u/Makemoremusicbro

Hi all, I'm running a small online startup brand in strapless lingerie for about 6 months now. Sales are very inconsistent and I find it hard to attract customers in a profitable way (without burning through cash in META or GOOGLE ads). I wanted to hear from you what you did that got you consistent sales when starting brand.

I run an ecommerce store for female lingerie products. As a male founder, I find it very hard to make content about the products and brand without feeling like it's mansplaining and it's also not possible to show of the products as they are made for women, not for men. UGC feels very 'ad-like' and burns through money.

Male founders for female products, how are you managing your content strategy?

I’m from Belgium, and lately I’ve noticed nipple covers becoming much more common here, especially with fitted, strapless, backless or thinner tops where a regular bra can be difficult to hide.

A few years ago, I mostly associated them with special occasions or specific outfits, but now I seem to see them marketed more as an everyday alternative to wearing a bra.

It made me curious whether this is similar across Europe.

Are nipple covers commonly worn in your country, or are regular/strapless bras still much more popular? And has that changed noticeably in the last few years?

I’ve been trying to get a hold of a good pair of reliable nipple covers, however, covers from amazon, bol.com, and other places seem to either not stuck wel enough, if they stick they show through my clothes or i was them twice and they stop sticking. I don’t mind spending a little more (like €25 max) when they actually work.

Drop your recommendations, I’ll try them out in the upcoming month and I’ll make a comparison post!

Let me start by giving you a bit of context.

I'm a young man (27) who recently started a brand in strapless bra's for woman. I'm naturally not really good at making content, and having to make content for a female audience is totally making an error in my head.

The reason I started this business.

I started this brand because I noticed a problem with my girlfriend. She would always take off her bra the first thing when she would get home. She said her bra is constricting and sometimes painful. When I was looking for products to sell I found 'nipple covers' after which I dug into the rabbit hole of strapless lingerie and started a brand.

I now realise that these products needs a lot of social proof, lots of video proof and building this brand requires constant social media presence.

I have the feeling that I cannot make content for it myself because it would feel as 'mansplaining' and very unnatural for women to trust a man on such a delicate subject. I don't have the budget to run 5 ugc video's from different creators every week because these would drain the low amount of cashflow I have at the moment.

The goal is to ultimately in the long term build a big social media presence, and in the short term gain sales traction to increase cashflow to reinvest in the business.

Do you have any ideas on how I can tackle this problem? All tips, tricks, systems, ... are all welcome, I'm really open to any solutions.

Let me start by giving you a bit of context.

I'm a young man (27) who recently started a brand in strapless bra's for woman. I'm naturally not really good at making content, and having to make content for a female audience is totally making an error in my head.

The reason I started this business.

I started this brand because I noticed a problem with my girlfriend. She would always take off her bra the first thing when she would get home. She said her bra is constricting and sometimes painful. When I was looking for products to sell I found 'nipple covers' after which I dug into the rabbit hole of strapless lingerie and started a brand.

I now realise that these products needs a lot of social proof, lots of video proof and building this brand requires constant social media presence.

I have the feeling that I cannot make content for it myself because it would feel as 'mansplaining' and very unnatural for women to trust a man on such a delicate subject. I don't have the budget to run 5 ugc video's from different creators every week because these would drain the low amount of cashflow I have at the moment.

The goal is to ultimately in the long term build a big social media presence, and in the short term gain sales traction to increase cashflow to reinvest in the business.

Do you have any ideas on how I can tackle this problem? All tips, tricks, systems, ... are all welcome, I'm really open to any solutions.

Let me start by giving you a bit of context.

I'm a young man (27) who recently started a brand in strapless bra's for woman. I'm naturally not really good at making content, and having to make content for a female audience is totally making an error in my head.

The reason I started this business.

I started this brand because I noticed a problem with my girlfriend. She would always take off her bra the first thing when she would get home. She said her bra is constricting and sometimes painful. When I was looking for products to sell I found 'nipple covers' after which I dug into the rabbit hole of strapless lingerie and started a brand.

I now realise that these products needs a lot of social proof, lots of video proof and building this brand requires constant social media presence.

I have the feeling that I cannot make content for it myself because it would feel as 'mansplaining' and very unnatural for women to trust a man on such a delicate subject. I don't have the budget to run 5 ugc video's from different creators every week because these would drain the low amount of cashflow I have at the moment.

The goal is to ultimately in the long term build a big social media presence, and in the short term gain sales traction to increase cashflow to reinvest in the business.

Do you have any ideas on how I can tackle this problem? All tips, tricks, systems, ... are all welcome, I'm really open to any solutions.

Let me start by giving you a bit of context.

I'm a young man (27) who recently started a brand in strapless bra's for woman. I'm naturally not really good at making content, and having to make content for a female audience is totally making an error in my head.

The reason I started this business.

I started this brand because I noticed a problem with my girlfriend. She would always take off her bra the first thing when she would get home. She said her bra is constricting and sometimes painful. When I was looking for products to sell I found 'nipple covers' after which I dug into the rabbit hole of strapless lingerie and started a brand.

I now realise that these products needs a lot of social proof, lots of video proof and building this brand requires constant social media presence.

I have the feeling that I cannot make content for it myself because it would feel as 'mansplaining' and very unnatural for women to trust a man on such a delicate subject. I don't have the budget to run 5 ugc video's from different creators every week because these would drain the low amount of cashflow I have at the moment.

The goal is to ultimately in the long term build a big social media presence, and in the short term gain sales traction to increase cashflow to reinvest in the business.

Do you have any ideas on how I can tackle this problem? All tips, tricks, systems, ... are all welcome, I'm really open to any solutions.

Let me start by giving you a bit of context.

I'm a young man (27) who recently started a brand in strapless bra's for woman. I'm naturally not really good at making content, and having to make content for a female audience is totally making an error in my head.

The reason I started this business.

I started this brand because I noticed a problem with my girlfriend. She would always take off her bra the first thing when she would get home. She said her bra is constricting and sometimes painful. When I was looking for products to sell I found 'nipple covers' after which I dug into the rabbit hole of strapless lingerie and started a brand.

I now realise that these products needs a lot of social proof, lots of video proof and building this brand requires constant social media presence.

I have the feeling that I cannot make content for it myself because it would feel as 'mansplaining' and very unnatural for women to trust a man on such a delicate subject. I don't have the budget to run 5 ugc video's from different creators every week because these would drain the low amount of cashflow I have at the moment.

The goal is to ultimately in the long term build a big social media presence, and in the short term gain sales traction to increase cashflow to reinvest in the business.

Do you have any ideas on how I can tackle this problem? All tips, tricks, systems, ... are all welcome, I'm really open to any solutions.

I built a brand in a niche where I can’t be my own customer or my own content creator

About a year ago, I decided I wanted to build a brand.

I didn’t know exactly what I wanted to sell, so I spent months researching products and niches until I stumbled across strapless lingerie. The idea came from a problem I noticed with my girlfriend: visible and uncomfortable bra straps ruining certain outfits. I researched the market, found products that solved the problem, and everything clicked.

I was completely euphoric on my 'business cloud nine' and started building immediately.

I developed the brand, built the website, ordered inventory, arranged fulfilment, and handled pretty much everything myself. After months of preparation, I finally launched around three months ago. But I overlooked one fairly important detail:

I’m a man...

I underestimated how much this would affect the business. Not necessarily because I didn’t understand bras or breasts. Those things can be researched, and I’ve learned a lot by speaking to women, studying competitors, reading reviews, and analysing customer questions. The bigger problem is that I can’t easily create authentic content myself. I can’t naturally demonstrate the products, make outfit-hack videos, show before-and-after results, or become the face of the brand in the way a female founder or customer could.

For context, I’m a solopreneur with a limited budget. My girlfriend has always supported and encouraged me, but she never really wanted to become actively involved. After a few conversations, I realised she viewed it as my business, while I had gradually started viewing it as our business—even though I was the one building it. That mismatch in expectations is something I should have recognised earlier.

Now, three months after launching, the content problem is catching up with me. Organic content, paid creatives, demonstrations, testimonials, and relatable UGC seem to be the main sales drivers in this market.

I feel like I broke one of the most important rules for a small founder:

Build something you can personally represent, demonstrate, and promote.

I’m not planning to quit. I genuinely believe in the products and the problem they solve.

At the moment, I’m trying to work around the issue by building an affiliate and creator program, sending products to creators, and paying UGC creators. But paid UGC is expensive, responses from creators are inconsistent, and the content is not profitable yet.

Has anyone here built a brand where they weren’t the target customer and couldn’t naturally create the content themselves? How did you solve it? Did you find a content partner, build a creator network, offer equity, focus on affiliates, hire someone internally, or use another model entirely?

Any practical advice would be greatly appreciated!

(post was written by me, and structured by AI 😉)

I built a brand in a niche where I can’t be my own customer or my own content creator

About a year ago, I decided I wanted to build a brand.

I didn’t know exactly what I wanted to sell, so I spent months researching products and niches until I stumbled across strapless lingerie. The idea came from a problem I noticed with my girlfriend: visible and uncomfortable bra straps ruining certain outfits. I researched the market, found products that solved the problem, and everything clicked.

I was completely euphoric on my 'business cloud nine' and started building immediately.

I developed the brand, built the website, ordered inventory, arranged fulfilment, and handled pretty much everything myself. After months of preparation, I finally launched around three months ago. But I overlooked one fairly important detail:

I’m a man...

I underestimated how much this would affect the business. Not necessarily because I didn’t understand bras or breasts. Those things can be researched, and I’ve learned a lot by speaking to women, studying competitors, reading reviews, and analysing customer questions. The bigger problem is that I can’t easily create authentic content myself. I can’t naturally demonstrate the products, make outfit-hack videos, show before-and-after results, or become the face of the brand in the way a female founder or customer could.

For context, I’m a solopreneur with a limited budget. My girlfriend has always supported and encouraged me, but she never really wanted to become actively involved. After a few conversations, I realised she viewed it as my business, while I had gradually started viewing it as our business—even though I was the one building it. That mismatch in expectations is something I should have recognised earlier.

Now, three months after launching, the content problem is catching up with me. Organic content, paid creatives, demonstrations, testimonials, and relatable UGC seem to be the main sales drivers in this market.

I feel like I broke one of the most important rules for a small founder:

Build something you can personally represent, demonstrate, and promote.

I’m not planning to quit. I genuinely believe in the products and the problem they solve.

At the moment, I’m trying to work around the issue by building an affiliate and creator program, sending products to creators, and paying UGC creators. But paid UGC is expensive, responses from creators are inconsistent, and the content is not profitable yet.

Has anyone here built a brand where they weren’t the target customer and couldn’t naturally create the content themselves? How did you solve it? Did you find a content partner, build a creator network, offer equity, focus on affiliates, hire someone internally, or use another model entirely?

Any practical advice would be greatly appreciated!

I am working on a clothing-related solution intended for women, but I am not part of the target audience and cannot demonstrate it myself (I am a man).

For people who have worked on something intended for a different demographic: how did you collect authentic demonstrations and user feedback without relying entirely on friends or expensive outside help?

I am mainly interested in practical methods that worked during the early stages.

I built a brand in a niche where I can’t be my own customer or my own content creator

About a year ago, I decided I wanted to build a brand.

I didn’t know exactly what I wanted to sell, so I spent months researching products and niches until I stumbled across strapless lingerie. The idea came from a problem I noticed with my girlfriend: visible and uncomfortable bra straps ruining certain outfits. I researched the market, found products that solved the problem, and everything clicked.

I was completely euphoric on my 'business cloud nine' and started building immediately.

I developed the brand, built the website, ordered inventory, arranged fulfilment, and handled pretty much everything myself. After months of preparation, I finally launched around three months ago. But I overlooked one fairly important detail:

I’m a man...

I underestimated how much this would affect the business. Not necessarily because I didn’t understand bras or breasts. Those things can be researched, and I’ve learned a lot by speaking to women, studying competitors, reading reviews, and analysing customer questions. The bigger problem is that I can’t easily create authentic content myself. I can’t naturally demonstrate the products, make outfit-hack videos, show before-and-after results, or become the face of the brand in the way a female founder or customer could.

For context, I’m a solopreneur with a limited budget. My girlfriend has always supported and encouraged me, but she never really wanted to become actively involved. After a few conversations, I realised she viewed it as my business, while I had gradually started viewing it as our business—even though I was the one building it. That mismatch in expectations is something I should have recognised earlier.

Now, three months after launching, the content problem is catching up with me. Organic content, paid creatives, demonstrations, testimonials, and relatable UGC seem to be the main sales drivers in this market.

I feel like I broke one of the most important rules for a small founder:

Build something you can personally represent, demonstrate, and promote.

I’m not planning to quit. I genuinely believe in the products and the problem they solve.

At the moment, I’m trying to work around the issue by building an affiliate and creator program, sending products to creators, and paying UGC creators. But paid UGC is expensive, responses from creators are inconsistent, and the content is not profitable yet.

Has anyone here built a brand where they weren’t the target customer and couldn’t naturally create the content themselves? How did you solve it? Did you find a content partner, build a creator network, offer equity, focus on affiliates, hire someone internally, or use another model entirely?

Any practical advice would be greatly appreciated!

I built a brand in a niche where I can’t be my own customer or my own content creator

About a year ago, I decided I wanted to build a brand.

I didn’t know exactly what I wanted to sell, so I spent months researching products and niches until I stumbled across strapless lingerie. The idea came from a problem I noticed with my girlfriend: visible and uncomfortable bra straps ruining certain outfits. I researched the market, found products that solved the problem, and everything clicked.

I was completely euphoric on my 'business cloud nine' and started building immediately.

I developed the brand, built the website, ordered inventory, arranged fulfilment, and handled pretty much everything myself. After months of preparation, I finally launched around three months ago. But I overlooked one fairly important detail:

I’m a man...

I underestimated how much this would affect the business. Not necessarily because I didn’t understand bras or breasts. Those things can be researched, and I’ve learned a lot by speaking to women, studying competitors, reading reviews, and analysing customer questions. The bigger problem is that I can’t easily create authentic content myself. I can’t naturally demonstrate the products, make outfit-hack videos, show before-and-after results, or become the face of the brand in the way a female founder or customer could.

For context, I’m a solopreneur with a limited budget. My girlfriend has always supported and encouraged me, but she never really wanted to become actively involved. After a few conversations, I realised she viewed it as my business, while I had gradually started viewing it as our business—even though I was the one building it. That mismatch in expectations is something I should have recognised earlier.

Now, three months after launching, the content problem is catching up with me. Organic content, paid creatives, demonstrations, testimonials, and relatable UGC seem to be the main sales drivers in this market.

I feel like I broke one of the most important rules for a small founder:

Build something you can personally represent, demonstrate, and promote.

I’m not planning to quit. I genuinely believe in the products and the problem they solve.

At the moment, I’m trying to work around the issue by building an affiliate and creator program, sending products to creators, and paying UGC creators. But paid UGC is expensive, responses from creators are inconsistent, and the content is not profitable yet.

Has anyone here built a brand where they weren’t the target customer and couldn’t naturally create the content themselves? How did you solve it? Did you find a content partner, build a creator network, offer equity, focus on affiliates, hire someone internally, or use another model entirely?

Any practical advice would be greatly appreciated!

So I always make sure to turn off music on my ads because it’s literally terrible. I had it before that meta suddenly decides to turn the music option back on but I could always turn it back off.

Today I came across one of my ads which suddenly had music on it, went to the ad manager and… all music options are off, even though I’m clearly hearing music on my ad.

I don’t know what META is doing with all these bs ai options and extra’s but they should be focussing on performance as I see many many complaints lately.

Anyone knows how to fix this?

As many of you know, the EU has introduced a €3 package fee on imports from outside the EU. It got me thinking about whether this creates an opportunity for EU-based webshops.

Has anyone here started using this as a trust signal during checkout or elsewhere on the site?

For example, something along the lines of:

"No surprise import charges or package fees. The price you see is the price you pay."

My thinking is that many consumers may not fully understand the new fee structure, but they do understand unexpected costs. Highlighting that orders from an EU-based webshop won't be hit with additional package fees could potentially reduce checkout friction and increase trust.

I'm curious:

Have any of you tested messaging around this?

Where would you communicate it (checkout, PDP, cart, homepage)?

Do you think customers care enough for it to have an impact on conversion?

Interested to hear your thoughts and whether anyone has data or experience with this.

As many of you know, the EU has introduced a €3 package fee on imports from outside the EU. It got me thinking about whether this creates an opportunity for EU-based webshops.

Has anyone here started using this as a trust signal during checkout or elsewhere on the site?

For example, something along the lines of:

"No surprise import charges or package fees. The price you see is the price you pay."

My thinking is that many consumers may not fully understand the new fee structure, but they do understand unexpected costs. Highlighting that orders from an EU-based webshop won't be hit with additional package fees could potentially reduce checkout friction and increase trust.

I'm curious:

Have any of you tested messaging around this?

Where would you communicate it (checkout, PDP, cart, homepage)?

Do you think customers care enough for it to have an impact on conversion?

Interested to hear your thoughts and whether anyone has data or experience with this.

Hello fellow entrepreneurs

I feel stupid posting this but any shot I can take to grow I’ll shoot.

I run a Shopify store in a female niche and I’m struggling to figure out where the bottleneck is.

I thought I had a pretty clear understanding of my target audience, but since I’m not generating meaningful sales volume, I’m starting to question that assumption as well.

I’m running Meta ads and have tested both static creatives and UGC-style videos, but so far they mostly seem to spend money rather than generate sales. Every day I’m wondering:
Is my offer the problem?
Is the ad hook weak?
Is the branding off?
Is there a UX/UI issue on the website?
Do I simply need more traffic?
Am I creating the wrong type of content?

One challenge is that I’m a male founder in a female-focused niche. I’m trying to grow organically on Instagram and TikTok, but I feel limited because I can’t realistically wear, demonstrate, or even appear in much of the content without potentially hurting trust and authenticity.

Right now I’m spending significantly more than I’m making, which obviously isn’t sustainable long-term.

For those who have been in a similar position: what would you focus on first? What are the highest-leverage activities to build a sustainable ecommerce business that can grow over the long term?

Hello fellow entrepreneurs

I feel stupid posting this but any shot I can take to grow I’ll shoot.

I run a Shopify store in a female niche and I’m struggling to figure out where the bottleneck is.

I thought I had a pretty clear understanding of my target audience, but since I’m not generating meaningful sales volume, I’m starting to question that assumption as well.

I’m running Meta ads and have tested both static creatives and UGC-style videos, but so far they mostly seem to spend money rather than generate sales. Every day I’m wondering:
Is my offer the problem?
Is the ad hook weak?
Is the branding off?
Is there a UX/UI issue on the website?
Do I simply need more traffic?
Am I creating the wrong type of content?

One challenge is that I’m a male founder in a female-focused niche. I’m trying to grow organically on Instagram and TikTok, but I feel limited because I can’t realistically wear, demonstrate, or even appear in much of the content without potentially hurting trust and authenticity.

Right now I’m spending significantly more than I’m making, which obviously isn’t sustainable long-term.

For those who have been in a similar position: what would you focus on first? What are the highest-leverage activities to build a sustainable ecommerce business that can grow over the long term?