Like a Girl

Building the confidence of a generation of young girls by subverting the language of gender bias

Always was losing relevance with its customers, especially younger women. As we reviewed the data around female confidence we found that puberty is a time when girls experience a huge drop in self-esteem.  The pressure of gender stereotypes plays a big role – girls stop being themselves in order to follow these gender ‘rules’. Even our language is sexist and biased. We realised that the expression ‘like a girl’, in fact, is often used as an insult. So, we set out to make ‘like a girl’ mean amazing things.