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The Biscuit Beauty Story
WHO WE ARE
Female athletes are under-represented in the hockey apparel scene, where much of the gear and clothing has traditionally been designed with male athletes in mind. As the number of girls stepping onto the ice continues to grow, so does the need for clothing that reflects their identity, style, and strength. For too long, "shrink it and pink it" was the standard, offering girls limited choices that lacked the same performance and personality found in boys’ gear.
When our daughters first laced up their skates and stepped onto the ice, we saw more than just the beginning of their hockey journeys—we saw their passion, determination, and love for the game ignite.
But as they grew into the sport, something became clear: the options for hockey apparel designed specifically for girls were not.
We searched for clothing that reflected their identity as athletes—something that wasn’t just shrunk down or dyed pink, but made for them, with purpose and pride. What we found instead was a major gap. Girls were showing up and showing out on the ice, but they weren’t being represented in the apparel they wore to and from the rink.
That’s when we knew something had to change.
Hundreds of hours were spent researching at the rink and designing for our demographic.
Long nights were devoted to designing the perfect pieces.
Whether we were sitting in the stands or watching our girls from the glass, we believed in this brand.
It’s more than just clothing—it’s a lifestyle.
We’re proud to bring Biscuit Beauty to the market, and we hope you love it just as much as we do.
GIRLS' HOCKEY IS ON THE RISE
Girls' youth hockey has seen impressive growth over the past several years, with participation rising steadily across North America. According to USA Hockey, the number of registered female youth players increased by nearly 50% from 2013 to 2024, reflecting both growing interest and improved access to the sport. More schools and community programs are offering girls' hockey teams, and the visibility of professional leagues like the PWHL is inspiring young players to lace up their skates. This surge in grassroots participation is helping to build a strong foundation for the future of women’s hockey.
WHY WE ARE HERE
Female athletes are under-represented in the hockey apparel scene, where much of the gear and clothing has traditionally been designed with male athletes in mind. As the number of girls stepping onto the ice continues to grow, so does the need for clothing that reflects their identity, style, and strength. For too long, "shrink it and pink it" was the standard, offering girls limited choices that lacked the same performance and personality found in boys’ gear.
Biscuit Beauty was created to change that narrative. Born from a passion for the game and a commitment to representation, Biscuit Beauty is a girls’ hockey clothing brand built to empower and celebrate female players.
Our goal is simple: to give girls gear that fits their game—and their style. Biscuit Beauty fills a critical gap in the hockey world. It’s more than just clothing—it’s a movement for visibility, pride, and the future of girls in ice hockey.