Hey hey, friends! We’ve got some super exciting news to share—our 2025 Funded By LIY winners are here, and we can’t wait for you to meet them! We kicked off this program back in 2023 and have been blown away ever since by the amazing women who’ve been part of it. If you’re new around here and wondering what Funded By LIY is all about, allow us to fill you in!
At Living In Yellow, our mission is all about being the best resource for women, and doing it in the most fun way possible. This community is full of insanely talented, creative, and driven women, and we wanted to find a way to pour into their dreams. So we started Funded By LIY—basically our own little version of Shark Tank (big fans!). You can learn all about the program here!
This year’s applicants completely blew us away. Narrowing it down to just three winners was SO tough—we wish we could have picked everyone! The support you’ve already shown these women (and so many others in our community) means the world, and we can’t thank you enough for continuing to show up and shop small!
Now, let’s get to the fun part. These three women are doing amazing things, and we know you’re going to love what they’re all about. Ready to meet our newest winners?
P.S. Want to check out our past winners? You can find them here!
1st Place
Sleepy Mommy [use code LIY10 for 10% off]
Founder & Owner: Jenn
What is Sleepy Mommy?
Sleepy Mommy is an online boutique that curates and sells thoughtful and practical children’s products, designed to ease the mental load of motherhood—so you can focus less on planning and coordinating and more on enjoying the moment! From done-for-you Elf Kits to Summer Boredom Buster Jars, everything we make is built with one mission in mind: To help busy moms feel less overwhelmed and be more present.
When and why did you start Sleepy Mommy?
It all began with one tired mom- me, I’m that mom. Like so many other tired moms, I love the magic of the holidays—but dread the late-night scramble to come up with yet another creative idea for the Elf. With 27 days of mischief to plan, I was feeling exhausted and overwhelmed! Enter Sleepy Mommy! I decided to create a done-for-you Elf Kit with everything moms needed—ideas, supplies, instructions—to make the Elf’s visit fun and easy, minus the stress!What started as a simple solution for holiday burnout turned into something so much bigger! The Elf Kit was just the beginning—I’ve been creating for busy, brilliant moms ever since!
What excites you most about being a “Funded by LIY” winner?
Learning from and getting to know other amazing women in business. I’m also very excited about the opportunity to provide products that make life easier for moms.
Tell us about any upcoming launches or new products!
A Summer Activity kit is coming soon, and our 2025 Elf Kit is now available for pre-order!
2025 Elf Kit Preorder here!
2nd Place
Easkey Right [use code LIY15 for 15% off]
Founders & Owners: Sara & Ashley
What is Easkey Right?
Easkey Right is a female-founded, coastal brand that designs elevated jewelry and accessories using authentic boat rope.
When and why did you start Easkey Right?
We started Easkey Right in the summer of 2021. As beach and boat enthusiasts, the ocean is our happy place. We wanted to create a brand that harbored the soul of summer all year long. Boat rope is the unique element that threads all of our designs together and reminds us of salty days on and off the shore.
What excites you most about being a “Funded by LIY” winner?
We love being recognized by the kind, stylish and generous team at LIY. A wonderful customer of ours and longtime follower of yours was the first person to suggest we apply! The most exciting aspect is getting to learn and grow from fellow female entrepreneurs like the team at LIY and other Funded winners!
Tell us about any upcoming launches or new products!
We just launched a line of crossbody bag straps, built from dock line rope! They are interchangeable and can be easily used on any existing bag you already have!
3rd Place
Mily & Honey Tallow Company [use code LIY20 for 20% off]
Founder & Owner: Alyssa
What is Milk & Honey Tallow Company?
Milk & Honey Tallow Company is a natural skincare brand that sells high-end beef tallow products. We use 100% grass-fed beef tallow and organic oils and botanicals to create luxury beauty products.
When and why did you start Milk & Honey Tallow Company?
I started Milk & Honey Tallow Company in January 2024, officially launching a few months later in June. I was a luxury beauty chemist for 14 years and left the corporate world in 2022 to spend more time with my three young kids. As much as I loved being home with them, I began to miss having the creative outlet I had with my job. I had been using tallow for 5 years, even though I had access to so many luxury skincare products. I had tried so many skincare products, and nothing really worked for me. The first time I tried tallow I was hooked. It improved my skin so much that I never went back. I quickly realized that creating my own tallow skincare products was the perfect way to fulfill my creative outlet without sacrificing the time with my kids. The idea quickly bloomed into a small business idea, and I took off running and didn’t look back!
What excites you most about being a “Funded By LIY” winner?
I have a background in formulation chemistry but no experience in running a small business so I’m most excited to learn from the experienced LIY team. Having access to such a fun, creative, successful business is something I never imagined and I’m so excited to learn from the best!
Tell us about any upcoming launches or new products!
My next launch will be a natural deodorant. I also have plans to launch a body cream, lip balm tubes, and new soap and lip butter scents this year.
