#740 – From Face Masks To 7-Figure Fashion Brand Success

Bradley Sutton, VP of Education and Strategy 34 minute read Published: March 24, 2026 Modified: March 25, 2026 Share: URL copied --> --> --> --> --> Shan Shan Fu joins Bradley in New York to share how she went from working in tech to building an e-commerce brand from scratch.

She started selling stylish face masks on Amazon and Etsy during the pandemic, quickly gaining traction as demand surged. That early success gave her the confidence to pursue entrepreneurship full-time and showed her what was possible when she combined market timing with fast execution. When the face mask boom faded, Shanshan had to reinvent the business.

She pivoted into women’s clothing accessories, especially tights and stockings, and used a volume-based launch strategy to find winning products. Instead of betting everything on one item, she launched multiple products at once, knowing only a percentage would succeed.

That approach helped her grow Millennials in Motion into a high six-figure brand that is now on track for seven figures. Throughout the episode, Shan Shan explains how Helium 10 became central to her growth.

She used Helium 10 tools like Cerebro, Keyword Tracker, Search Query Analyzer, Profits, and Ads to research products, track rankings, monitor profitability, and automate PPC decisions across more than 100 SKUs. She also shares how she manages a highly seasonal catalog, controls cash flow, and makes launch decisions with lean budgets.

Another major theme is speed through AI. Shan Shan talks about using AI tools like Nano Banana to improve listing images and boost click-through rates, while also using ChatGPT to help create optimized listings at scale.

Her story is a strong example of how sellers can adapt when markets change, use data to reduce risk, and build a real brand by staying flexible and moving quickly!

In episode 740 of the Serious Sellers Podcast, Bradley and Shan Shan discuss: 00:00 – Introduction 02:38 – Why She Started Selling During The Pandemic 03:01 – Launching Face Masks On Amazon And Etsy 06:06 – Pivoting Into Women’s Tights And Accessories 07:35 – Discovering Helium 10 And Researching New Products 09:11 – Why She Kept Her Day Job At First 10:35 – The Biggest Challenges In The Pivot To A New Product 12:16 – Revenue Growth And Marketplace Expansion 15:04 – Managing A Seasonal Brand On Amazon 16:12 – Finding Winning Products And Variations With Data 22:42 – Launching 33 Products In One Month With AI 30:41 – The Goal To Hit $1 Million And Beyond Transcript Bradley Sutton: Today, we talked to a seller who was crushing it during the pandemic selling face masks.

But then when that market disappeared, she had to completely switch into women’s stockings and now has built a million-dollar brand. How cool is that? Pretty cool I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10.

I’m your host, Bradley Sutton, and this is the show that has a completely BS-free, organic conversation about serious strategies for serious sellers of any level in the e-commerce world. I have flown today here to New York. This is Manhattan, right? And right here where Shan Shan lives.

For those of you who have been listening to the podcast for a while, you have maybe seen her on the podcast before. But as you guys know, this year, we have a kind of like a refreshed Serious Sellers Podcast. We’re treating everybody as if it was their first time and trying to like go back because we know we have a lot of new listeners here.

Shan Shan, thank you for inviting me to your home here. And it’s great to be here where I used to live. I don’t know if you knew I used to live in Brooklyn across the way many years ago. Shan Shan: Oh, cool. Welcome to the Upper West Side. Bradley Sutton: There we go. Where were you born and raised originally? Shan Shan: China. I was born in China.

Bradley Sutton: What part? Shan Shan: In Nanjing. Bradley Sutton: Okay, there’s some factories. I forgot what’s the specialty over there. But I know I remember a factory doing something over there. Shan Shan: Yeah. Bradley Sutton: Okay. Shan Shan: I think they’re bigger than New York. Bradley Sutton: What age did you come here to the States?

Shan Shan: I moved when I was six to Albuquerque. And then I moved to Queens. So, I am actually a New Yorker. Bradley Sutton: Albuquerque to Queens. I love Albuquerque. The Mexican food there. How long do you live in Albuquerque? Shan Shan: About a year or two. Not very long. Then I lived in Queens for a year or two. And then I became Canadian.

Bradley Sutton: Then you became Canadian. Yeah. Albuquerque to New York to Canada. And where did you go to university in? Shan Shan: Simon Fraser University in Vancouver. Bradley Sutton: In Vancouver. Okay. So what was your major there? Shan Shan: It was business.