Empreendedorismo feminino no setor da beleza em São Paulo: desafios e oportunidades

Abstract

This study aimed to understand the experiences, challenges, and management strategies of women entrepreneurs operating in the beauty sector in São Paulo, with emphasis on artisanal and creative activities. The research was conducted through semi-structured interviews, allowing a qualitative and in-depth exploration of individual trajectories, motivations to start a business, and difficulties faced throughout the entrepreneurial process. The results indicate that participants are driven both by economic necessity and by the desire for autonomy, personal fulfillment, and recognition of their individual skills. The main challenges identified include the undervaluation of female and artisanal labor, bureaucratic barriers to formalization, limited access to credit, and difficulties balancing the enterprise with other professional and domestic responsibilities. On the other hand, the study revealed the use of strategies such as personalized customer service, social media engagement, continuous professional training, and the strengthening of support networks. The findings highlight that female entrepreneurship in the beauty sector plays an important role in promoting financial autonomy and empowerment, contributing to income generation and the development of stronger professional identities. Finally, the study emphasizes the need for more effective public policies that facilitate access to credit, formalization, training, and recognition of artisanal work. The results reinforce the importance of expanding research on female entrepreneurship across different segments and geographic contexts, as well as strengthening initiatives that support the sustainable development of women-led businesses