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What is Female Lifestyle Empowerment Brand? ⁠(FLEB)⁠

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Written by Kelly Diels

START HERE → She’s The Perfect Woman, in the form of a business or a brand.⁠⠀

She’s everything we’re supposed to be in order to be socially acceptable — white, thin, pretty, straight, cis, able-bodied, uber-positive and smiley…⁠⠀

The Female Lifestyle Empowerment Brand is what our culture insists womxn embody AND a business blueprint that leverages privilege to create authority over other womxn.⁠⠀

What is the female lifestyle empowerment brand (FLEB)

and why is it a problem?


  • Conform to the cultural demands of Ideal Femininity in order to rise
  • Reinforces gender dualist/binary


  • Display wealth, privilege & leisure in order to manufacture social authority over other womxn


  • Use the language of feminism & social change to bait a womxn into following/buying… while doing (oppressive) business as usual.
  • Conflates individual success with collective empowerment (they are not the same thing)


  • Teach womxn how to style themselves as saleable, consumable objects in order to ‘succeed’
  • Asks us to erase ourselves in order to perform a brand character

It often looks like “playing big” because we see huge businesses being built using this formula.⁠⠀

But it is actually a form of playing small. ⁠⠀

We have to sheer off our edges and fit ourselves into a box in order to perform socially-acceptable caricatures of ourselves.⁠⠀

And…most of us can’t fit our identities into that box in the first place! So this formula is fundamentally exclusive and oppressive.⁠⠀

IT GETS WORSE: The Female Lifestyle Empowerment Brand also uses business practices and marketing tactics that are exploitative and oppressive.⁠ Injustice is baked in.⁠⠀

FOR YEARS, I’ve been raising awareness about how the standard online business practices we’re taught to use by Female Lifestyle Empowerment Brands are oppressive and harmful — and at odds with the empowering outcomes we’re trying to create.⁠⠀

This is not about individual leaders or business teachers.⁠⠀

This is about our standard practices, policies, and norms.⁠⠀

We absolutely have the power to do it differently.⁠⠀

And…that doesn’t mean our businesses will suffer. There are many creative, profitable ways to do our businesses differently so we can FLOURISH — personally, and collectively.⁠⠀

For the next 10 days, I’m teaching a free course on Instagram. I’ll map out destructive, oppressive business practices that are the NORM but need to change…⁠⠀

…and I’ll share FEMINIST business practices and FEMINIST marketing tactics that can help you build a thriving business while creating a positive social impact.⁠⠀

We’re going to bake our social justice principles into our businesses…and change everything.⁠⠀


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Before You Hit Share on Facebook, Do This

be willing to be uncomfortABLE

Don’t (Just) Unfriend Them

Every week, I send you a

Sunday Love Letter

I write them so that…

  1. You remember your culture-making power
  2. You have the inspiration + tools you need to grow a business that generates money AND justice

Let’s create a future in which we all flourish.

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