Avon UK announced entrepreneur Sara Davies has been named Chief Inspiration Officer. Davies is the founder of Crafter’s Companion Limited and the youngest female investor on Dragons’ Den, a British reality show similar to Shark Tank.

Davies will host masterclasses and mentoring sessions for Avon representatives as part of the brand’s continued efforts to inspire and equip women to grow their Avon businesses. Her role is part of the company’s response to its recent research that showed nearly one-third of British women face significant obstacles when launching their own business and that 33% of women report feeling that the business landscape favors men.

“I am thrilled to join Avon UK as its first Chief Inspiration Officer and to work with both budding and existing Avon Reps who have the hunger to build and run their own business, on their own terms,” Davies said. “The research certainly chimes with many of the barriers I came up against when starting up my own business, and I know they persist today and can seem insurmountable.”