After one of her make-up products surged in popularity on social media, many assumed Zoe Trigwell had quickly become a wealthy success story. In reality, the business owner was earning only a modest income while navigating significant hardships.
Experts say that viral moments often hide the difficult circumstances women in business encounter, as many feel unable to speak openly about financial struggles for fear of appearing greedy. The Welsh government notes that its Business Wales service remains committed to helping women launch and grow their companies.
Zoe, a mother of two, founded Trigwell Cosmetics in 2020 after her make-up academy closed during the pandemic. She began by purchasing small batches of products to sell to friends, family and clients, funded by 2 online tutorials. She said she knew little about investment and struggled to find accessible guidance for small businesses.
When one item went viral in 2022, she found that many wrongly believed she had become wealthy overnight. She explained that she paid herself only a small salary to stay afloat, reinvesting nearly all earnings to meet rising demand. Zoe said female founders often feel pushed to appear flawless and make perfect decisions, which she tries to challenge by sharing the less glamorous side of entrepreneurship.
Entrepreneur Lauren Bell had a similar experience. The creator of Cosi Care said it took four years before she could pay herself a wage. She developed a device to help her brother manage lifelong eczema and said securing major investment in the UK proved extremely difficult.
Lauren said women are frequently underestimated, adding that her appearance and accent led some investors to doubt her potential. Although she is proud of her achievements in a STEM industry, she feels she lacked proper support in the beginning. After recently securing 1 million in funding, she plans to relocate her company and staff to the United States due to stronger support systems there.
Dr. Sarah Marks of Swansea University said that many businesswomen feel pressure to present themselves as financially successful online, even when their businesses do not provide a sustainable income. Her research shows that most women entrepreneurs do not earn close to a market-level salary.
She added that many women avoid discussing their financial challenges publicly to avoid being judged as ungrateful or overly demanding, which creates an additional emotional burden.
A recent report from the Women and Equalities Committee found that female entrepreneurs continue to face major obstacles when accessing funding, investment networks and support structures. Despite various initiatives, progress has been limited.
The UK government stated that it aims to make the country a leading environment for women-run businesses, and highlighted that the Invest in Women Taskforce has secured more than 500 million for female-led ventures in the past year.
The Welsh government added that since May 2021, Business Wales has assisted 2,301 female-led start-ups, representing more than half of all new businesses supported. The Development Bank of Wales also backs women entrepreneurs through initiatives such as the Women Angel of Wales syndicate, designed to increase female angel investment activity.