Education

At Female Founder Collective’s The 10th House, we focus on programming that gives founders practical clarity—not just inspiration. In our conversation with Chillhouse founder Cyndi Ramirez-Fulton, we explored how she scaled a Lower East Side nail studio into a national consumer brand and ultimately to an acquisition by KISS Beauty Group.

Rather than an overnight success story, Cyndi shared the systems, pivots, and tradeoffs that made Chillhouse durable—lessons any consumer founder can apply, whether they’re service-based, product-first, or preparing for retail.

From Service to Product: Finding the “Bottle-Able” Moment

Chillhouse began as a physical self-care space. When COVID forced closures, the team accelerated a product pivot—launching Chill Tips press-on nails by translating their most recognizable service experience into a scalable product.

The takeaway for service-based founders: your product idea likely already exists.

Ask:

• What are we truly known for?
• What do clients rave about or book repeatedly?
• What part of the experience do customers wish they could take home?

From there, start small. Chillhouse leaned on turnkey partners, low MOQs, and categories that didn’t require complex formulation—allowing speed without overexposure to inventory risk.

• Build a brand system that can grow without breaking. As Chillhouse scaled into product-heavy categories like nails and beauty, aesthetics alone weren’t enough. Cyndi emphasized that customers should understand a product’s benefit in three to five seconds—online or on shelf. Early design choices (narrow palettes, non-black typography) eventually limited flexibility across seasons and retailers. The lesson? Brand systems need room to evolve. Schedule regular brand audits to ensure your visuals still support where the business is going, not just where it started.

• Structure your social strategy so it drives sales, not stress. Chillhouse doesn’t improvise content. The brand operates across six clear pillars—education, results, community, brand story, trends, and product features—so performance can actually be measured. On the paid side, Cyndi favors UGC over influencers. Creator content becomes reusable raw material for ads, email, and organic, often at a fraction of the cost. The mindset shift she stressed: stop being precious. Reuse what works. Not everyone sees every post.

• Treat retail expansion like a launch, not a milestone. Getting into wholesale isn’t the hard part—executing well once you’re in is. Before saying yes to major retailers, Chillhouse ensured forecasting discipline, logistics partners, broker relationships, and conservative cash-flow modeling were in place. Every retail door deserves a full launch plan, not a soft rollout. Ask yourself: if this launch underperforms, how hard will it be to get back in? Then act accordingly.

• Hire for the stage you’re in, not the company you imagine. Chillhouse’s hiring evolved deliberately: early on, scrappy generalists comfortable with ambiguity; during growth, specialists—often fractional; and at scale, in-house leaders with direct category and retailer experience. One constant: project-based interviews. Assignments reveal strategic thinking, taste, and practicality far better than resumes ever will.

• Prepare for an exit long before you plan one. Chillhouse wasn’t built to sell—Cyndi was fundraising for a Series A when acquisition conversations emerged. What made the process possible was readiness: clean financials, organized documentation, and clear unit economics. Her advice to founders: maintain a “data room mindset” early. Preparation reduces chaos later and keeps options open.

• Founder sustainability is not optional. Cyndi spoke candidly about the emotional weight of being both operator and brand face. Founders must decide intentionally whether being public-facing energizes or drains them—and build teams that support that choice. Equally important is community. Peer founder networks provide emotional support, pattern recognition, and real-world advice no single advisor can replace. Investing in founder community isn’t indulgent—it’s operational infrastructure.

Your Invite to 10th House: A Community that Fuels Your Journey

At Female Founder Collective’s 10th House, we exist to democratize access to the strategies, insights, and connections that have traditionally been locked behind closed doors. Our community fosters authentic connections, celebrates victories, and shares honest advice, creating a space where founders can grow together.

As a member of The 10th House, here’s what you can unlock:

• Direct access to industry leaders who meet you where you are and give candid, real-world advice.
• Supportive workshops, resources, and frameworks you can apply the same day.
• Opportunities to connect with founders who celebrate your wins and help you through setbacks—with zero judgment, just true understanding.
• Front-row seat to future events like our intimate fireside chats, founder cohorts, and exclusive pitch demos.

Apply now below to join our vibrant community and unlock the resources, insights, and connections you need to scale your entrepreneurial journey. Let’s build the future, side by side 💌

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Become a part of a community of like-minded female founders. Inside The 10th House, you’ll find fellow founders, investors, and above all, a community.