This Woman’s Work

I always find writing about International Women’s Day a little difficult...

Not because it isn’t important. Of course it is. But because these days can sometimes start to feel a bit… "performative".

Every year we see the same wave of posts from brands. Inspirational quotes, carefully designed graphics, the occasional flash sale tied to empowerment messaging.

And after a while it can all start to feel slightly hollow.

Part of the problem, I think, is that we live in a culture that is increasingly focused on image. The French philosopher Guy Debord once described modern society as a “society of spectacle” — a world where appearances often take precedence over substance.

After scrolling through social media myself, I started to think he might have been onto something.

In a celebrity-focused culture, the most visible people often receive the most attention. We celebrate the famous names, the people with platforms and audiences.

But some of the most meaningful contributions in the world come from people whose names we will never know.

Teachers. Scientists. Community leaders. Parents. Workers quietly getting on with their jobs and helping things function.

And this year I’ve been thinking about that idea closer to home.

When I started The Australian Natural Soap Company ten years ago, it was really just me. Making soap, packing boxes and trying to figure out how to build a business from scratch.

But businesses don’t grow because of one person.

Over the past few months our team has been growing, and I’ve found myself noticing just how many capable women are now part of the story.

In our warehouse we’ve welcomed some incredible women — busy mums who arrive ready to work and somehow move through a mountain of orders with calm efficiency. The kind of people who juggle families, households and jobs while still bringing humour and energy into the day.

At the same time our marketing team has been growing too, bringing younger women into the business with fresh ideas and creativity.

Different stages of life. Different strengths. All helping move things forward.

Of course, it’s not just women. My brother Ben works in the business as well — he grew up with three sisters, so working alongside women has probably always felt fairly normal to him.

But this week, as International Women’s Day approaches, I’ve been reflecting on something simple.

This business isn’t just me anymore.

It’s a group of capable people — many of them women — quietly doing good work every day.

And maybe that’s what International Women’s Day should really remind us of.

Not just the famous names or the carefully curated posts.

But the millions of women getting on with the job — in businesses, communities and families all over the world.

Soapy Hugs
Emma xx