From Face Masks to a Million-Dollar Tights Brand

About

Millennials in Motion is a women’s clothing accessories brand selling patterned tights, stockings, and accessories across Amazon US, Amazon Canada, Amazon UK, and Walmart. Founded in 2020 by Shan Shan, a business grad and former tech professional, the brand started with fashion face masks during the pandemic and has since pivoted entirely into women’s accessories. Shan Shan runs the entire 100+ SKU operation solo.

The Challenge

Shan Shan’s face mask business peaked at $20K/month with 50–60% margins during the pandemic, but by late 2020 that market was disappearing. She pivoted into women’s clothing accessories, one of the toughest categories on Amazon, and hit a wall of new problems:

• Returns went from nearly zero to a real cost center
• Demand was smaller, more fragmented, and far more competitive
• She was bootstrapping with $50 PPC budgets per launch while competitors spent thousands
• Every new product was a blind bet without reliable data on demand or competition

She needed a way to validate products before spending money, see which specific designs would sell, and manage a growing catalog without hiring a team.

The Solution

Helium 10 became the daily operating system behind every product decision in her business. She runs over 100 active products as a solo operator, so every tool in the platform has to earn its place.

“Amazon is the game and Helium 10 is the guide. You can play without a guide, but you might make a lot of mistakes.”

Product Validation

Shan Shan’s number one growth driver is launching new products, and every launch starts with keyword research. Before she spends money on inventory, she needs to know whether the opportunity is real.

• Runs keyword research on competitors to check keyword depth (100+ ranked keywords = healthy market) and demand-to-competition ratio
• Uses the Chrome extension to see exactly which colors, sizes, and designs sell within competitor listings, so she orders the right variations from her first production run

Keyword Tracking Across 100+ SKUs

With a highly seasonal brand (Valentine’s Day and Halloween are the two biggest windows), rankings swing dramatically throughout the year. Tracking those shifts across 100+ products is how Shan Shan decides what’s working and what’s fading.

• Monitors seasonal recovery, PPC stickiness, and long-term ranking trends across her full catalog
• Upgraded to Diamond specifically for expanded tracking limits (Platinum wasn’t enough for 100+ products)

Advertising Automation

Managing PPC campaigns across 100+ products, each with dozens of campaigns, is nearly impossible for one person to do manually. Shan Shan describes rules-based advertising as “having another employee.”

• Automates PPC decisions like negating keywords with 7+ clicks and no sales
• Targets 2.0 ROAS on new launches; watches trends in the first few weeks to decide whether to scale or cut

Search Query Performance (Diamond Plan Feature)

Before the Diamond plan, Shan Shan would guess at how her conversion rates compared to competitors, or try to piece it together from tedious Excel downloads in Seller Central. Now she sees exactly how she stacks up.

• Clear conversion rate comparisons against competitors, keyword by keyword
• When a competitor outperforms her, she digs into their images and uses AI tools to test new main images that close the gap

AI Listing Creation at Scale

When you’re launching 33 products in a single month (as Shan Shan did recently), writing unique, keyword-rich listings for each one by hand isn’t realistic.

• Pulls target keywords from research data and uses AI to draft listings that integrate them naturally
• Listings are search-optimized and written fast enough to keep pace with her launch velocity

The Results

Shan Shan grew Millennials in Motion from a pandemic side hustle to a brand on track to cross $1 million this year, all as a solo operator.

By the Numbers

• $560K gross sales last year, up ~50% year over year
• First six-figure sales month achieved recently
• On track to cross $1M this year
• 33 new products launched in a single month
• 100+ active SKUs managed solo across four marketplaces
• $50 per product launch on PPC (vs. competitors spending thousands)

What Made the Difference

Three things set Shan Shan’s approach apart from the typical seller playbook.

• Volume strategy: launches 30 products at once, lets the 80/20 rule sort winners from losers, uses Helium 10’s data to make that velocity possible
• Budget discipline: validates opportunities before spending money rather than learning expensive lessons after the fact
• Seasonal expertise: uses keyword tracking to spot ramps early, monitors ranking recovery after dips, and uses profit tracking to forecast cash flow precisely

Shan Shan is now expanding into men’s accessories, exploring TikTok Shop, and continuing to launch at a pace most teams of five couldn’t match. Helium 10 remains the daily operating system behind all of it.