The Girlboss Isn't Dead, She's Just Rebranded for Gen Z

"In the mid-2010s, the girlboss was everywhere. Wrapped in millennial pink while sporting desk plaques reading #girlboss and #bossbabe, she was sold through autobiographies, TED Talks, and Instagram feeds promising that hustle could turn anyone into a CEO. Figures like Sophia Amoruso of Nasty Gal, who inspired the Netflix series Girlboss, embodied the era, marketing ambition as empowerment. A decade later, online discourse has declared the girlboss "dead." But the image has not disappeared-it has evolved."

""What we're seeing is the split between celebrity-led brands and founder-led brands. "For celebrities like Hailey Bieber or Kendall Jenner, the girlboss identity sits on top of existing fame and an established platform. Their businesses are an extension of their fame, so the emphasis is on lifestyle and aspiration-they don't need to show the grind. The work is implied-what audiences buy into is this curated image of beauty, health and ease.""

""For these founders, especially those resonating with Gen Z, transparency and behind the scenes storytelling are more critical than ever," Mantori said. "If audiences feel an authentic connection to the founder, they're more likely to buy into their brand." She pointed out podcast host Grace Beverley, the founder of Tala and Shreddy, as an example. "Her audience followed her from university student to CEO and her willingness to show the realities of entrepreneurship built trust,""

In the mid-2010s, the girlboss represented millennial ambition, packaged in millennial pink and promoted through autobiographies, TED Talks, and Instagram as hustle-driven empowerment. Over time, online discourse labeled the girlboss dead, yet the persona evolved rather than vanished. Contemporary aspirational figures like Hailey Bieber project power and wealth through a softer, health-conscious aesthetic that rejects grind culture. A divide emerged between celebrity-led brands that leverage existing fame and promote lifestyle aspiration, and founder-led brands that build trust through transparency and behind-the-scenes storytelling. Examples include celebrity beauty entrepreneurs and founders like Grace Beverley, whose openness about entrepreneurship fosters audience loyalty.

Read at Miami Herald