Rochelle Humes has reflected on her journey from pop star to successful television presenter and entrepreneur, revealing how she has often been underestimated throughout her career. Speaking at the Power, Rewritten panel during SXSW London, the 37-year-old media personality discussed the misconceptions she has encountered and how she has turned them into advantages.

Humes, who gained prominence as a member of S Club 8 and The Saturdays, acknowledged that people frequently assumed she lacked insight or initiative. “They’d talk to the person next to me and assume they were the one with the ideas,” Humes explained. “While they’re doing that, I’m taking notes, I’m getting busy, and I’m one step ahead.” She added that she embraced the misperception, noting with some humor, “I actually like that people think I’m a bimbo.”

Beyond her public persona, Humes has been quietly building a business empire. She is the founder of My Little Coco, a children’s skincare and toiletries brand, underscoring her hands-on approach to entrepreneurship. She shared that long before launching her company, she was deeply involved in understanding contracts and negotiating deals.

The panel, which included criminal barrister and author Sam McAlister and entrepreneur Hannah Holland and was moderated by broadcaster Lucie Cave, centered on evolving definitions of power for women. Humes spoke candidly about her changing relationship with confidence, saying that early in her career, power seemed like something others possessed. Over time, however, she said, “power comes from understanding my value and knowing what I bring to the table.”

Humes is also a mother to three children, Alaia-Mai, 13, Valentina, nine, and Blake, five, balancing her family life with her multifaceted career. Her experience highlights how first impressions can be misleading, especially in industries where assumptions about capability and intelligence often prevail.

Through her work both in front of the camera and behind the scenes, Humes exemplifies how perseverance and self-assurance can reshape narratives and redefine success in the modern media landscape.