Rochelle Humes has addressed the misconception that she is a 'bimbo', revealing that she actually uses such assumptions to her advantage as she continues to build her business empire. The 37-year-old, known for her pop career with The Saturdays and hosting This Morning, spoke at the Power, Rewritten panel at SXSW London, alongside criminal barrister Sam McAlister and entrepreneur Hannah Holland, moderated by broadcaster Lucie Cave.
Rochelle's Business Success
Humes launched her brand My Little Coco in 2020, offering multi-purpose products for all skin and hair types. The brand has since expanded to major retailers including Boots, Asda, and Waitrose. In February, she marked six years since the launch, calling it a dream. She has also confirmed plans to launch a new skincare brand.
Facing Misconceptions
Despite her achievements, Humes said people often underestimate her. "I spent so much of my career with people thinking I wasn’t switched on. They’d talk to the person next to me and assume they were the one with the ideas," she explained. "While they’re doing that, I’m taking notes, I’m getting busy, and I’m one step ahead. I actually like that people think I’m a bimbo."
Hands-On Approach
Humes emphasized her meticulous approach to business, stating she has always read every line of contracts. "I know what rights are involved, what investment is being made and what value is being exchanged. That’s how my brain works," she said. Despite leaving school without GCSEs due to her early pop career with S Club 8, she acknowledged her unconventional path: "I knew absolutely nothing about business when I started."
