Becky Sturm – Owner and Founder of 3waybeauty

[quote style=”boxed”]I closed it, cried, and then put my big girl pants on.[/quote]

Becky Sturm is the owner and founder of 3waybeauty and StormSister Spatique and the co-founder of the HAMMS Event. StormSister Spatique is an online beauty boutique and 3waybeauty is a multi-functional, grooming brand. HAMMS Event – Help A Minnesota Maker Succeed, is a one-day, Minnesota market for men, women and their dogs.

Her earliest childhood memories are of her grandmother’s hair salon where she became inspired to work in the beauty industry. Becky graduated from Horst Education Center, now The Aveda Institute, with the knowledge and skills to pursue her passion.
Becky’s salon/spa and store experience have made her an expert in everything from behind-the-chair styling and owning a salon/spa to e-commerce and researching and creating new beauty products.

She continues to be the best source for beauty and grooming information and products via her blog and newsletter. In 2005, Becky launched the online shopping experience, StormSister Spatique®. From 2007 to 2010 StormSister Spatique was also a bricks and mortar location, returning to online-only sales in the fall of 2010.

3waybeauty was founded in 2011. Becky was able to see the good, bad and ugly side of beauty and care products and with the help of other small businesses, developed the all-natural, multi-functional beauty brand.

HAMMS Event was founded in 2013. The HAMMS Event was born out of the “shop local” and “shop small business” movement, and around the fact that small businesses really need to stick together. Co-founders Becky Sturm and Sairey Gernes, gave $5000 in HAMMS Event ticket sales to one Minnesota Maker to bring their business to the next level.

What are you working on right now?

Pitching 3waybeauty to about 1000 publications. I’m currently at #736.

Where did the idea for 3waybeauty come from?

3waybeauty was borne out of the recession. Many of my clients needed to get more “bang for their buck” during those lean years, so I was educating them on how to look at their grooming products differently, not just the way the manufacturer markets them. (shampoo can also be a shower gel; conditioner is a great shaving cream, etc.)

Also, a constant complaint from clients involved the products that were taken away at the airport when they go through security – we’ve ALL had this happen.

FYI, there are no TSA restrictions for a solid – so out of the above two dilemma’s, 3waybeauty emerged.

How do you make money?

StormSister Spatique and 3waybeauty are ecommerce sites. 3waybeauty also wholesales to other retailers. HAMMS Event is a part retail, part crowd-funding model.

What does your typical day look like?

Morning – email, social media, phone calls, pack up orders.
Afternoon – email, social media, phone calls, meetings.
Evening – Plan for the following day.

How do you bring ideas to life?

I discuss the idea with trusted colleagues, then my manufacturer (after they sign a non-compete) and then have a test batch made. Packing and marketing is also discussed with my graphic designer. After product is tested extensively, it is put into production.

What’s one trend that really excites you?

Makers from the USA are growing exponentially

What was the worst job you ever had and what did you learn from it?

I detasseled corn for 2 summers when I was 13 and 14. Hard work prepared me for entrepreneurship.

If you were to start again, what would you do differently?


As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Social media.

What is one failure you had as an entrepreneur, and how did you overcome it?

Closing up my StormSister Spatique brick-and-mortar. I didn’t want to do it but I needed the money to start 3waybeauty.

I closed it, cried, and then put my big girl pants on.

What is one business idea that you’re willing to give away to our readers?

Cosmetics made with 100% natural color pigments.

If you could change one thing in the world, what would it be and how would you go about it?

End “reality” tv. Stop watching it. Nothing good has ever come from watching those Hollywood Train Wrecks or Go Go Juice Drinking Toddlers. Stop the madness.

I will confess I am a recovering Survivor watcher. (Shark Tank is not “reality tv”. There is a lot that entrepreneurs can learn from that show.)

Tell us something about you that very few people know?

I have an OCD issue that involves my toes. Enough said.

What are your three favorite online tools or resources and what do you love about them? – A great resource for releasing PR.
HARO – Help A Reporter Out – EVERY entrepreneur needs to be utilizing this great service. 90% of everything that I am published in is from a HARO query.
OpenSky – An artisanal, ecommerce platform. It has been fantastic for my 3waybeauty brand.

What is the one book that you recommend our community should read and why?

Erika Lyremark’s, Think Like A Stripper: Business Lessons to Up Your Confidence, Attract More Clients & Rule Your Market – It’s fun, practical and she doesn’t pull any punches.

Three people we should follow on Twitter and why?

@backpocketbbf – Kathy’s two minute biz videos are great.
@bumblebeePA – Mary’s company was chosen as one of 100 Blue Ribbon Small Business winners by the US Chamber of Commerce. She is also brilliant with social media.
@DailyWhip – The above mentioned Erika Lyremark’s business tips and anecdotes.

When was the last time you laughed out loud? What caused it?

Last night during evening cocktails.
What caused it?
Have you seen, We’re the Millers? We were discussing some of the brilliant moments and lines from it. It was shockingly funny.

Who is your hero?

Horst Rechelbacher. The founder of Aveda and now the CEO/Founder of Intelligent Nutrients. He is changing and truly redefining the natural beauty industry.

Do I have what it takes to be an entrepreneur?

If you have to ask, you don’t. A true entrepreneur never thinks about this. They just do and do and go and go. They can’t NOT do what they need to do. They find a way, no matter what.

Do you think I’m funny?



3waybeauty on Facebook :
StormSister Spatique on Facebook :
HAMMS Event on Facebook :

StormSister Spatique on Twitter: @StormSister
3waybeauty on Twitter: @3waybeauty
HAMMS Event on Twitter: @HAMMSevent

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