About us

Welcome to Hidden Fem

Hidden Fem was born from a leap of faith and a deep desire to revel in and to celebrate the mystique that is our feminine energy.

The Journey

Our journey began on May 30th, 2024, when my husband and I were on our 10th anniversary trip to Maui. It was there I encountered a young woman in a breathtaking, flowing skirt that embodied peace and effortless femininity. I was captivated and set out to find my own piece of that magic!

I navigated through vibrant local markets until I found a skirt that resonated with me. The pattern beautifully mirrored the power and tranquility of the tropical forests and stormy seas surrounding us on the island.  The moment I put it on I felt an instant connection with my own feminine energy, I felt grounded, graceful and free. We all deserve to feel that way! After receiving countless compliments and wistful “where can I get one” comments from loved ones and strangers, I decided to bring the magic back with me to Canada.

The Brand

Hidden Fem exists at the intersection of clothing, wellness, and lifestyle. While we draw inspiration from various sources, we remain committed to following our own path, guided by intuition rather than comparison. We admire brands like Viori and S Love L Hawaii for their dedication to authenticity, quality and culture, and we aim to bring a similar level of integrity to our hand curated offerings.

More about S Love L Hawaii

Our Mission

At Hidden Fem, we’re committed to providing an effortless way for you to connect with your feminine essence. Our products are designed to fit seamlessly into your life, helping you embrace your beauty and power in every day and activity.

We Believe

  • In the magic of owning and integrating our feminine energy into our daily lives without compromise. 
  • In the power of ethical free-trade to unite us as a collective that values beautiful craftsmanship and fair treatment of all workers around the world.
  • In women supporting women. 
  • That there is no perfect time to start something new or to follow your dreams; there is only now and what we make of it.

Our Values

  • Love: We believe in the transformative power of love, embracing every individual’s unique essence.
  • Ethical: Our commitment to ethical practices ensures that every step of our process respects both people and Mother Earth.
  • Feminine: We honor and amplify the feminine energy that resides within us all.

Inclusion and Diversity: We celebrate diversity and strive to make our products accessible to everyone who feels called to them.

Hidden Fem is about the ritual of radically embracing and celebrating our feminine essence. If this resonates with you, we look forward to helping you find that effortless connection with your inner self amidst the hustle and bustle of everyday life. We consider it a privilege to help you unlock and express the magic that has always been within you!

Ease and joy,

Amber & The Hidden Fem Family

Inspired

Our sources of inspiration
  • About S Love L Hawaii

    About S Love L Hawaii

    I started back in 2020 during Covid, when I had free time on my hands. I first bought fabric from fabric stores, and made samples and body styles...

    About S Love L Hawaii

    I started back in 2020 during Covid, when I had free time on my hands. I first bought fabric from fabric stores, and made samples and body styles...

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