Alongside Shapermint, upstart brands including HoneyLove and Heist have also joined the shapewear market in recent years. Over the past two decades, the shapewear category has come into its own through the rise of brands like Spanx (which is estimated to bring in $400 million in revenue per year) and Skims, launched two years ago by Kim Kardashian West. “There was a positive group and community of women who liked wearing shapewear … even on an everyday basis, more empowered,” Tirocchi said.

Through a marketing strategy heavily reliant on Facebook and Instagram, Shapermint sought to create community around messages of body positivity and empowerment. Massimiliano Tirocchi, CMO and co-founder Shapermint, told Glossy that one of the company’s early hurdles was challenging perceptions around shapewear, including that it’s a vehicle to change one’s appearance. Shapermint’s growth strategy is based on two key components: aggressive digital marketing to build community among shapewear enthusiasts online, and efforts to study customer behavior and preferences expressed in interviews, surveys and reviews. NPD’s research is based on findings from its Retail Tracking Service, which sources point-of-sale data directly from more than 1,300 e-commerce and brick-and-mortar retailers.Īmong the 13 brands that are offered on the Shapermint marketplace, in-house brands Empetua (shapewear) and Truekind (wireless bras) are driving its growth, per NPD research.

women’s shapewear market in the 12 months ending in November 2020, per market research firm NPD. Shapermint, a digital shapewear marketplace launched in 2018, held a 20.4% share of the U.S.

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