Brands Built By Women: Calling

Celebrating new and emerging female-founded brands you'll want to know.

Since November 2025, we've been spotlighting the next generation of female-founded consumer brands and celebrating female entrepreneurship, showing that building a business is a real, viable career path for women from all walks of life, regardless of background, age, culture, or circumstance.

We started Mindful Brand to support women in succeeding in business - not just through what we do, but also through how we shop. We believe in a future where more seven-figure consumer brands are built by women, and we’re committed to helping make that vision a reality.

Deciding which businesses to support is a personal choice. If, like us, you prefer to champion female-founded brands, we hope you’ll join us.

Today, we’re featuring Calling, founded by Sabah Yaqoob in 2023 in London, UK.

About the Brand

Calling is a culture-led beauty brand built for the way women connect today - through digital spaces, group chats, and emotional micro-moments. The brand creates award-winning products driven by conversations with real women.

Each product is developed using insights from The Hotline, a 200+ member digital group chat that acts as the brand’s cultural lab - a real-time focus group, loyalty engine and brand co-creation space where women shape products, campaigns and brand direction.

Designed primarily for women aged 25-35, Calling also attracts audiences aged 18-24 and 45-65. Every launch is built with its community, prioritising the voices and needs of real women.

Meet the Founder

Sabah is based in London and began her career as an intern at Tom Ford Beauty in 2013. She later worked in marketing at Chalhoub Group in Dubai and in the Harrods fashion buying office.

A passionate Scorpio and first-time solo founder, she grew up in an entrepreneurial family that greatly influenced her.

How She Started

Sabah is a creative at heart. Meaningful product design that elevates the lives of consumers and builds brand worlds rooted in strong values and emotional connection is what drives her. From around the age of 14, she knew she wanted to build a brand of her own.

Calling was created to offer something different from celebrity and macro-influencer-founded beauty brands. At its core, the everyday woman is the star of the show - the muse who inspires and shapes the brand.

What She Learned

Your business can only go as you do. It will shine a light onto every part of yourself. The parts that are your strength and the parts that are holding you back, that need more love, even. Where you water yourself, there you water the business.

Where to shop

Calling is available to buy at www.callingbeauty.com and a selection of local stores.

Instagram: @calling.beauty

Tiktok: @callingbeauty

Support brands built by women. Don’t just say it. Shop it. Stock it. Fund it.