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Zoe Trigwell’s experience as a businesswoman challenges common perceptions of social media success. After one of her make-up products gained viral popularity online, many assumed she had instantly become wealthy. In reality, Zoe was only able to pay herself a modest wage while reinvesting every penny back into her business. This reflects the less visible reality of many female entrepreneurs who struggle financially despite public attention.
Starting Trigwell Cosmetics in 2020 after the pandemic forced her make-up academy to close, Zoe initially funded her new venture through low-cost online tutorials. She admits she was unaware of how to secure investment, highlighting a lack of accessible information for small business owners. Although one product’s viral moment in 2022 created the illusion of rapid success, Zoe emphasizes the ongoing challenges she faces. She also speaks candidly about the pressure on women entrepreneurs to appear flawless and always make perfect decisions — an unrealistic expectation she actively contests online.
Lauren Bell, another entrepreneur, faced her own hurdles before gaining financial stability. After spending four years without a salary, she finally secured a million-pound investment for her company, Cosi Care, which designs eczema relief devices inspired by her brother’s needs. Despite her achievements in a STEM-related field, Lauren describes encountering skepticism and lack of support due to her gender and presentation. Frustrated by the limited investment opportunities for women-led businesses in the UK, she has chosen to relocate her entire operation to the United States to access better resources.
Academic research conducted by Dr Sarah Marks at Swansea University supports these personal accounts, revealing that many female business owners struggle to earn sustainable incomes and often face pressure to conceal financial difficulties. Women entrepreneurs frequently feel unable to complain about low earnings for fear of being labeled “greedy” or unappreciative. This cultural stigma contributes to many women ultimately leaving entrepreneurship. Although government programs exist to assist women in business, a recent report by a parliamentary committee found these initiatives have had limited success. The UK and Welsh governments assert their commitment to supporting female entrepreneurs through targeted funding and advice services, but challenges remain in achieving genuine financial equity for women-led enterprises
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