Frequently Asked Questions

I think I know of/work for a company that meets your standards. How can I connect you?

Amazing! Send us a note at with some more information.

What is a certification mark?

The United States Patent & Trademark Office defines a certification mark as “a type of trademark that is used to show consumers that particular goods and/or services, or their providers, have met certain standards.” The legal definition in the United States can be found in 15 U.S.C. §1127. Certification marks are one great way to make sure you’re using your money to support companies that share your values. The SHE Marks are a collection of certification marks that verify the representation of women at the company providing the goods and services you purchase. If you spend your money with a SHE Certified Company, you can be sure that your dollars are making a difference in the fight for economic gender equality.

Does a SHE Mark tell me anything about a company’s pay gap?

This is a great question; the gender-based pay gap is a major, persisting hurdle in the race towards global economic gender equity. No, none of our SHE Marks indicate that a company pays its employees equitably. We wanted our collection of SHE Marks to indicate representation of women in significant roles throughout a company in an easy-to-understand way. We considered creating a suite of marks that would, in one stamp, review all corporate policies and indicate that a company is a “good” feminist, but we wanted to create space for companies to showcase their gender equality however they can show up. To be clear: any discrimination on the basis of gender, whether implicit or explicit, is a horrifying relic of a misinformed, inconsiderate past, including any pay gaps at individual companies and at large. We know that the gender-based pay gap exists, and the fight for gender equity must necessarily overcome the persisting pay gap. We also know that representation of women in leadership or otherwise impactful positions tends to effectuate positive changes in many areas of company policy, increasing representation across the company and lessening any gender-based pay gaps.

I saw a SHE Mark IRL! What does that mean?

That’s so exciting! We are so glad you saw it and that you were curious enough to land here! Seeing one of the SHE Marks means that the company displaying the mark has met our standards for gender equality in the workplace. There are three different marks that companies can qualify for, SHEruns, SHEmakes, and SHEowns. Regardless of which you see, you can be sure that you are using your purchasing power to support a company that values gender equality at some level of their workforce. If you’d like to apply for a SHE Mark, you can request an application here.

 I saw the SHE mark IRL!

 I want to apply for a SHE Mark (or two...or three)!

I want to apply for a SHE Mark (or two...or three)! How do I do that?

We are happy you are interested in applying for a SHE Mark! There are 4 steps involved in applying for a SHE Mark: 1. Request an application, here! 2. We will send you an email with all of the information that you need to complete your application(s), including the materials required, the associated fees, and the application link. You must submit a completed application, as well as the required fee, for your application to be considered for certification. 3. We need approximately 2-4 weeks to finalize our review of your application(s). We will reach out directly via email to let you know whether or not your company has been certified! 4. #MakeWaves

What is involved in an application?

All three applications require the company’s general identifying information (company name, logo, website, social media, physical location), and your relationship to the company and contact information. Additionally, applicants must submit further de-identified information specific to each SHE Mark that they are applying for. Certain applications will require applicants to determine their employee turnover rate. For additional, specific information regarding application requirements, please email and request our SHE Program.

Why do I have to figure out the employee turnover rate?

We understand that it is natural for companies to experience employee turnover and that a company with a higher-than-average turnover rate may impact a company’s qualifications for the SHE Mark(s) during the two year certification period. A company will not be denied certification solely based on their turnover rate. However, if a SHE Certified company has a turnover rate over 9%, the company may be required to submit additional employment information during the term of certification to make sure you continue to meet our standards of gender equality as you grow and change!

What constitutes an “owner?”

The owner of a business is the person(s) or entity(ies) that own(s) some portion of equity in a company. Note: having a very high title or status, like President, is not the same as owning a business.

What if the company is partially owned by another entity/company?

If your company meets our standards for the SHEowns mark without consideration of the equity held by an entity, then there is no need to send any further information on the entity that hold ownership. If, however, consideration or review of the holding company may affect your qualification under the SHE Program, please include in your ownership evidence the same information for the holding entity as requested for the company applying, along with a sworn statement signed by either: 1. the individuals that own the holding company, if that company is a partnership or sole proprietor, or 2. a supermajority or unanimous shareholder or member resolution by the holding entity’s shareholders/members affirming their gender composition.

What constitutes an “employee?”

For purposes of applying for certification under the SHE Program, your application must include all full-time employees (based on the the IRS definition*), as well as qualifying part-time employees. Employee SHE relies on the United States Internal Revenue Service’s definition of “employee” in determining whether an applicant company meets our applicable standards. To briefly summarize what constitutes an “employee,” an employee (as opposed to an independent contractor) has a relationship with their employer where the employer controls what will be done and how it will be done. For the most complete and accurate explanation of this standard, please consult the IRS website and a licensed attorney*. Full-Time Full-time, for the purposes of this program, refers to an employee who is employed on average for at least 30 hours of service** per week or 130 hours of service** per month. Additional Qualifying Employees Certain part-time employees (working fewer than full-time hours) qualify as “employees” under this program; specifically, if an employee meets our requirements regarding control of work and work-product, integration into the company team, and payroll considerations, they may be included in an application under the SHE Program as a qualifying part-time employee. For more information regarding which individuals must be included in an application, please request a SHE Program from us by emailing *NOTHING ON THIS SITE NOR ANY CONTENT MADE AVAILABLE ON THIS SITE SHOULD BE CONSIDERED, OR USED AS A SUBSTITUTE FOR, LEGAL OR TAX ADVISORY SERVICES. For the IRS’s definition of these terms, click here and here. **An "hour of service" is an hour for which an employee is paid, or entitled to payment by the employer, (a) for the performance of duties for the employer, or (b) for a period of time during which no duties are performed due to vacation, holiday, illness, incapacity/disability, layoff, jury duty, military duty or leave of absence. Hours of service specifically do NOT include volunteer hours for tax-exempt entities or work-study by students.

My company employs transwomen and/or gender non-binary individuals; how do I account for them in this application?

We’re so glad you hired employees on the basis of their qualifications, and not their gender! SHE is all about feminism, meaning we’re working towards social, political, and economic equality for all genders. We believe transwomen are women, so go ahead and designate them the way you would any other woman. Gender diverse individuals (gender nonbinary, agender, genderfluid, genderqueer, two-spirit, etc.) are counted towards your 50+% to qualify for a SHE Mark. Meaning, gender diverse individuals should be included in the same category as women for the purpose of determining the percentage breakdowns relevant for the application. For example, if your company employs four male people in creative roles, three female people in creative roles, and one gender non-binary person in a creative role, your company could qualify for SHEmakes. However, we understand that gender non-binary or agender individuals may wish not to be identified in the same group as women, so if your employee feels strongly about not being included in that group for our application, feel free to designate them otherwise (as we did in the first example organization chart, above).

What constitutes a “management” role?

We separate our definitely of management depending on the size of the company. The current breakdown is as follows: - 9 or fewer employees - All employees are considered - 10-149 employees -All employees with supervisory responsibilities over 1 or more people - 150+ employees - All employees with supervisory responsibilities over 2 or more people, and/or with departmental responsibilities When we say “supervisory,” we mean roles whose responsibilities include delegation, management, hiring/firing, and/or people report or are responsible to you for their work product. When we say “departmental,” we mean roles whose responsibilities include the overseeing of an entire department, even if their direct report is only one person. A person is considered a direct report to qualify for the above requirements if their manager is responsible for assigning them work that is not solely administrative or clerical.

What constitutes a “creative” role?

For the purpose of the SHEmakes application: a creative role is one that innovates or creates, and/or generates or develops original products or ideas. Some obvious examples include roles directly involving graphic design, product design, clothing design, creative writing, make-up artistry, or video production and editing. Some not-so-obvious examples include roles directly involving software engineering, app development, culinary innovation and preparation, marketing, or event planning. If you think a role at your company qualifies, but you are not sure or wish to explain it further, feel free to include an explanation in the application, or send us an email referencing your application to We may reach out to you if clarification is needed about a particular role.

Do I need any additional information to apply?

Nope! But there may be a few additional, optional questions in your application. We use this information to track and support the successes of our SHE Certified companies, but it is not required in order to apply for certification.

How much does a SHE Mark application cost?

For a limited time, a SHE Mark application costs only $99 (plus tax, as applicable)! Any additional required submissions are also subject to a fee. One “Freebie” is included in your application price; you may select one of the following: (a) sticker sheet, useful for immediate use on products, (b) window decals, useful for displaying your certification at the entrance of your storefront and/or brick and mortar location, and (c) aan acrylic tabletop display, useful for displaying on your check-in counter, in your waiting room, or on your personal desk.

I want to apply for a SHE Mark, but my business can’t afford it right now. Do you offer alternative payment options?

If you are interested in applying for a SHE Mark but finances are an issue, please reach out to and we will see if your company qualifies for our scholarship program.

I have been SHE Certified!

I have been certified! How do I use the mark?

Congratulations, you are really making waves! We recommend using the mark in whatever way your customers will see it. Put it on your packaging! Display it in your storefront window! Post it on your website! Use it on your social media, marketing, and promotional materials! You should have been sent an email notifying you of your certification, which includes access to everything you need to use the mark(s), including vector files of the SHE Mark(s) certified for. When you applied, you should have selected a SHE Certified Welcome Package with options for SHE Mark product label stickers, SHE Mark window clings and/or SHE consumer information displays to make it easy to use the mark(s). If you would like to purchase any additional physical merchandise or materials directly from SHE, you can do so here. HOWEVER... You are responsible for using your SHE Mark(s) properly, in accordance with our Branding Guidelines and our Certification Agreement, each of which were sent to you when you were notified of your certification. If you have any questions beyond that, or if you did not receive your email, please let us know at

I have a great idea for a brand partnership! I have to tell you about it!

That’s awesome! Send us a note at with some more information!

How long does my SHE certification last?

Two years! We think that’s a great balance between getting good use out of your mark, and making sure we can verify that companies continue meeting our standards.