely formulated for acne-prone skin, backed by a Board-Certified Derm. The “Supergoop” for chronic skin conditions—reducing breakouts, calming inflammation, and merging sunscreen + skincare in one.

About HSR Ventures

HSR Ventures backs bold ideas and brighter futures for women. We invest $100K to $1M in category-defining consumer brands and services that empower women across relationships, motherhood, career, and financial security. Learn more about how we’re driving innovation through consumer startup investing, brand strategy, and early-stage operator insight.

Want your brand featured?

We’re always scouting fresh ideas. Email us at [email protected] to be considered for a future Startups You Should Know feature—or pitch us if you’re raising!