Hello Sunshine Launches Incubator For Female Content Creators and Entrepreneurs (Exclusive)
Hello Sunshine, the media company behind several successful female-led brands like Reese’s Book Club, Shine Away, The Home Edit and Fair Play, is expanding its mission to support women-driven storytelling. The company has launched The Hello Sunshine Collective, a new incubator designed to help women content creators grow their businesses and strengthen the personal narratives at the core of their brands.
The Collective provides a tailored mentorship experience that connects creators with Hello Sunshine’s extensive network of resources, including guidance in content development, marketing, strategic partnerships, brand building and direct input from the company’s leadership team. The aim is to empower entrepreneurial women to elevate their platforms and unlock new business opportunities.
Founder Reese Witherspoon emphasized the inspiration behind the initiative, reflecting on the generations of women whose creative voices were not widely heard due to limited access and opportunity. “I often think of the lost stories of my grandmother’s and mother’s generation that weren’t told simply because the opportunities to create and share art were so limited,” Witherspoon said in a statement. “We’re in a new era for women to thrive. The Hello Sunshine Collective continues our mission and will fuel growth for many talented and deserving individuals.”
The inaugural class features 15 creators from a wide range of fields, collectively reaching over 59 million people across social platforms. The group includes composer Emily Bear, former WNBA player Sydney Carter, wellness guide Alex Elle, cake designer Yolanda Gampp, fitness expert Jeanette Jenkins, influencer Rachel Martino, The Cool Mom Co. founder Lizzy Mathis, The Korean Vegan creator Joanne Molinaro, disability advocate Sophie Morgan, Color Me Courtney founder Courtney Quinn, comedian Yasmine Sahid, musical artist Shiadanni, digital personality Kat Stickler, gaming star Valkyrae and Diary of an Honest Mom founder Libby Ward.
Over the course of a year, these creators will receive hands-on support in scaling their brands and expanding into new direct-to-consumer ventures. Hello Sunshine points to The Home Edit as a model of what is possible. Since acquiring the organizing and design company in 2022, the brand has expanded significantly through strategic retail partnerships and product launches with companies like Walmart and The Container Store.
Maureen Polo, Hello Sunshine’s head of direct-to-consumer, explained that the incubator is not just about business growth, but about shifting who gets to shape cultural narratives. “To change the stories being told, you have to change who is telling them,” Polo said. “As we continue to develop direct-to-consumer brands, building a hands-on talent incubator was a natural next step. I’m excited to support these creators in accelerating their growth through personalized strategy and the broader Hello Sunshine ecosystem.”
The Hello Sunshine Collective will officially launch with a celebration on October 20 at the Sheraton Grand in downtown Los Angeles. The event, sponsored in partnership with the National Women’s Law Center, will include a performance by musical artist Maeta and mark the beginning of a year-long journey for the inaugural cohort.
