Biography of Lili C. Yeo: Founder and CEO of goumi -Entrepreneur
Journey of Lili C. Yeo: From Corporate Leader to Entrepreneurial Trailblazer
Lili C. Yeo is the co-founder and CEO of goumi, a company
that creates functional, sustainable baby apparel and accessories. What started
as a conversation between two mothers at a kitchen table turned into a brand
that recently made an appearance on Shark Tank. Goumi’s success is a result of
persistent effort, strategic branding, and a deep commitment to making a
difference. But at its core, the company is a reflection of Lili’s personal
journey and her belief in the power of small things to create meaningful
change.
Rooted in Resilience
Lili’s story is one of perseverance. She comes from a
Chinese-American background where cultural expectations were strong. Her
father, a first-born Chinese son, faced significant pressure to maintain
traditions. However, Lili’s mother, who was not Chinese, found herself
struggling in a family that did not accept her. After years of hardship and
spending their entire savings, Lili’s mother made the brave decision to leave.
Their arrival in the United States marked a new beginning, and despite
financial struggles, they embraced their fresh start with gratitude and hope.
A Global Marketing Career
Before becoming an entrepreneur, Lili spent 15 years working
in international marketing. She held roles at major companies like Nike,
Hewlett-Packard, and Ziba, leading consumer-focused initiatives with
multimillion-dollar budgets. Her experience spanned industries such as sports,
high-tech, and non-profit sectors, and she worked in North America, Europe, and
Asia. This career gave her deep expertise in branding, communication, and
strategy—skills that would later prove invaluable in building her own company.
The Turning Point: Motherhood
Lili’s perspective on work changed completely when she
became a mother. She had always imagined herself continuing her demanding
career while hiring a nanny, but the moment she held her newborn daughter, she
realized she couldn’t give up that precious time. Yet, she also knew she needed
an outlet beyond full-time parenting. With her natural curiosity and analytical
mindset, she even started running regression analyses on her baby’s sleep
patterns. It was clear she needed a project that blended both her professional
and personal passions.
Identifying the Problem
Like many great businesses, goumi was born out of
frustration with an everyday issue. Lili noticed that baby mittens were poorly
designed—either they were pretty but impractical, functional but unattractive,
or eco-friendly but lacking in both. She and her friend, both professionals and
mothers, realized they were at their best when balancing both roles. That
realization fueled their mission to create baby essentials that were stylish,
functional, and sustainable.
The Birth of Goumi
Determined to fix this gap in the market, Lili and her
co-founder started small, focusing on redesigning baby mittens. Their approach
was simple: create a product that checked all the boxes—beautiful, practical,
and environmentally responsible. As the company grew, they expanded into full
apparel and bedding lines, always prioritizing sustainability and thoughtful
design.
Building a Brand That Matters
From the beginning, goumi wasn’t just about selling baby
products. Lili infused her values into the company, believing in the power of
small things to create change—whether that was improving the experience of new
parents, helping premature babies, or supporting victims of human trafficking.
The brand’s philosophy extended beyond commerce; it was about impact.
Overcoming Challenges
Starting and scaling a business is never easy, and goumi
faced its share of obstacles. From production hurdles to navigating the
competitive retail landscape, Lili had to apply every lesson she had learned
from her corporate career. But with a strong mission and a clear vision, she
pushed through, ensuring that every product met their high standards of quality
and sustainability.
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Going Global
What started as a simple solution to a frustrating problem
quickly gained traction. Over the years, goumi sold more than a million
products across 46 countries, proving that the challenges they were solving
weren’t just local—they were universal. Parents around the world resonated with
the brand’s thoughtful approach to baby essentials.
A Seat at the Table: Shark Tank
After years of steady growth, goumi reached a major
milestone when it was featured on Shark Tank. This opportunity didn’t just
bring visibility—it was a testament to Lili’s persistence and entrepreneurial
spirit. Pitching on the show required resilience, strategic storytelling, and
confidence in her brand’s value, all of which she had cultivated throughout her
career.
The Power of Community
Lili’s leadership extends beyond her company. She became
involved in initiatives like Women on Water (WOW), which connects female CEOs
and leaders to environmental conservation efforts. She saw the importance of
creating spaces where women could support each other, much like the way she and
her co-founder supported each other in launching goumi.
The Influence of Upbringing
Lili’s upbringing played a crucial role in shaping her
approach to business. Her mother’s courage and resilience taught her to take
risks, while her corporate experience taught her the power of strategic
execution. She blends both of these influences in running goumi—combining heart
and business acumen to create a brand that stands for more than just profit.
A Commitment to Sustainability
One of goumi’s core values is sustainability. Lili and her
team are committed to using organic materials, ethical production methods, and
eco-friendly packaging. For them, business success isn’t just about growth—it’s
about creating a positive impact on the planet and future generations.
Inspiring the Next Generation
Beyond building a successful company, Lili hopes to inspire
other women, especially mothers, to embrace entrepreneurship. She believes that
parenthood and professional ambition don’t have to be mutually exclusive. Her
story is proof that it’s possible to build a thriving business while also being
present for family.
Looking Ahead
Goumi continues to grow, but for Lili, success isn’t just
measured in sales or international reach. It’s in the small victories—helping a
mother feel more confident, supporting a premature baby with better clothing,
or giving back to communities in need. She remains driven by the same
philosophy that started it all: the belief that even the smallest things can
create a big impact.
Lili C. Yeo’s journey is one of resilience, reinvention, and
purpose. From navigating cultural expectations to leading global marketing
campaigns, and from motherhood to entrepreneurship, she has consistently found
ways to turn challenges into opportunities. Goumi is more than a brand—it’s a
reflection of her unwavering belief in the power of small, meaningful change.
Timeline for story
1980s – Lili C. Yeo is born into a Chinese-American family.
1990s – Moves to the U.S. with her mother after financial
struggles.
Early 2000s – Graduates and begins a career in global
marketing.
2010s – Works at Nike, HP, and Ziba in leadership roles.
2011 – Becomes a mother, shifting her career perspective.
2012 – Co-founds goumi to create better baby essentials.
2015 – Expands goumi into apparel and bedding.
2020 – Goumi appears on Shark Tank, gaining visibility.
2023 – Goumi operates in 46 countries, selling over a
million products.
