This story appears in the May 2026 issue of Utah Business. Subscribe.
Women-owned small businesses have been increasing and gaining momentum over the past five years, and a new wave of founders is building brands rooted in purpose, creativity and community.
Amelia’s Swedish Candy
Founder: Amelia Hapgood
Why is Swedish candy taking over?
“Swedish candy has absolutely blown up over the past year, and we can thank TikTok for that. It went viral for its fun colors, unique shapes and amazing textures, but also for its more wholesome ingredients. Most varieties are made without artificial dyes or GMOs, which really differentiates them from traditional American candy.”
Why a candy truck?
“We found the most darling vintage red VW truck on eBay. … We had never seen a Swedish candy truck before and immediately knew it would be such a fun and unique idea. We have a busy summer ahead with lots of private weddings and corporate events, but you can find us weekly at local farmers markets: Springville on Monday nights, Draper on Tuesday nights and Orem on Wednesday nights.”
Saturday Strides
Co-Founders: Abby Averett & Samantha Jex
Activewear brands are everywhere. Why focus on socks?
“Socks are one of the most overlooked pieces of performance gear, yet they directly impact comfort, blisters and overall performance. We saw a gap where socks were either functional or cute, but not both; so, we built something that does both at a high level.”
What are the makings of an elite sock?
“An elite sock combines targeted compression, sweat-wicking materials and a seamless toe to prevent blisters, while maintaining durability after miles and washes. Bonus if it actually looks good with your outfit.”
Rookie Wellness
Founder: Roxanne Wise
What gap did you see in the nutrition supplement marketplace when you started Rookie Wellness?
“I saw a lot of brands that either catered toward men or launched using a ‘pink it and shrink it’ approach, with few active ingredients and cute packaging. I wanted women not to feel intimidated by wellness and to trust that they could get high-quality ingredients, clean products and a brand that understood their lifestyle.”
What has been the hardest thing to overcome in your personal wellness journey?
“It’s always consistency. I have the biggest challenge with wanting to do things “perfectly” instead of just getting them done sometimes. I want to be [exercising] six days a week for an hour to check it off the list, but the reality is sometimes you just need to show up.”
Punchy Kids
Founder & CEO: Megan Kelly
When you started Punchy Kids, what did you think was missing from the kids’ nutrition market?
“It was missing high-quality supplements made specifically for kids. I’m talking about products that are truly science-backed, thoughtfully sourced and dosed for growing bodies — not just watered-down versions of adult products. I also saw a big opportunity to simplify things for families by creating products that serve multiple purposes rather than adding more complexity to already busy routines.”
What did you want the visual brand to reflect?
“This is one of the most fun — and challenging — parts of the business. With kids’ products, you’re designing for two audiences: the parent buying it and the child using it. We wanted something that felt clean and trustworthy to parents, but still exciting and fun for kids. That led us to colorful, playful elements and flavor characters, balanced with a more classic, elevated look that doesn’t feel overwhelming.”
The Daily Essential Co.
Founder & CEO: Jenna Rammell
What do you know about formulating skin products now that you wish you knew then?
“I wish I had understood earlier how much restraint matters. In the beginning, I thought more ingredients meant better results, but over time I’ve learned that thoughtful, intentional formulations almost always outperform complicated ones. The skin responds best when you support it rather than overwhelm it. I also didn’t realize how important barrier health is. Now, every product we create is designed to strengthen and support the skin long-term, not just give a quick result.”
What made you passionate about skincare?
“It started from a personal struggle. I was dealing with perioral dermatitis and couldn’t find products that felt safe, effective and simple. That frustration turned into curiosity, and eventually into creating something of my own at my kitchen table. What began as a solution for myself became something much bigger — helping other people feel confident in their skin. That’s what still drives me today.”
