We’re proud to share that Laro has officially joined Buy Women Built, a powerful UK campaign mobilising consumers to support female-founded and women-built brands. As a premium, plastic-free oral care company led by a female founder, joining this community aligns with everything we believe in: thoughtful design, sustainable innovation, and building a more equitable landscape for women in business.
In the UK, only a small fraction of investment and visibility goes to female entrepreneurs - yet consumer behaviour has the power to change that. Buy Women Built is built on a simple, democratic idea: not everyone can invest in or mentor a female founder, but everyone can choose to buy from one.
And those choices add up.
Why Buy Women Built Matters
The Buy Women Built campaign exists to close the gender entrepreneurship gap by championing the women behind the brands we love. It shines a light on female-led businesses, their stories, and the impact they create - inspiring the next generation of girls to dream bigger, build boldly and take up space within the economy.
When consumers intentionally reach for women-built products, they help:
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Shift visibility and demand
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Strengthen the economic contribution of women-owned businesses
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Challenge outdated norms in sectors where women remain underrepresented
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Create a ripple effect of empowerment for future founders
It’s a movement rooted in both equality and pragmatism: consumer spending power can reshape the economy.
What This Means for Laro
As a UK wellness and oral-care brand, Laro was built around the belief that everyday rituals deserve thoughtful design, better science and sustainable choices. Being part of Buy Women Built reinforces our commitment to building a brand that does more than create premium oral care - it contributes to a fairer and more inclusive future.
By joining this community, we hope to:
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Increase visibility for female-founded brands within the wellness and beauty space
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Champion sustainable, design-led alternatives in categories long dominated by legacy companies
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Connect with other purpose-led founders who are challenging industry norms
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Encourage consumers to support brands that reflect their values
For us, being women-built is not a label - it’s a lens through which we design, innovate and grow.
The Power of Choosing Women-Built Brands
Every time a customer chooses Laro - whether a sustainable toothpaste, premium mouth rinse, or plastic-free oral care essential - they are actively supporting a female-founded business. And when thousands of people make thousands of small choices like this, a cultural and economic shift begins.
The Buy Women Built campaign reminds us that:
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Consumer choice is powerful.
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Small decisions compound into real impact.
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When women succeed, the economy strengthens.
Research continually shows that diverse founding teams generate stronger financial performance, build more resilient companies, and inspire innovation that benefits society at large.
Supporting women-built brands is not just a feel-good act - it’s a smart economic one.
Looking Ahead
We’re honoured to stand alongside so many inspiring female founders - from beauty and wellness to food, interiors and everyday essentials. Collectively, we are shaping a new narrative for what the UK economy can look like when women are supported, funded and celebrated.
At Laro, our mission has always been to reimagine the everyday ritual with products that are elevated, effective and environmentally responsible. Now, we’re proud to align that mission with a movement creating tangible change for women in business.
When you buy women-built, you don’t just support the brands of today - you help build the future for tomorrow’s women.
Take a look at our Signature Collection here.