The “mauntie” effect is real
The powerful role of non-parents
The Female Quotient
May 27, 2025 • Estimated Reading Time: 12 minutes
WHAT’S ON DECK
Tell Me More: How Aunts Are the Early-Stage Mentors for Future Leaders
Troublemaker Spotlight: Yanghee Paik, Co-Founder and CEO of Rael
Dear FQ: I Was Left Out of an Important Meeting. How Can I Address It?
Poll the Pack: Does Transparency Translate to Better Business?
TELL ME MORE
The "Mauntie" effect: Science says aunts are important for their nieces.
Aunts play a crucial role in a child’s life—often an extension of deep support, but in a unique way that’s a trusted confidante and strong role model. Free from the complexities of parenthood, the aunt-niece relationship exists in a powerful sweet spot: close enough for trust, yet removed enough to offer perspective that parents sometimes can't. For young women, the influence of a supportive aunt cannot be overstated.
Relationships with aunts can help young girls become better problem solvers, be more empathetic, and foster higher self-esteem.
One study of LGBTQ+ youth found that almost 46% of kids mentioned their aunts when asked to identify their most important nonparental relatives.
“You could just tell how much it meant to these kids to have this aunt, who just saw them for who they are, loved them for who they are and who will do anything for them,” says Brandon Robinson, associate professor of the University of California, Riverside’s gender and sexuality studies department. “So much research focuses on the parent-child dynamic or parents rejecting their child, and we’re missing that there are actually adult family members, such as aunts, who are deeply loving and supportive.”
That love and support are essential—especially for young girls becoming young women, as they navigate body image, confidence, friendships, and so much more. This is where parenting expert Steve Biddulph says aunts are crucial, “They don’t want to listen to you, but they still need someone to listen to.” Keep in mind, aunts can be blood relatives or figures who feel like family.
This dynamic creates what researchers call "quasi-parenthood"—a relationship that quietly lays the groundwork for how women approach leadership and mentorship in their professional lives. This is increasingly important for the future of women in leadership. Despite making up 47% of the U.S. workforce, women hold only 37% of leadership positions. One powerful way to address this imbalance? Mentorship—something many women first experience through their relationships with aunts.
Aunts serve as role models for their nieces, offering real-world perspective. In a similar way, workplace mentors provide valuable insights, advice, and strategic connections that come without the strings of the employee—boss relationship. Mentors can be the key to better decisions, positions, and compensation.
Bottom line: Aunts serve as a safety net, a comforter, a protector, and a supporter—a relationship that can prove to be non-judgmental, heavily nurturing, and offer a bit more objective advice than that of a parent. Part family, part bestie, 100% necessary. They’re the fuel for a future of confident, powerful female leaders—and we’re here for it.
PRESENTED BY:
Meet Ann Berry. Investor. Founder. The face of Brew Markets. She brings clarity and curiosity to today’s financial headlines, helping you understand what really matters in the market. Her quick takes break down market trends with insight and personality that actually connect.
And for brands, this is more than just good content. It’s a smart place to show up. Brew Markets is now offering branded video, built for financial decision-makers who want more than surface-level stories.
TROUBLEMAKER SPOTLIGHT
Yanghee Paik, Co-Founder and CEO Rael
How does a Disney executive pivot to period care? Ask Yanghee Paik, the innovative founder of Rael, a Los Angeles-based clean feminine care and skincare brand powered by cutting-edge South Korean technology. As a first-generation Korean immigrant, Yanghee recognized a critical gap in the U.S. market when she met her Disney colleagues, and future co-founders, who suffered from allergic reactions caused by conventional pads and tampons. What began as organic cotton pads in 2017 quickly became Amazon's #1 bestseller, and under Yanghee’s leadership, Rael secured a $35M Series B in 2022—a big win that allowed the company to branch out beyond cycle care. How did she do it? Yanghee’s story has all the makings of an (entrepreneurial) Disney movie.
FQ: What’s the worst career advice you’ve gotten?
YP: When I first came to the U.S. from Korea to attend business school at 26, many people told me to be more “realistic” about my career goals. At the time, I had no experience working in the U.S. or in the entertainment industry, yet my dream was to work at a major Hollywood movie studio. Some people told me I was chasing an impossible goal.
But I believed that if I took things step by step, I could make it happen. After business school, I started in strategy consulting, gaining the skills and experience I needed. Then, when an opportunity opened up, I went for it—and that’s how I got my foot in the door at Disney. Looking back, I’m grateful I didn’t let others’ doubts define my path.
What’s the best piece of non-obvious career advice you’ve gotten?
“Your difference is your advantage.”
When I started my career in the U.S., I often felt like an outsider—new to the culture, the industry, and the way business was done. But someone once told me that instead of trying to blend in, I should lean into what made me different. That advice has stuck with me. Whether it was breaking into Hollywood as a Korean or later founding Rael to bridge the best of Korean innovation with U.S. consumer needs, embracing my unique perspective has always been my greatest strength.
What was a “heartbeat moment” for you in your career?
The first time I saw Rael products on the shelf at Target. It was a tangible moment that validated years of hard work, risk-taking, and belief in our mission. Seeing something that started as an idea turn into a product that real people rely on for their wellness was incredibly fulfilling—and it reminded me why I do what I do.
Who is one person you’d love to give flowers to from your career that influenced your journey?
I would love to give flowers to Toni Ko, a successful serial entrepreneur, founder of NYX Cosmetics, and a fellow Korean American female entrepreneur. As an investor in Rael, she believed in us from the very beginning of our journey. Her success and fearless ambition have been a constant source of inspiration, pushing us to dream bigger and break boundaries in the feminine care and skincare industry. Beyond that, she has provided invaluable emotional support—something every entrepreneur needs, as the journey can often feel lonely.
Where have you caused trouble?
Throughout my career, I’ve taken paths that weren’t always linear—moving from strategy consulting to entertainment to entrepreneurship. When I started Rael, I had no background in CPG or brand building, but I believed in the mission and figured things out along the way. By building a fast-growing brand without following a traditional career trajectory, I hope I’ve challenged the idea that there’s only one right way to succeed. Sometimes, the best opportunities come from taking unexpected risks.
Want to nominate a Troublemaker you admire? You can do so here.
DEAR FQ
Your burning career questions answered
Sydney Kramer of The Female Quotient weighs in:
This is something that unfortunately happens in busy environments. The first thing I always ask myself (because it happens to me, too!) is: Did the meeting's organizer do this on purpose or not?
Usually, it's human error that left you off the meeting invite, not any ill intent. However, it's still something that you should address to ensure it doesn't happen again. Here are a few things that might help you navigate your next steps:
Was the meeting about something that isn't part of your responsibilities? For example, there may have been a meeting regarding an ongoing creative project, but the meeting itself was about payment details with a client and not about the content itself. Find out first.
Approach your boss (or the meeting's organizer), ask about the meeting, and why you weren't included. Something like, "Hey, I saw there was a meeting about XYZ earlier today. Did you discuss [what your role is covering]? I wanted to make sure I'm included in upcoming meetings since I'm working on that project and I want to be in the loop as much as possible."
Ask for a quick recap or check if there are notes you can review. If you weren't included, it’s completely fair to ask for a summary or to check the notes. You might say, "Would you mind giving me a quick rundown or pointing me to the meeting notes? I want to make sure I'm aligned moving forward." This shows initiative and ensures you stay informed.
Remember that you may not need to be included in every meeting. Trusting your team to keep things moving and to loop you in when needed is part of being a strong, collaborative team player.
P.S. Got a burning career question? Serve it up here to Dear FQ to score advice from a powerhouse leader in our network.
POLL THE PACK
Authenticity and transparency create trust. And trust builds the best teams.
When we lead with authenticity and transparency, we build trust. And there’s psychology behind it—leaders who show up as their full, authentic selves create psychological safety, making it easier for their teams to feel comfortable doing the same.
Does transparency translate to better business? Only 21% of employees are engaged at work, making strategies to increase engagement essential for employers. One major engagement driver? Open communication. 70% of employees say simple things like regular updates from senior leadership significantly boost their engagement.
Model what you want to see within your team—open and honest feedback, clear goals, realistic boundaries, and a culture of communication.
Don’t be afraid to be different. “Your difference is your advantage.”
Xo,
The FQ
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