No matter how fashion trends cycle, body management is always the eternal theme of female consumption.
This can be seen from the rapid growth of the shapewear market in recent years: data from multiple institutions show that the global shapewear market size reached about $2.4 billion to $4.5 billion in 2023, and is widely expected to nearly double by around 2030, with a compound annual growth rate hovering between 5%–8%. The advancement of social media and fabric technology is seen as one of the driving forces.
Image source:dataintelo
Against this industry backdrop,Popilush, as a women's fashion brand focusing on "built-in shaping," quickly rose to fame with the idea of "integrating shapewear directly into dresses and everyday clothing." Founder Eve DeMartine was also selected for Inc. magazine's "Female Founders 500" list in 2025, becoming one of the most watched entrepreneurs in the shapewear track in recent years.
Image source:Popilush official website
Counterattack: FromMompreneur toTop 500 Female Founder
Popilush's brand story carries a strong personal touch. Public reports show that after Eve gave birth to twins in 2020, due to postpartum body changes, it was difficult to findsuitable clothing on the market. This strong personal pain point prompted her to start thinking about“whether it was possibleto integrate traditional shaping functions into everyday clothing.”
In early 2022, while taking care of twins and working full-time, Eve used all her spare time and savings to launch Popilush.
Image source:Popilush official website
From the development pace, this brand is almost amplifying the"traditional path of DTC brands in the social media era."traditionroute.
Popilush started with a direct-to-consumer e-commerce model, gradually expanding from the initial built-in shaping dresses to bodysuits, loungewear, and other categories. In 2024, the brand announced the launch of shaping pants, basic underwear lines, and sportswear collections to cover more scenarios.
With the brand's rapid growth,Eve won the "Stevie Awards for Women in Business" Gold Award for Best Female Entrepreneur in the consumer category in 2024, and in 2025 led the team to set up headquarters in New York, further strengthening its presence in the US fashion industry.
Image source:Popilush official website
From public data, it can be seen thatPopilushbrand has shown significant growth momentum.
According to a press release published by PR Newswire in 2025, since its establishment, the brand has sold nearly 1.5 million shapewear garments, averaging about 4,000 pieces per day. With the continuous expansion of size ranges and categories, the user base has extended from the United States to many countries and regions around the world.
The same document also mentions thatPopilush's GMV in 2024 is expected to reach $90 million, and is expected to hit $150 million in sales in 2025.
This means that while the overall shapewear market grows at a single-digit rate, the brand itself maintains a growth rate far above the industry average.
Image source:PR Newswire
Transformation: The Logic Behind a Hundredfold Growth in Three Years
To understandPopilushbrand'sgrowth path, it is inseparable from the analysis of the overall shapewear and women's fashion industry trends.
From the demand side, multiple market research reports point out that shapewear is rapidly transforming from"functional underwear" to "outerwear fashion items," with more emphasis on comfort, sustainable fabrics, and suitability for daily commuting/social scenarios, rather than just for dresses or special occasions.
For example, analysis by institutions such as dataintelo mentions that social media platforms are amplifying this consumer trend, and shapewear products are gradually being seen as part of self-expression and management among Gen Z and millennial women,rather than simply as restrictive tools.
Image source:dataintelo
Under such market demand, products that combine underwear functionality and outerwear fashion have a natural advantage.
And from thebroaderDTC industry perspective,asEve mentioned in interviews,the direct-to-consumer model is shifting from"cutting out the middleman and selling at low prices" to building emotional connections with users, emphasizing community and personalized services.This also provides fertile ground for brands like Popilush that can frequently output content and operate communities based on social media.
Image source: Forbes
TikTok: Single-Point Explosion in the Era of Social E-commerce
Since we've mentioned the role of social media operations in the market, today we'll focus onPopilush's social media layout.
In this regard,Popilush shows a unique personality consistent with the brand's tone. They did not take the traditional path of "piling up fans and big accounts," but instead focus heavily on conversion and sales results.
Therefore, many media describe its TikTok strategy as "single-point explosion," that is, leveraging a small number of high-impact content and key influencer collaborations to trigger low-cost organic spread and seeding effects on the platform.
Not seeking to bloom everywhere, but aiming for a single, precise hit.
Image source:TikTok
This focus is very evident on its official account.
Take the brand's mainTikTok account @popilush as an example. The account currently has 146,900 followers, which is not a lot, but in the past 30 days, the transaction amount reached 1.2316 million yuan, averaging 41,100 yuan per day, and video views reached 9.2072 million times. Both traffic and conversion are quite good.
Image source:kalodata
Just looking at the data doesn't tell much. Entering@popilush's homepage explains the issue. Normally, the traffic is only a few hundred or a thousand, so why can it reach the data shown above?
Image source:TikTok
This brings us back to the benefit of"single-point explosion" mentioned earlier.
According to data provided by the kalodata platform, Popilush posts multiple videos daily on the account based on current popular categories, including user feedback or brand-produced outfit showcases. The content is not limited, with the focus on highlighting the clothing and "product tagging."
Then, they place ads based on the traffic trends of the videos, maximizing benefits while minimizing costs.
For example, onDecember 14, they placed ads on threevideos with good datafor one day,two of which exceeded 100,000 views, and sales exceeded 14,000 yuan, successfully validating the potential of this content direction.
This real-time data-driven approach allows the brand to continuously lock in high-conversion content at minimal cost, achieving an efficient cycle of traffic and sales.
Image source:kalodata
In addition to the short video promotion model,Popilush also regards live streaming as a key conversion position, building a complete closed loop from content reach to instant purchase.
During live streaming, hosts not only demonstrate the product's effect in real time, but also play selected user feedback videos to intuitively present the wearing experience. At the same time, they respond instantly to questions about size and material in the comments section, and flexibly combine limited-time discounts and other promotional activities, effectively shortening the user's decision path and promoting instant orders.
The effect of this model is directly reflected in the data: in just the past30 days, the brand's TikTok account @popilush.us achieved a live streaming transaction amount of 1.622 million yuan, fully proving the significant role of its live streaming strategy in stimulating purchase intent and improving sales efficiency.
Image source:kalodata
Conclusion
The story of the Popilushbrandmay just be a new chapter unfolding in the global consumer market.
Its trajectory clearly proves one thing: in today's Tuke market, the ticket to success belongs to brands that can accurately perceive the real pain points of a specific group and respond directly with innovative products.
The Tuke market, especially the mature consumer concepts and strong segmented demand in North America and Europe, still offers vast opportunities. Although competition is becoming increasingly fierce, this also means that, with deep supply chains, agile response speed, and familiarity with the digital ecosystem, Chinese brands are standing at a new starting point full of opportunities.
On this road, challenges certainly exist, but the wonderful stories belonging to Chinese brands are waiting to be written by more diverse innovations.