Special guest Kayla Houlihan, Founder of Tribe Skincare 

We discuss:
How she started
What marketing worked for her in the beginning
How her marketing has changed over the past 3 years and what she focuses on now.
TikTok, influencers and Instagram
How she scaled
How she built her team
How her role has changed
Rebranding Tribe - the steps she’s taking 

 

Links:

www.tribeskincare.com.au

https://www.lisabyrne.com.au/myprogram

https://www.lisabyrne.com.au/bookcall

Special guest Kayla Houlihan, Founder of Tribe Skincare&nbsp;
We discuss:
<ul>
<li>How she started</li>
<li>What marketing worked for her in the beginning</li>
<li>How her marketing has changed over the past 3 years and what she focuses on now.</li>
<li>TikTok, influencers and Instagram</li>
<li>How she scaled</li>
<li>How she built her team</li>
<li>How her role has changed</li>
<li>Rebranding Tribe - the steps she&rsquo;s taking&nbsp;</li>
</ul>
&nbsp;
Links:
<a href="http://www.montii.co/">www.tribeskincare.com.au</a>
<a href="https://www.lisabyrne.com.au/myprogram">https://www.lisabyrne.com.au/myprogram</a>
<a href="https://www.lisabyrne.com.au/bookcall">https://www.lisabyrne.com.au/bookcall</a>

eCommerce Marketing Society is the podcast for women who want to grow their online store with smart, simple, and sustainable strategies.

If you’re an ecommerce brand founder or online store owner dreaming of consistent $5K, $10K, or even $100K months but you’re stuck in overwhelm, ad hoc marketing, and sales that feel unpredictable, you’ve finally found your village.

Each week, host Lisa Byrne, eCommerce Marketing Mentor, strategist, and coach, shares practical lessons, step-by-step strategies, and inspiring conversations with successful female founders and industry experts. Expect real talk on:


Marketing that works → Instagram, Meta Ads, email marketing, content & campaigns


Mindset & leadership → stepping into your CEO role with clarity & confidence


Scaling systems → sales flows, promotional calendars, and marketing engines that save time and increase profit


Money & growth → turning your store into a sustainable, profitable business

With more than 22 years in marketing, Lisa has helped hundreds of women scale their ecommerce brands — from side-hustle startups to 6- and 7-figure businesses. She’s also a mum of 2, an online shopping addict, and a massive champion for women in business.

Ready to take the next step?
👉 Making under $2K months? Start with my free training: The 4 Steps to $5k Months Organically.
👉 Dreaming of $10K months? Check out eComm Triple Threat
👉 Aiming for $100K months? Book a free Clarity Call with Lisa.

Follow Lisa on Instagram → @lisabyrnemarketing

eCommerce Marketing Society is the podcast for women who want to grow their online store with smart, simple, and sustainable strategies.
If you&rsquo;re an ecommerce brand founder or online store owner dreaming of consistent $5K, $10K, or even $100K months but you&rsquo;re stuck in overwhelm, ad hoc marketing, and sales that feel unpredictable, you&rsquo;ve finally found your village.
Each week, host&nbsp;Lisa Byrne, eCommerce Marketing Mentor, strategist, and coach, shares practical lessons, step-by-step strategies, and inspiring conversations with successful female founders and industry experts.&nbsp;Expect real talk on:
<ul data-start="1061" data-end="1437">
<li data-start="1061" data-end="1149">
Marketing that works &rarr; Instagram, Meta Ads, email marketing, content &amp; campaigns
</li>
<li data-start="1150" data-end="1234">
Mindset &amp; leadership &rarr; stepping into your CEO role with clarity &amp; confidence
</li>
<li data-start="1235" data-end="1353">
Scaling systems &rarr; sales flows, promotional calendars, and marketing engines that save time and increase profit
</li>
<li data-start="1354" data-end="1437">
Money &amp; growth &rarr; turning your store into a sustainable, profitable business
</li>
</ul>
With more than 22 years in marketing, Lisa has helped hundreds of women scale their ecommerce brands &mdash; from side-hustle startups to 6- and 7-figure businesses. She&rsquo;s also a mum of 2, an online shopping addict, and a massive champion for women in business.
Ready to take the next step? 👉 Making under $2K months? Start with my free training: <a href="https://www.lisabyrne.co/workshop">The 4 Steps to $5k Months Organically.</a> 👉 Dreaming of $10K months? Check out <a href="https://www.lisabyrne.co/triplethreat">eComm Triple Threat</a> 👉 Aiming for $100K months? Book a free <a href="https://airtable.com/appSrJZVhsxrQpnf7/shrcBvmzKkl4Kot24">Clarity Call </a>&nbsp;with Lisa.
Follow Lisa on Instagram &rarr; <a href="https://www.instagram.com/lisabyrnemarketing/" data-start="1989" data-end="2057">@lisabyrnemarketing</a>

eCommerce Marketing for Female Business Owners

eCommerce Marketing Society with Lisa Byrne

10. Scaling and staying grounded: How Kayla built a multi-million dollar skincare brand and maintained a connection with her audience

Before you dive into ads, Instagram, or email campaigns — you need strong foundations. Without them, your marketing feels inconsistent, your sales unpredictable, and your growth harder than it should be.

In this episode of the Ecommerce Marketing Society, I’m breaking down the 4 foundations every ecommerce brand needs to scale in 2025: 

✔️ Knowing your numbers
✔️ Truly understanding your customer
✔️ Nailing your positioning
✔️ Building a brand your customers connect with

These are the non-negotiables that turn scattered marketing into consistent sales. If you’ve been feeling stuck, overwhelmed, or like your efforts aren’t paying off — this episode will show you exactly where to start.

👉 Tune in, audit your foundations, and get ready to grow smarter, sell more, and scale sustainably.

Ready to take the next step?

Here's how: 
👉 Making under $2K months? Start with my free training: The 4 Steps to $5k Months Organically.
👉 Dreaming of $10K months? Check out eComm Triple Threat
👉 And if you’re aiming for $100K months, book a free Clarity Callwith me.

Before you dive into ads, Instagram, or email campaigns &mdash; you need strong foundations. Without them, your marketing feels inconsistent, your sales unpredictable, and your growth harder than it should be. In this episode of the Ecommerce Marketing Society, I&rsquo;m breaking down the 4 foundations every ecommerce brand needs to scale in 2025: ✔️ Knowing your numbers ✔️ Truly understanding your customer ✔️ Nailing your positioning ✔️ Building a brand your customers connect with These are the non-negotiables that turn scattered marketing into consistent sales. If you&rsquo;ve been feeling stuck, overwhelmed, or like your efforts aren&rsquo;t paying off &mdash; this episode will show you exactly where to start. 👉 Tune in, audit your foundations, and get ready to grow smarter, sell more, and scale sustainably. Ready to take the next step? Here's how: 👉 Making under $2K months? Start with my free training: <a href="https://www.lisabyrne.co/workshop">The 4 Steps to $5k Months Organically.</a> 👉 Dreaming of $10K months? Check out <a href="https://www.lisabyrne.co/triplethreat">eComm Triple Threat</a> 👉 And if you&rsquo;re aiming for $100K months, book a free <a href="https://airtable.com/appSrJZVhsxrQpnf7/shrcBvmzKkl4Kot24">Clarity Call </a>with me.

The Foundations of a 6-Figure eCommerce Store

Today we're talking Facebook Ads - and more specifically, the power of ads that don't look like ads.

The advertising landscape is always shifting, so it's important to stay up to date with what's converting, and right now that looks like content that feels like organic content, like you were just scrolling your feed and saw a post from a friend or page you follow. 

Whereas in the past you might have created specific copy and creative just for ads to stand out, now we're seeing content that feels more natural out-performing those flashy campaigns, so let's talk about how you can apply this knowledge to your own marketing.

I'll share:
3 types of creative that are performing well in ads right now
Why authenticity and relatability are winning over the perfectly polished ads of the past
Why honing your Facebook Ad skills are essential to scale your eComm business

Ready to make your next ad campaign a success? Let's dive in.

NEW LIVE (AND FREE!) WORKSHOP!

The 90 Day Scaling Roadmap is a FREE live masterclass for eComm founders who want to grow smarter, not work harder. Happening on Wednesday 30 April at 12pm AEST, this is the exact method I use inside my high-level coaching program to help eCommerce founders go from stuck and overwhelmed to confidently scaling to $50K+ months and beyond.

👉🏼 Save your seat now: https://www.lisabyrne.co/roadmap

Ready to scale to consistent $50K–$100K months without burning out or wasting time on the wrong strategies?

eComm Scale Strong is my high-touch, done-with-you coaching experience for product-based business owners who are already making moves—but know they need smarter strategy, deeper support, and a personalised path to sustainable growth.

Inside, you'll get:

✔ 1:1 coaching with me to refine your growth and marketing strategy
✔ Twice-monthly Group Coaching Calls for planning, clarity, and momentum
✔ Weekly Facebook Ads Feedback Sessions to optimise and scale your ads 
✔ Customised marketing, content, and brand strategy tailored to your business
✔ Website, email & social media reviews to convert more browsers into buyers
✔ Daily support inside a private Slack channel so you’re never stuck
✔ Lifetime access to my full course suite (valued at $8K+)

This isn’t another group program filled with Zoom calls and generic advice.
It’s a scaling partnership for women who are done winging it and ready for more direction, results and freedom! 

If you’re earning $10K+ months and want to scale faster, with less stress—apply now. Spots are limited.

👉 Apply here eComm Scale Strong. 

If I feel you are a great fit, I will invite you to a free initial consultation so we can get to know each other and ensure this is the best next step for you and your goals. 

I can't wait to read your application! 

👉 Apply here eComm Scale Strong.

Today we're talking Facebook Ads - and more specifically, the power of ads that don't look like ads.
The advertising landscape is always shifting, so it's important to stay up to date with what's converting, and right now that looks like content that feels like organic content, like you were just scrolling your feed and saw a post from a friend or page you follow.&nbsp; Whereas in the past you might have created specific copy and creative just for ads to stand out, now we're seeing content that feels more natural out-performing those flashy campaigns, so let's talk about how you can apply this knowledge to your own marketing.
I'll share:
<ul>
<li>3 types of creative that are performing well in ads right now</li>
<li>Why authenticity and relatability are winning over the perfectly polished ads of the past</li>
<li>Why honing your Facebook Ad skills are essential to scale your eComm business</li>
</ul>
Ready to make your next ad campaign a success? Let's dive in.
<hr>
NEW LIVE (AND FREE!) WORKSHOP!
The 90 Day Scaling Roadmap is a FREE live masterclass for eComm founders who want to grow smarter, not work harder. Happening on Wednesday 30 April at 12pm AEST, this is the exact method I use inside my high-level coaching program to help eCommerce founders go from stuck and overwhelmed to confidently scaling to $50K+ months and beyond.
👉🏼 Save your seat now:&nbsp;<a href="https://www.lisabyrne.co/roadmap">https://www.lisabyrne.co/roadmap</a>
<hr>
Ready to scale to consistent $50K&ndash;$100K months without burning out or wasting time on the wrong strategies?
eComm Scale Strong is my high-touch, done-with-you coaching experience for product-based business owners who are already making moves&mdash;but know they need smarter strategy, deeper support, and a personalised path to sustainable growth.
Inside, you'll get:
✔ 1:1 coaching with me to refine your growth and marketing strategy ✔ Twice-monthly Group Coaching Calls for planning, clarity, and momentum ✔ Weekly Facebook Ads Feedback Sessions to optimise and scale your ads&nbsp; ✔ Customised marketing, content, and brand strategy tailored to your business ✔ Website, email &amp; social media reviews to convert more browsers into buyers ✔ Daily support inside a private Slack channel so you&rsquo;re never stuck ✔ Lifetime access to my full course suite (valued at $8K+)
This isn&rsquo;t another group program filled with Zoom calls and generic advice. It&rsquo;s a scaling partnership for women who are done winging it and ready for more direction, results and freedom!&nbsp;
If you&rsquo;re earning $10K+ months and want to scale faster, with less stress&mdash;apply now. Spots are limited.
👉 Apply here&nbsp;<a href="https://www.lisabyrne.co/ess-application">eComm Scale Strong. </a>
If I feel you are a great fit, I will invite you to a free initial consultation so we can get to know each other and ensure this is the best next step for you and your goals.&nbsp;
I can't wait to read your application!&nbsp;
👉 Apply here&nbsp;<a href="https://www.lisabyrne.co/ess-application">eComm Scale Strong.</a>

Quick Win - Ads That Don't Look Like Ads

In today's episode I'm sharing the practical steps of my 3-part sales strategy to help you achieve $20k months without burning yourself out in the process. This is all about doing less, but with more focus on the right things that are going to help you scale your business.

We're talking:
Why you need to focus on your systems in order to scale
The importance of getting your brand foundations right first, before investing in more marketing
Prioritising the three stages of your marketing funnel
The three most impactful areas to focus on if you want to reach those $20k+ months

Grab a pen, you're going to want to take plenty of notes from this one!

NEW LIVE (AND FREE!) WORKSHOP!

The 90 Day Scaling Roadmap is a FREE live masterclass for eComm founders who want to grow smarter, not work harder. Happening on Wednesday 30 April at 12pm AEST, this is the exact method I use inside my high-level coaching program to help eCommerce founders go from stuck and overwhelmed to confidently scaling to $50K+ months and beyond.

👉🏼 Save your seat now: https://www.lisabyrne.co/roadmap

Ready to scale to consistent $50K–$100K months without burning out or wasting time on the wrong strategies?

eComm Scale Strong is my high-touch, done-with-you coaching experience for product-based business owners who are already making moves—but know they need smarter strategy, deeper support, and a personalised path to sustainable growth.

Inside, you'll get:

✔ 1:1 coaching with me to refine your growth and marketing strategy
✔ Twice-monthly Group Coaching Calls for planning, clarity, and momentum
✔ Weekly Facebook Ads Feedback Sessions to optimise and scale your ads 
✔ Customised marketing, content, and brand strategy tailored to your business
✔ Website, email & social media reviews to convert more browsers into buyers
✔ Daily support inside a private Slack channel so you’re never stuck
✔ Lifetime access to my full course suite (valued at $8K+)

This isn’t another group program filled with Zoom calls and generic advice.
It’s a scaling partnership for women who are done winging it and ready for more direction, results and freedom! 

If you’re earning $10K+ months and want to scale faster, with less stress—apply now. Spots are limited.

👉 Apply here eComm Scale Strong. 

If I feel you are a great fit, I will invite you to a free initial consultation so we can get to know each other and ensure this is the best next step for you and your goals. 

I can't wait to read your application! 

👉 Apply here eComm Scale Strong.

In today's episode I'm sharing the practical steps of my 3-part sales strategy to help you achieve $20k months&nbsp;without burning yourself out in the process. This is all about doing less, but with more focus on the right things that are going to help you scale your business.
We're talking:
<ul>
<li>Why you need to focus on your systems in order to scale</li>
<li>The importance of getting your brand foundations right first, before investing in more marketing</li>
<li>Prioritising the three stages of your marketing funnel</li>
<li>The three most impactful areas to focus on if you want to reach those $20k+ months</li>
</ul>
Grab a pen, you're going to want to take plenty of notes from this one!
<hr>
NEW LIVE (AND FREE!) WORKSHOP!
The 90 Day Scaling Roadmap is a FREE live masterclass for eComm founders who want to grow smarter, not work harder. Happening on Wednesday 30 April at 12pm AEST, this is the exact method I use inside my high-level coaching program to help eCommerce founders go from stuck and overwhelmed to confidently scaling to $50K+ months and beyond.
👉🏼 Save your seat now:&nbsp;<a href="https://www.lisabyrne.co/roadmap">https://www.lisabyrne.co/roadmap</a>
<hr>
Ready to scale to consistent $50K&ndash;$100K months without burning out or wasting time on the wrong strategies?
eComm Scale Strong is my high-touch, done-with-you coaching experience for product-based business owners who are already making moves&mdash;but know they need smarter strategy, deeper support, and a personalised path to sustainable growth.
Inside, you'll get:
✔ 1:1 coaching with me to refine your growth and marketing strategy ✔ Twice-monthly Group Coaching Calls for planning, clarity, and momentum ✔ Weekly Facebook Ads Feedback Sessions to optimise and scale your ads&nbsp; ✔ Customised marketing, content, and brand strategy tailored to your business ✔ Website, email &amp; social media reviews to convert more browsers into buyers ✔ Daily support inside a private Slack channel so you&rsquo;re never stuck ✔ Lifetime access to my full course suite (valued at $8K+)
This isn&rsquo;t another group program filled with Zoom calls and generic advice. It&rsquo;s a scaling partnership for women who are done winging it and ready for more direction, results and freedom!&nbsp;
If you&rsquo;re earning $10K+ months and want to scale faster, with less stress&mdash;apply now. Spots are limited.
👉 Apply here&nbsp;<a href="https://www.lisabyrne.co/ess-application">eComm Scale Strong. </a>
If I feel you are a great fit, I will invite you to a free initial consultation so we can get to know each other and ensure this is the best next step for you and your goals.&nbsp;
I can't wait to read your application!&nbsp;
👉 Apply here&nbsp;<a href="https://www.lisabyrne.co/ess-application">eComm Scale Strong.</a>

10. Scaling and staying grounded: How Kayla built a multi-million dollar skincare brand and maintained a connection with her audience

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