Hello and welcome back to the show! Today we’re learning from Connie Lo, co-founder of Three Ships Beauty!

 We had Connie on the show back in August of 2021 and now she’s back with an update and we’re trying out a new format where we dig into some of her biggest lessons when it comes to funding, hiring and firing and marketing, and growing remote-first.

 This episode is absolute fire and I think we need to do another one to dig into Connie’s lessons on retail and product development- so if you agree and you want Connie back on the show let us know by sharing her episode on IG stories or dropping into our Facebook group!

Gratitude: The Foundation for Growth 💫

Before we dive into the nitty-gritty, Connie dropped some wisdom on practicing gratitude. It might sound simple, but it’s been a game-changer in her personal and professional life. She’s a big believer that focusing on gratitude rewires your brain to see things from a positive angle. In fact, she gifted her team members the famous 5-Minute Journal, and within just three weeks, one of them felt a huge shift in her mindset. It’s a powerful reminder to focus on the good, even when things get chaotic.

The Fundraising Journey 💸

When it comes to raising capital, Connie’s learned a thing or two. In the early days, she admits they weren’t organized and were asking investors for big sums without a clear plan. If you’re just starting out, Connie’s advice is clear: don’t get distracted by the glitter of VC headlines.

Her recommendation for early-stage founders? Start with angel investors, ideally people who’ve been in your shoes. Former founders or investors with a startup background bring so much more value beyond money—they connect the dots and understand the grind.

Connie also shares a few tactical tips:

• Set a minimum check amount and a deadline to create urgency.
• Don’t raise more than you actually need.
• FOMO is your friend—use it to your advantage.

And here’s a pro tip: always ask anyone you pitch for three introductions—whether they say yes or no.

Growth: Lessons in Scaling 🚀

Like many startups, Three Ships Beauty got caught up in the race to grow at all costs after raising capital. Connie recalls spending big on influencer marketing, testing loads of ads, and even hiring senior team members too early. They were growing like crazy (500% year over year!), but it just didn’t feel sustainable. Eventually, they realized they needed to hit the brakes and focus on profitability.

As of last year, they reached that sweet spot—profitability. The key? Everyone on the team became laser-focused on making decisions that prioritized profits. They found power in being scrappy again and embraced their identity as a small brand.

“We were acting like a large company when we were still a small company.” — Connie Lo

Hiring & Firing: Tough Lessons in Leadership 👋

One of the hardest things about growing a business is when your early employees don’t scale with the company. Connie acknowledges that when you’re just starting, you don’t always have the budget to hire top-tier talent. Instead, you bring on people who believe in the vision and are willing to work for a lower salary. But sometimes, those early employees don’t grow at the pace or in the direction your company needs.

Connie’s advice? Start having tough conversations earlier. Don’t wait until it’s too late—have weekly 1-on-1s, share feedback face-to-face, and don’t let issues linger. Keeping communication open is crucial for maintaining a healthy team dynamic as the business evolves.

Marketing: Finding Your Swing Again ✨

For a while, Three Ships Beauty shifted its focus away from the founder story to push product benefits. But in the process, they lost some of the fun and essence of their brand. It took a bit of trial and error, but they eventually found their groove again.

Connie emphasizes that while it’s great to look at other brands for inspiration, it’s essential to stay true to your original identity. Think about free marketing strategies just as much as paid ones, and get creative with how you tell your story. Connie also encourages founders to be mindful of the value of their time—what’s the return on investment for each marketing initiative?

Final Advice: Go Behind-the-Scenes 🎥

When asked what she would focus on to grow a brand today, Connie had some simple but impactful advice: take a ton of behind-the-scenes (BTS) content. People love to see what’s happening behind closed doors, and it’s a great way to build customer loyalty.

Connie also encourages founders to get clear on why they’re starting their company in the first place. What do you find yourself doing when you’re procrastinating? That’s likely your true passion, and it’s worth sharing that story with as many people as possible. You never know who might be able to connect the dots and help you along the way.

The Wrap-Up

Connie’s journey with Three Ships Beauty is a testament to the power of staying true to your mission, even when the road gets tough. From navigating the tricky world of fundraising to finding that sweet spot between profitability and growth, she’s done it all with grace and grit. If you’re thinking about launching a brand or scaling your current business, there’s so much to learn from her experiences. And if you loved this episode, be sure to let us know—you might just hear more from Connie on retail and product development next time!