The Girlboss Era: Dead, Buried, or Simply Rebranded?

You know that feeling when you stumble across an old photo of yourself sporting a questionable fashion choice and think, “What was I thinking?” That’s essentially how many of us now feel about the girlboss era. And with our November Grab & Grow session focusing on Business, Balance and Burnout (with actual evidence-based strategies, not just bubble baths and positive affirmations), it got us thinking: what even was the girlboss era, and why are we so keen to bury it?

The Rise of the Girlboss

Picture this: millennial pink everything, motivational Instagram quotes about “crushing it,” a desk plaque declaring #bossbabe, and a diary crammed with 5am starts and networking brunches. The girlboss was the poster child of the 2010s – a self-made woman who could have it all if she just hustled hard enough.

Figures like Sophia Amoruso, who built Nasty Gal from an eBay store to a multi-million pound fashion empire, became the blueprint. Her book #GIRLBOSS and the subsequent Netflix series sold us a dream: that with enough determination, aesthetic branding, and relentless grinding, any woman could smash the glass ceiling and build an empire.

It was empowering, wasn’t it? Finally, a narrative that celebrated ambitious women making it in a man’s world. Except, as the years rolled on, the cracks began to show. The girlboss was always an apparition for those who aren’t wealthy to begin with – a myth that conveniently ignored rising rent, stagnant wages, and the very real structural barriers women face.

The Fall From Grace

Fast forward to now, and “girlboss” has become something of a punchline. What happened?

Toxic hustle culture took its toll. The always-on mentality that the girlboss championed led to widespread burnout. And here’s the thing: burnout doesn’t just show up as total breakdown. Sometimes, it’s the relentless low-level stress, lack of motivation, or the guilt you feel just for stepping away from your laptop. Sound familiar? Several high-profile “girlbosses” faced accusations of creating toxic work environments – the very patriarchal behaviours they claimed to be fighting against.

It was all optics, no substance. The movement became more about aesthetics than actual empowerment. It was about looking successful – the Instagram grid, the branded water bottle, the inspirational captions – rather than addressing the systemic issues holding women back. As noniewhite.com points out, female entrepreneurs are “up against it” and need approaches that actually work, not just look good on social media.

A new generation called bullshit. Gen Z looked at the girlboss’s grind-or-die mentality and collectively said “no thanks.” They introduced concepts like quiet quitting and Bare Minimum Mondays, refusing to make work their entire identity. And honestly? They’re onto something.

What’s Replaced Her?

The girlboss might be dead, but ambition certainly isn’t. It’s just evolved.

Enter the soft girl era and the snail girl – movements that prioritise self-care, slower living, and mental wellbeing over relentless productivity. Today’s aspirational narrative looks different: health-conscious, balanced, and decidedly anti-grind.

Success is being redefined. It’s no longer just about the corner office and the six-figure salary. It’s about personal growth, creativity, family, and – crucially – not burning yourself out in the pursuit of someone else’s definition of “making it.” But it also needs to be backed by more than just fluffy self-care tips.

The Evidence-Based Alternative

Here’s what the research actually tells us: according to ‘The True Cost of Female Entrepreneurship’ report (based on 250+ female founder responses), burnout among female micro business owners isn’t just individual exhaustion – it’s a systemic issue.

But there’s good news. Research shows that high-performing, low-burnout entrepreneurs do things differently. They treat wellbeing as business strategy, not an afterthought. They understand frameworks like PERMA-V (Positive Emotion, Engagement, Relationships, Meaning, Accomplishment, and Vitality) and actually apply them to their businesses.

The What She Said Take

Here’s the thing: the girlboss era wasn’t entirely wrong. Celebrating female ambition? Brilliant. Championing women building businesses? Absolutely. But tying that ambition to exhausting yourself, sacrificing your wellbeing, and adopting the very same toxic behaviours we claimed to be fighting? That’s where it all went sideways.

At What She Said, we’re all about ambitious women building thriving businesses – but on your terms, not some Instagram influencer’s carefully curated version of hustle. Growth shouldn’t mean grinding yourself into the ground. Success shouldn’t come at the cost of your sanity.

That’s why our November Grab & Growth isn’t just another wellness chat. We’re going beyond the surface-level advice with Nonie White, a Female Founder Coach and Positive Psychology Practitioner, to deliver research-backed approaches and practical action. Because sustainable success isn’t about waking up at 5am to smash your goals before breakfast. It’s about building a business that fits your life, not consuming it.

The girlboss era might be over, but the movement of ambitious women supporting each other? That’s just getting started. Only this time, we’re doing it with evidence-based strategies, clearer boundaries, better balance, and without the millennial pink desk accessories.

Join us for Business, Balance & Burnout: Evidence-Based Strategies That Actually Work on 27th November. We’ll dive into insights from ‘The True Cost of Female Entrepreneurship’ report, explore the PERMA-V Wellbeing Framework, and you’ll leave with your own wellbeing audit and micro-strategy for sustainable success.

FREE for Collective members (and it’s free to join!) – just head to www.whatshesaid.uk/join-the-collective for your access code.

£10 for non-members.

As always, no selling – just support. 🎯

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What She Said is championing a new narrative for female service-based business owners - one where growth doesn’t mean grinding yourself into dust, and wellbeing isn’t an afterthought. Ready to build a business that actually works for you?