What Women What?

People hear “women’s industry” and think cosmetics, perfume, or fashion.
But that’s barely the surface of a trillion-dollar economy.

It’s everything from nail polish to nail remover.
Deodorants. Intimate wash. Pregnancy tests. Hair ties.
Candles. Skincare, medical and not.
Laser hair removal. Lingerie. Vitamins. Yoga. Nutrition. Retreats.
Injections, fillers, menopause care, sleep apps, life coaches, and everything in between.

It’s not one industry. It’s an ecosystem, a patchwork of brands, beliefs, and unmet needs.

Each selling a fragment of womanhood, often louder than they listen.

And still, the biggest question remains:
how are we reaching women?
Through mom WhatsApp groups? Instagram wellness pages? Corporate health programs? Influencers with the latest “glow” trend? Or the endless SMS campaigns from big retailers?

It’s noisy. Fragmented. And yet full of opportunity.

Women aren’t a segment; they’re a spectrum, with shifting identities, life stages, and stories that can’t be squeezed into “female consumer behavior.”
It’s a living, breathing network of products, emotions, and ideas built around women often without actually listening to them.

At LEVEL11, we’re curious about the deeper layer: how culture, communication, and commerce intertwine.  How brands can move from “selling to women” to “understanding what matters to them.” How to design brands, experiences, and stories that meet real needs, not stereotypes.

The women’s economy isn’t emerging; it’s evolving.
It isn’t a niche. It’s the backbone of global spending power.

So the question is: are we still marketing to women, or finally speaking with them? What do you think drives women’s choices today, emotion, identity, or practicality?