Confidants is an online store and digital magazine focused on curating exciting new brands and stories in women's lifestyle. We cut through the clutter to help women discover emerging, independent brands that align with their values and vibe. We also create content to highlight women in our community, helping fans discover new voices through stories by women for women.
Founder Story Hi! I'm Lauren, the leading lady behind Confidants. I've spent the last 7 years scouting brands and telling their stories, all with the goal of inspiring people to discover- style, travel, rituals, inspiration, joy.
As one of the original teammates at Huckberry, I was introduced to my dream job: getting paid to discover cool brands and tell their stories. While leading brand partnerships over those 4-5 years, I partnered with hundreds of the most exciting new companies in men's lifestyle, outdoor, and home.
During this time, I slowly stumbled upon my greatest passion: curating brands and stories that empower women to explore their dreams. Taking what I learned from all we built at Huckberry, I left at the end of 2017 to pursue my passion, curating the most exciting brands and stories in the lifestyle industry, but this time for women.
Confidants is officially 1 year old as of September (2019). We’re still here! Small victories! In that time we’ve introduced 48 new brands to our growing fan base. To our customers, the majority of products we introduce have never hit their radar, so as expected, discovery is a thriving element of Confidants.
But more excitingly, 80% of our sales went to women-led brands, while 81% of sales went to brands that have a mission directly tied to sustainability. Hopefully we’re showing fans
We’re living our mission, helping women discover awesome new brands that align with their values. Thanks to our customers, together we’re also helping move retail in the right direction for people and the planet.
