Popilush Founder Eve DeMartine Explains the Shapewear Revolution

There’s a reason why Popilush founder Eve DeMartine was recently interviewed by Forbes. Shapewear is moving to a whole new level. If you’re a shapewear fan, it probably won’t surprise you to hear that business is booming—and Popilush is at the forefront!

One of the best things about being on the cutting edge of shapewear is that we’ve gotten to jump ahead of a rapidly growing market. The American market alone is projected to jump by $270.million by 2028, and if you pull up TikTok, you’ll likely see shapewear as a top trending product.

There was a time when shapewear considered a utilitarian product, and maybe even a little taboo. You didn’t show off your shapewear—you hid it. Nobody cared about whether or not shapewear looked cute, because nobody was supposed to see it at all. Celebrities weren’t showcasing their shapewear on the red carpet, and nobody bought shapewear with the idea that they would incorporate it into their looks.

Today, things are completely different—and Popilush has been a part of that revolution! Stars of all shapes, sizes, and ages openly acknowledge using shapewear, from Sienna Miller to Meryl Streep. And guess what? Celebs like Lizzo and Jameela Jamil have taken it one step further by wearing Popilush shapewear that’s meant to be shown off.

That could be you, too.

The Shapewear Revolution

Popilush founder Eve DeMartine knows exactly what takes shapewear to the next level. It’s not about giving up all the things that make shapewear so helpful—it’s about adding to them, or, as she puts it, to Forbes, “merging fashion with function”. You get to feel confident without compromising your sense of style.

Eve grew up in Malaysia and studied business administration in London—but it wasn’t until she moved to the US with her husband and had twins that she fully recognized the need for a new kind of shapewear. That led to the creation of Popilush, launched in 2022 and taken over the top by The Shapewear Dress. Since its initial launch, 2 million dresses alone have been sold, on top of Popilush’s many other bestselling items.

What makes pieces like The Shapewear Dress different is that it’s meant to be seen—and it’s comfortable. Traditional shapewear adds layers, leading to tightness, potential heat, and embarrassing lines and wrinkles. In fact, some of these drawbacks can defeat the point of wearing shapewear in the first place!

You’ll slide on The Shapewear Dress or a lacy shapewear bodysuit and incorporate it into your everyday ensemble. You’ll wear shapewear athleisure to the gym or chill at home, perfectly comfortable. These pieces are meant to do it all—and they make getting dressed that much more convenient. Forget finding the perfectly matched bra or just the right pair of underwear. When you wear a Popilush garment, you can get it all in one piece.

Eve and the Popilush team are constantly thinking of new ways to innovate, and as the shapewear market expands, we’re staying at the front of the pack with new styles and fabrics. One of our chief priorities? Staying sustainable, which is why we’re prioritizing technologies like Bluetag, cooling, anti-sweat fabric derived from oyster shells. And for colder weather, there’s Redtag, anti-static material infused with coffee grounds!

We know we’re setting the pace, and we’re thrilled that Forbes recognized this and turned to Eve as the expert. What’s next for Popilush? The next shapewear gamechanger, of course. Stay tuned!