Beauty Boss: Aubrey Hubbell Launched Innovative Femme Care Brand Hazel to Offer Real Solutions for the Ever-Evolving Woman
Aubrey Hubbell. [Photo credit: Sara Haile]
Our latest Beauty Boss is Aubrey Hubbell, Co-Founder and Chief Design Officer of Hazel—a luxe, innovative femme care brand that is designed to offer real solutions for the ever-evolving women while boosting confidence.
From perimenopause to postpartum, many women deal with incontinence and Hazel’s thoughtfully designed, disposable underwear is made with breathable materials and sleek silhouettes that look like real underwear and includes a control top. The chic briefs feature a high-waist fit, ultra-thin design, and hold up to 1.5 cups of liquid that is absorbed evenly.
Hazel’s innovative design was developed alongside fashion designers and material scientists in order to create the ultimate fit and function, and are made with a blend of natural and technical fibers that are quick-drying, moisture-wicking, and odor-eliminating. They are also free from fragrance and chlorine, and are conveniently package individually to take wherever you go.
We chatted with Hubbell who shared the inspiration behind the brand, secrets for success, best advice, and much more.
When was Hazel founded and what does the name mean?
Hazel was founded in 2019 with a mission to empower the ever-evolving woman with the innovative femme care she so deserves.
After two years of thoughtful product development, we launched DTC in 2022 with our hero product, the High & Dry Brief. In 2024, we made our retail debut with Meijer and launched on Amazon, and in 2025 we landed on shelves in select Target stores nationwide.
Hazel is your best friend in-the-know. She’s the Modern Maven—timeless and delightful, bold and sage. She’s the woman you trust for advice on everything from skincare to big life shifts. Ready and eager to lend an empathetic ear and an optimistic outlook. Hazel leads with heart and humor. A tastemaker and rule-breaker, Hazel embraces everything that comes with being a woman.
Hubbell with Steven Cruz, CEO of Hazel.
What inspired the creation of your brand?
Hazel began from real conversations with women in my life—honest, unfiltered, and long overdue. She shared her frustrations, confessions, workarounds, and the times she’d settled for products that made her feel less than.
I imagined a brand not only offering a new product, but a completely different experience—one that felt elevated, stylish, and innovative. Inspired by the beauty brands she loves, the bold women’s movements of the past, Hazel was created to break stigmas, smash taboos, and spark conversations about experiences we all have, but aren’t talking about enough.
Do you have a hero product?
Hazel’s High & Dry Briefs are super chic, disposable brief for leaks—designed for chasing kids and running miles. They truly look and feel like real underwear, but with the power to absorb up to a full bladder (yes, really!)—thanks to our patented No Leak Chic Technology™.
With a high-rise and full coverage fit, they’ll hit you just right—no bulky pads, no mesh hospital underwear, just the elevated experience you so deserve.
Where are your products sold?
You can find Hazel on our website, Amazon, and in retailers like Target, Wegmans, Meijer, and more. View our store locator here.
Future plans?
Hazel is growing—from a DTC launch to over 1,000 retail doors this year. The goal? Meet her where she is— whether she’s in the haze of postpartum, the heat of menopause or somewhere in between laughing, coughing, sneezing. We’re here for her.
Who inspires you?
The women I’m lucky to know—moms who make it all work, friends who check in, founders building brands from scratch, women embracing their bodies and leaning into their power. Hazel is rooted in her strength and openness.
I’m inspired by so many women—Sara Blakely for not taking no for an answer, Eva Chen for her authenticity as a mom and style, Tracee Ellis Ross for her brilliant vision and spunk. Powerful women that show style and substance aren’t mutually exclusive.
Secret to success?
Success isn’t a title or an accomplishment—for me, it’s the ability to stay creative, solve problems, and stay joyful. That means building something meaningful while being present as a mom, wife, and founder.
Hazel can be found at numerous retailers including Target.
Beauty secrets?
A sleek cat eye (Too Faced Better Than Sex Eyeliner), red lip (Merit’s Lipstick in Cabo), Supergoop! SPF Finishing Powder, Ten Over Ten Red LA Nail Polish. As often as I can, water and rest. Bonus if there’s a facial and massage on the schedule.
Wellness tips?
A Pilates class in the evening. A gratitude journal entry. A long, hot shower with OUAI’s St. Bart’s Body Scrub and Crown Affair’s Shampoo and Conditioner. Reading “Escargot” to my son at bedtime (favorite French-ish book!) The little rituals make everything feel more grounded.
Best advice?
Send the message. DM the person. The worst that can happen is they say no or don’t respond. Best case, it opens a door.
How do you like to relax?
With a martini (extra Quincy Olives!) and an Audrey Hepburn film—”Breakfast At Tiffany’s” or “Charade” is always a good idea.
For more information about Hazel, visit their website and follow on Instagram: @hellohazel_
[Images courtesy of Hazel/Sara Haile]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk