COVID has changed the way we do business from many perspectives, including the perspective of women business owners. Many female entrepreneurs are navigating the complexity of the new normal while disrupting the status quo – and upending the rules of the game.

Level5 Strategy Managing Partner Hua Yu interviewed Julia Bao, founder of skincare brand BAO Laboratory, and Elle AyoubZadeh, founder of luxury footwear company Zvelle. Both women are challenging consumers and the market by raising expectations and encouraging women to pursue their dreams.

Hua caught up with them recently to find out what drives them during these testing times, how they’re beating the odds and the joys of female entrepreneurship.