Popilush at Four: How a Viral Sensation Reshaped Fashion and Conquered Retail

NEW YORK, NY – March 02, 2026 – As shapewear brand Popilush celebrates its fourth anniversary, it marks a milestone that feels less like a birthday and more like a victory lap. In just four years, the company has evolved from a digital startup into a multi-channel powerhouse, challenging industry giants and redefining a category once synonymous with restriction. Its rapid ascent, fueled by viral social media moments and strategic acumen, offers a compelling case study in modern brand building.

What began as a mission to merge fashion with function has culminated in a brand with a staggering growth trajectory. After a viral influencer video in October 2022 drove the sale of 200,000 shapewear dresses on Amazon in a single week, the company's Gross Merchandise Value (GMV) exploded from $2 million in 2022 to over $95 million by 2024. This anniversary isn't just about celebrating survival; it's about celebrating market disruption.

Redefining the Shapewear Landscape

For decades, shapewear was the fashion industry's unseen, often uncomfortable, secret. Popilush entered the market with a fundamentally different premise: what if shapewear wasn't something to be hidden, but the foundation of the outfit itself? This philosophy has been central to its success, positioning it at the intersection of several powerful market trends.

The global shapewear market, valued at over $2.7 billion in 2024, is projected to exceed $6 billion by 2034, growing at a compound annual growth rate of over 8%. This growth is not driven by a desire for restrictive correction, but by a consumer shift towards comfort, body confidence, and versatility. Popilush has expertly tapped into this by creating stylish dresses, bodysuits, and activewear with built-in, comfortable shaping technology. Their products, often made with proprietary materials like the soft and elastic "Cloudsense" fabric, are designed to be worn all day, blurring the lines between undergarments, apparel, and athleisure.

"Every milestone, from our retail expansion to each award, represents our commitment to designing for real women, real bodies, and real moments," said Eve DeMartine, founder of Popilush, in a statement. Her vision directly addresses the modern consumer who demands both style and practicality, a sentiment driving the broader functional apparel market, which was valued at an immense $430 billion in 2024.

From Clicks to Bricks: A Masterclass in Expansion

While born online, Popilush's recent moves demonstrate a sophisticated multi-channel strategy. The past year has been pivotal, marking its expansion from direct-to-consumer and Amazon sales into the world of premium legacy retail. In April 2025, the brand launched on Nordstrom.com, a significant step that brought its collection of 28 best-selling styles to a new, established customer base. This was followed by a partnership with Macys.com, further solidifying its presence in mainstream American retail.

Perhaps the most significant move was the opening of its first physical store on August 2, 2025. The 3,000-square-foot flagship location at the high-traffic Las Vegas North Premium Outlets provides a crucial touchpoint for customers to experience the brand's size-inclusive range firsthand. This 'clicks-to-bricks' transition allows Popilush to build deeper community connections and capture a wider demographic, bridging the gap between its massive online following and the traditional retail shopper.

The strategy is a calculated response to a competitive market where differentiation is key. By placing its products alongside established competitors like Spanx and Skims on platforms like Nordstrom, Popilush is making a direct claim for market share, while its physical store offers an immersive brand experience that digital-only players cannot replicate.

The Architect of Confidence

Behind Popilush's meteoric rise is its founder, Eve DeMartine, whose personal journey is deeply woven into the brand's DNA. An immigrant from Malaysia who grew up in an entrepreneurial family, DeMartine rebuilt her career in the U.S., working retail jobs—including at Macy's—before launching her own ventures. Popilush was born from her own post-pregnancy frustration with ill-fitting clothes and uncomfortable, impractical shapewear.

This authentic origin story resonates with the brand's core mission: empowering women through body-positive design. DeMartine’s leadership has not gone unnoticed. Her recent inclusion in the prestigious Inc. Female Founders 500 list for 2025 places her among a group of entrepreneurs recognized for their revenue growth, industry leadership, and cultural impact. The selection process for this honor is rigorous, evaluating both quantitative metrics and qualitative milestones.

This is just one of a string of accolades. DeMartine has also earned a Gold Stevie Award for Best Female Entrepreneur—an award often called "the Oscars of the business world"—and a Gold Titan Women in Business Award. The brand itself is a Gold and Silver NY Product Design Awards winner, celebrated for its functional yet fashionable silhouettes. These awards lend significant credibility, validating the brand's innovation and its founder's vision in a crowded marketplace.

As it enters its fifth year, Popilush is rewarding the community that fueled its growth. The anniversary celebration includes a 20% discount on large orders, a $1,000 wishlist giveaway for loyal customers, and $50 gift cards for past purchasers—a clear nod to the customer-centric approach that has defined its success. With a solid foundation in retail, a celebrated founder at the helm, and a product line that perfectly captures the zeitgeist of modern fashion, Popilush is not just celebrating the past four years, but is firmly shaping the years to come.