Summary:
Viral social media success doesn't guarantee financial stability for women entrepreneurs, with many paying themselves minimal wages
Female founders face pressure to appear perfect online while masking the real struggles of running a business
Significant challenges in accessing investment persist for women, with some entrepreneurs moving businesses abroad for better support
Academic research shows most women entrepreneurs don't generate market-equivalent incomes and often return to employment
Recent government reports confirm systemic barriers in finance and support networks for female-led businesses
The Reality Behind Viral Success
After one of her make-up products "went viral" on social media, people assumed Zoe Trigwell was an overnight success and a millionaire. The truth was far from it - the business owner was paying herself a small wage just to get by after experiencing numerous business lows.
Zoe Trigwell says she feels a lot of pressure to be seen as perfect online as a woman in business
The Pressure to Be Perfect Online
Zoe, who has two children, started Trigwell Cosmetics in 2020 after her make-up academy business shut during the Covid pandemic. She initially funded her venture by running online make-up tutorials for £2 a ticket, buying products to sell to friends and family.
"I had no idea investment was a thing, but I had no idea where to turn to or who to ask," she revealed. "I don't think there's that much information out there on how to actually get investment for small businesses."
When her product went viral in 2022, the 31-year-old said every penny earned had to be reinvested to keep up with demand. She emphasized the importance of showing aspiring entrepreneurs that "it isn't all highlights and not everything is rosy."
The Investment Challenge
Lauren Bell says she's moving her entire business to the United States after struggling to find serious investment here
Entrepreneur Lauren Bell created Cosi Care, a gadget to help her brother cope with eczema, but it took four years before she could take a salary. The 33-year-old design graduate expressed frustration with the investment landscape for women.
"It's so challenging to get the big cheques. People don't support women. People almost don't believe that women can achieve what men can achieve," she said. "They see me in a pink suit with a nice Welsh accent, and they just don't believe that you can reach those levels."
Despite her pride in achieving success as a woman in a STEM industry, Lauren has recently won a million-pound investment and will be moving her entire business to the US, citing lack of adequate support for female-owned businesses in the UK.
Academic Perspective on the Struggle
Dr Sarah Marks said many female entrepreneurs faced returning to employment after struggling to make a living
Dr Sarah Marks from Swansea University confirmed that social media success stories often mask harsh realities. Her research shows that entrepreneurship frequently fails to provide sustainable living for women, with many eventually giving up.
"Women are actually denied a platform in which to complain about how little money they're earning," Dr Marks explained. "They don't want to be seen as greedy; they don't want to be seen as ungrateful, and that can be a real pressure and burden for women."
Systemic Barriers and Government Response
A recent report by the Women and Equalities committee found that female entrepreneurs face significant disadvantages in accessing finances, investment networks, and support systems. While numerous programs have been established to address these issues, they've had limited effect.
The UK government claims to be "putting women at the heart of its growth agenda" and has secured over £500 million in funding for women-led businesses through the Invest in Women Taskforce. Meanwhile, the Welsh government reports that Business Wales has supported 2,301 female-led start-ups since May 2021.
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