Epowar is a personal‑safety app designed to protect users in emergency situations.
The idea came from Erin‑Jane Roodt, now CEO, who first imagined the product while studying at the University of Bath, after feeling unsafe walking alone at night.
Today, she is not only the founder, but also the main creator representing the app on TikTok.
Two Accounts, One Face
Epowar currently operates through two TikTok accounts:
- the official app account
- Erin‑Jane’s personal account
In both, she is the face of the brand and the evolution from 2023 to 2026 shows how the strategy has shifted.
The Official Account: From Scenarios to Statistics
2024 — Scenario‑Based Safety Content
Early videos were filmed in the office, often featuring Erin‑Jane with another team member.
The format focused on describing situations where women might feel unsafe, followed by a demonstration of how the app could help resolve that moment.
1.5M views
2025–2026 — A New Data‑Driven Format
In 2025, the account introduced a new angle.
Erin‑Jane appears alone, using objects or food items to visually represent percentages, reports, and conviction statistics related to safety incidents.
After presenting the data, she shows how Epowar helps users collect evidence or document incidents.
“false accusations ruin men’s lives” → 629.8K views
The CEO’s Personal Account
Erin‑Jane’s personal TikTok tells a different story one that has consistently generated higher engagement.
2024 — Breakup Recovery Slideshows
Her biggest videos in 2024 were slideshow diaries documenting her recovery from a breakup.
“healing from a breakup day 5” → 6.7M views
2025–2026 — Close‑Ups on Female Independence
Another recurring format emerged: close‑ups discussing women’s independence, boundaries, and autonomy.
“i just met a woman who is partially deaf and can’t hear low frequencies… she physically cannot hear anything men say 😭🙏 every cloud fr” → 2.9M views
Epowar is building two complementary narratives:
- The official account → practical safety education + data‑driven storytelling
- The CEO’s account → emotional empowerment + relatable female experiences
Together, the two accounts build a brand that feels practical in its mission and personal in its voice all centered on a founder whose own story makes the product make sense.
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