PurposeThis paper aims to develop insight into the impact the coronavirus disease 2019 (COVID-19) crisis had on female entrepreneurs in Ghana’s beauty industry and their ability to recognize opportunities. The authors also ascertained characteristics of the women that seemed to have influenced opportunity recognition.Design/methodology/approachUsing the case study approach, the authors collected data via in-depth interviews and open-ended questionnaires from sixteen women entrepreneurs in the beauty industry. The data were analyzed using a thematic analysis.FindingsThe data show that women entrepreneurs encountered challenges during the pandemic; however, some of the women were able to identify opportunities. Creativity and social media inclination were perceived to have influenced opportunity recognition. It was also observed from the demographic data that women who identified opportunities and women who could not differ in the level of education, age and firm age.Practical implicationsWomen entrepreneurs are encouraged to capitalize on social media and virtual platforms to enhance their marketing, services and operations. COVID-19 aid for businesses must be distributed equitably to all entrepreneurs in need.Originality/valueThe findings from this study provide novel insights into opportunity recognition during a crisis, focusing on a specific industry in a developing country.