About us

Hidden Fem began on a trip to Maui. On the Road to Hannah, I saw a woman in a long flowing skirt, confident, graceful, vacation mode and feminine ease unlocked! I knew I wanted one and the search began. I finally found the skirts in a small island shop. I slipped it on, and instantly I felt my energy shift -- soft, flowing, grounded and at ease in every way.

Back home in Saskatchewan, as soon as I slipped on that skirt, the energy shift would happen -- Island ease on the prairies. And every time I went out, I met a new woman who felt the same way; they loved it and wanted to know where they could find one. That’s when the idea took root: to bring the island's feminie vibes home to the prairies.

I knew it was meant to he when I learnt the brand aligned with my sustainable values and business practices. I found something to offer you all, and its something we all can be proud of!

As Hidden Fem grew, I discovered Viori—a hair care brand rooted in ancient beauty traditions and natural ingredients. It made me realize what truly matters: curating hidden gems that not only make women feel amazing but are also ethical, sustainable, and built on integrity.

That’s the heart of Hidden Fem: thoughtfully chosen items that carry ease, simplicity, and connection. Our mission is to help women feel confident and comfortable while supporting people and practices that honour both community and the planet.