Today I’m learning from Helen Yin.

She’s one of those small businesses you’ve seen absolutely blow up through the magic that is TikTok. I’m part of a paid community and saw her partner posting about it and immediately wanted to know more.

So this is the more. We’re talking about what happened to her small business with TikTok, what capital she’s invested so far and what the future looks like.

Inoki Bathhouse is a brand you need to get to know. With natural ingredients inspired by Helen's childhood in Beijing and her travels across the world, Inoki Bathhouse enables anyone to transport to a calming bathhouse experience continents away.

The Birth of Inoki Bathhouse

For Helen, the inspiration behind Inoki Bathhouse was deeply personal. As someone navigating a tough period in life, struggling with mental health, she found solace in baths. For her, they were more than just a routine—they became a ritual, a moment to disconnect from the digital chaos and find peace. She envisioned creating a brand that could bring this calming, bathhouse experience to people’s homes.

“I realized there wasn’t really a company curating this kind of experience,” she shares. “So, in late February, I started working on Inoki Bathhouse, hoping to share that sense of balance and relaxation.”

The TikTok Explosion

When Helen decided to tap into TikTok, she didn’t consider herself a tech whiz or an influencer. Still, she recognized the platform's potential to help her reach people who needed that same escape she found in her bath rituals. The results came faster than expected.

Armed with a basic website and a vision, she launched a video showcasing her products. And then it happened—TikTok took over. In just hours, the brand’s waitlist grew to 2,000, and when a second video went viral, it doubled to 4,000. “I was glued to my phone for nine hours straight,” Helen recalls. “It was like the floodgates opened, and we sold out in 30 seconds.”

Lessons Learned: Do's and Don'ts for TikTok Success

Helen’s journey on TikTok has been a whirlwind, but there are a few critical insights she picked up along the way:

1. Quality Over Quantity: While many creators advocate for pumping out as many videos as possible, Helen’s strategy is different. “I can’t just churn out content. I put effort into each video, making sure there’s an emotional element,” she says. The videos that resonate emotionally with viewers are the ones that gain traction.

2. Understanding the Algorithm: TikTok’s algorithm can be unpredictable, but Helen noticed one thing—whether you have a big following or just a handful of followers, if your content resonates with the first viewers, it tends to get pushed out to a broader audience. “It’s important to put thought into your videos, especially when you’re just starting. Storytelling and creating emotion make a difference,” she advises.

3. Viral Doesn’t Always Mean Sales: Not every viral video translates to purchases. Sometimes, the content reaches people who aren’t the target audience. Helen emphasizes being intentional about creating content that connects with potential customers.

Innovating the Bath Industry

As Helen looks to the future, she has big plans for the bath industry. “I want to innovate and change the way people think about baths,” she explains. Her goal is to not only offer products that transport people to a place of relaxation but also to create a movement around wellness rituals.

Capital and Community

So far, Helen has kept Inoki Bathhouse self-funded, relying on friends and family investments to bring her vision to life. Instead of seeking institutional capital, she has built a supportive community around the brand, drawing on her network for guidance and collaboration. “It’s amazing what can happen when you lean on the people around you and those who amplify your message,” she shares.

Advice for Aspiring Entrepreneurs

Helen’s journey is filled with takeaways that any entrepreneur can appreciate:

• Stop Second-Guessing: “Women tend to second-guess themselves, while men just go for it,” she says. “If something feels brilliant to you, it might just be. Trust your instincts.”
• Create for Yourself: Her guiding philosophy is simple—build experiences that you’d want for yourself. By focusing on her personal “why,” she’s been able to shape a brand that resonates with others who seek the same lifestyle.
• Embrace Failure: Helen’s attitude towards failure is refreshingly laid-back. “If something doesn’t work out, I just see it as a learning experience. We tested it, and that’s fine.”

The Power of Community and Word of Mouth

What’s driven growth for Inoki Bathhouse, especially during challenging times like COVID? Helen credits much of it to word of mouth and gifting without expectations. By sharing her products with people in her community and asking for nothing in return, she’s been able to build authentic buzz. “It’s not just about reaching influencers with huge followings; sometimes, the most valuable connections come from people right in front of you,” she says.

Helen’s Routine for Winning the Day

When asked about how she manages to stay grounded amidst the chaos, Helen keeps it simple: “Go to sleep early and wake up ready to tackle the day.” This straightforward routine helps her maintain balance and continue growing Inoki Bathhouse.

Looking Ahead

The path ahead for Inoki Bathhouse is filled with promise. With a foundation of authentic storytelling, a commitment to quality, and a supportive community, Helen is excited to see where the journey takes her brand next.

Inoki Bathhouse might have started as a way for Helen to decompress and find balance, but it’s clear that it has become much more—a brand inspiring others to carve out time for themselves, embrace wellness rituals, and rediscover the magic of a simple bath.