Behind the Brand: Three Ships Beauty, with Connie Lo - Conversations with Consumer Goods Mavens
Episode 10: Sail with Connie Lo: Charting the Three Ships Beauty Odyssey
TLDR: I broke my leg skiing earlier this spring. While I’m back on my feet (literally and figuratively), I’m continuing the conversations I started with my network of founder-friends, mentors, and consumer goods experts in my series Behind the Brands.
This week, my conversation was with Connie Lo, one of the brilliant co-founders behind Three Ships Beauty. We delve into the world of affordable, high-quality skincare and explore the entrepreneurial spirit that drives the Three Ships team.
In a world of ever-expanding beauty aisles, complex 10-step skincare routines, and products boasting a laundry list of ingredients, Connie and her co-founder Laura Burget created a brand that defies conventional norms and offers a refreshing approach to skincare. Every product under the Three Ships banner embodies their commitment to being clean, natural, and sustainable. And what sets Three Ships apart is their unwavering dedication to transparency. Connie and her team have taken the bold step of making every single ingredient in their products entirely traceable on their website, a rare feat in an industry that often keeps its cards close to the chest.
Connie’s story starts as a chemical engineering grad struggling to justify the price of natural skincare products, and turns into a Forbes 30 Under 30 founder behind a multi-million dollar brand. The full interview was fantastic, with a ton of great learnings for founders and brand builders.
Iterate Quickly and Gather Data: Early in the business it’s so important to be gathering customer data and conducting research through in-person interactions like events. This helped Connie’s team iterate rapidly and fine-tune their products based on customer feedback.
Be Resourceful: When starting out, especially with a small budget, founders often have to wear multiple hats and find cost-effective solutions. Connie’s scrappy Googling to find suppliers and raw materials was so similar to our initial path with GIR. Being resourceful is the key.
Product Selection: Connie emphasized the importance of selecting the right product category when starting. They chose oil-based products because they were more shelf-stable and easier to make at home. Considering product categories that align with your capabilities and resources is huge.
Hustle and Persistence: Connie physically visited local retailers and trade shows, and even chased down potential buyers. When aiming for retail partnerships, it’s so important to be prepared for numerous rejections and keep following up with evidence of growth and progress. You need a lot of Nos to get that Yes.
We also dive into managing teams effectively and the experiences we’ve had in scaling. Covering things like:
Effective Communication and Collaboration: Connie's team made an effort to align sales and marketing to ensure consistent messaging. Effective internal communication is crucial for a successful omni-channel strategy.
Tools for Productivity: We both underscore the importance of using productivity tools to streamline work. Tools like Boomerang for email management, Loom for video communication, and Asana for task management are some shared favorites.
Connie talks about the importance of Trade Shows and In-Person Networking, and how even in the digital age, face-to-face interactions are crucial for building relationships and landing partnerships.
Persistence in the Retail Space: Landing a product on store shelves is just the beginning. Getting off the shelf and maintaining that presence can be challenging. Founders need to be prepared for this ongoing effort, and Connie dives into how their team manages this.
Product Market Fit and Rebranding: Sometimes, rebranding is necessary to align your product with your target audience. Three Ships Beauty experienced a significant shift in growth and success after rebranding to better suit their actual customer base. Rebranding is a strategic move that should not be underestimated.
The underlying message we both couldn’t drive home enough was the importance of adaptability and resourcefulness, especially when you're working with limited resources. The ability to learn from mistakes and evolve your strategies is key to success, more so than ever in the early days.
For the full overview on the Three Ships beauty journey, don't miss our in-depth conversation above. 🎥👂
Behind the Brand aims to inspire entrepreneurs, marketing professionals, and design enthusiasts by showcasing the real stories of those who have navigated the complexities of product-based landscapes. Whether you’re curious about the latest trends, seeking practical advice, or craving inspiration, this interview series offers a deep dive into the minds shaping the future of consumer brands. Learn more about us at Mvnifest.