A New Funding Resource For Diverse Founders?

When the founders of period care start-up Marlow set out to challenge Procter & Gamble’s Tampax—a household name with decades of market dominance —they knew they were up against more than just a brand. They faced an entrenched giant with massive advertising budgets, unparalleled distribution power, and an iron grip on retail shelf space.

But Marlow, a Toronto-based startup offering innovative solutions like organic tampons designed to address discomfort during insertion, had a secret weapon: influencers – who weren’t just endorsing their products— but actively investing in their success.

“For so long, the brands that dominated shelves were the ones with the biggest ad budgets,” says Marlow’s co-founder and CEO, Nadia Ladak. “But now, with creators as investors, we can connect with consumers more authentically. They’re not just funding us but helping us tell our story.”

Marlow’s mission to disrupt a stagnant industry is already paying off. Their products, available in over 200 retailers across Canada and the U.S., including Whole Foods, are meeting the needs of women underserved by traditional brands. With creators as investors and ambassadors, Marlow has cultivated a loyal customer base by prioritizing consumer education and offering resources that empower women to make better informed decisions about their period care.

By addressing common questions and creating content that meets its audience’s needs, Marlow has positioned itself as a trusted authority in a space often dominated by outdated messaging.

From Influencing Consumers to Investing in Diverse Founders

Marlow’s story is part of a more significant transformation in the creator economy. Creators are no longer just influencers—they’re becoming investors, using their platforms, insights, and resources to shape industries and drive change

The creator economy has shifted power from traditional media, marketing, and business gatekeepers. Today, creators, especially female creators, continue redefining what it means to wield that influence, moving beyond brand deals and sponsorships into the investment world.

“Creating content is a democratized way of gaining power,” says Marisa Hodgdon, co-founder of Sidelines VC, which connects underrepresented founders with high-net-worth investors, including creators. “Creators aren’t just building audiences anymore—they’re shaping industries.”

This shift from content creation to capital allocation marks a fundamental evolution in the creator economy. As creators grow their businesses and financial resources, they recognize that their insights, networks, and audience loyalty offer a unique advantage in the investment world.

Female creators, in particular, are looking for ways to grow beyond being in front of the camera. They want to build longevity, consider their legacy, and align their investments with their values. While these investments are financially driven, they often create a broader societal impact. But, this isn’t just about altruism—these are economically viable opportunities with huge exit potential.

New Funding Resources: Influencers with Capital

Jess Hunichen and Emily Ward, c0-founders of Shine Talent Group, have had a front-row seat to this evolution. Shine, a talent management agency representing top creators built its reputation by helping brands harness the power of creator marketing. But Hunichen and Ward noticed a shift over the years: the women they represented weren’t just endorsing products—they were deeply involved in shaping them.

“We realized creators wanted more than partnerships—they wanted to build legacies,” Hunichen explains. “These women were looking to attach themselves to something meaningful that could grow and have lasting impact.”

This realization led to the launch of Love x Money Ventures in 2023, Shine’s investment fund focuses on early-stage lifestyle and wellness brands. For Hunichen and Ward, it was a natural next step. “We’ve spent nearly a decade immersed in this world,” Ward says. “We know what resonates with audiences and what has staying power. The brands we invest in benefit from that expertise—and our network.”

Breaking Barriers to Venture Capital

Traditional venture capital has long been a boys’ club. Women, people of color, and other underrepresented groups remain shut out of many investment opportunities. For example, according to a study released by Women in VC, ‘“only 4.9% of VC partners are women, and even fewer are women of color”. Yet female creators entering the space are finding ways to thrive by leveraging the collaborative ethos of the creator economy.

“I realized the key was empowering more women to invest in women-led ventures who understood the problems they were trying to solve,” says Alyssa Arnold, Co-founder of Pearl Influential. “By partnering with influencer agencies, we educated creators about venture investing and connected them with opportunities where their expertise and values could make a real impact.”

Pearl Influential, recently acquired by Jaclyn Johnson’s Cherub Investments, has already helped 12 companies raise over $1 million and introduced dozens of first-time angel investors to venture capital.

Sidelines VC also makes waves by connecting underrepresented founders with creators and high-net-worth individuals. Co-founded by Dulari Amin and Marisa Hodgdon, Sidelines curates investment opportunities, fosters collaborations, and provides financial insights to ensure better returns. “Creators understand audiences better than anyone,” says Amin. “They bring insights and influence that can transform a brand’s trajectory.”

The Ripple Effect: Creators supporting Female Founders

The rise of creators as investors marks a transformative moment in the creator economy. Women who built their platforms on creativity and connection now use those networks to pool their influence, resources, and capital. By coming together as investors, they are transforming venture capital into a powerful force for innovation, growth, and change that amplifies women’s voices and reshapes industries from the inside out.

By combining financial investment with purpose, creators are driving innovation in industries that have long been overlooked. Brands like Marlow lead the charge, showing that even David can take on Goliath with the proper backing.

The ripple effects will be profound as more women enter the investment space. Platforms like Shine, Pearl, Cherub, and Sidelines are ensuring creators have the resources and support they need to succeed, fostering a future where women’s voices have more significant influence and their impact shapes industries on a larger scale

This isn’t just an evolution—it’s a revolution. And female creators are leading the way