At the same time, enthusiasm for creator-economy startups cooled — only four unicorns, or startups with a value of over $1 billion, were minted in 2022, as opposed to 11 the year before, data from VC fund Antler shows. These trends have created a difficult climate for women founders in the creator economy, most notably first-time entrepreneurs who are actively fundraising.
Cynthia Ruff, who cofounded Hashtag Pay Me, a platform to benchmark pay for creators, said she saw a higher response rate from investors after she brought on a male cofounder while seeking investment in recent months.
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