From Brand Launch to $150M: Shaping Popilush Into a Viral Powerhouse
Brand Strategist • Messaging Architect • Copywriter
Popilush is a modern shapewear brand built on empowerment, comfort, and confident self-expression. I led the brand from day one, naming the company, crafting its tone of voice, creating customer personas, and writing conversion-optimized copy across every touchpoint. The result? A viral, multimillion-dollar success featured in top-tier media, now expanding into physical retail.
Results & Highlights
$90M+ GMV in under two years, on track to reach $150M+ in 2025
1.5M+ units sold, with 200,000 units in one week following viral Amazon coverage
Opened flagship retail store in Las Vegas (Aug 2025)
Runway presence at New York Fashion Week
Ranked among Amazon’s bestsellers in shapewear and loungewear categories
Media features: Forbes, InStyle, People, Glamour, Cosmopolitan, Elle, Today, Bustle, Essence, Real Simple, Good Morning America, and more
What I Delivered
Named the brand and developed its core identity, brand values, and messaging
Built the tone framework and created signature taglines and headlines
Developed detailed customer personas to guide messaging and UX strategy
Wrote full e-commerce site copy, including homepage, product pages, and about page
Collaborated with the designer to develop packaging, inserts, and unboxing collateral
Shaped user experience flows with conversion-focused copy and structure
Wrote editorial and social copy aligned with high-visibility PR and influencer campaigns
As seen in
Creative Messaging
“Comfortable confidence.”
“Close for comfort.”
“Shapewear love affair.”
“You’re speaking my body language.”
“Every curve, every mood.”
Elevator Pitch
“Popilush is where sensuality meets sophistication. We design elevated shapewear that accentuates every curve — not to reshape who you are, but to celebrate it. With luxurious, breathable fabrics, inclusive sizing up to 8XL, and silhouettes made to move with you, Popilush combines high-fashion appeal with everyday wearability. It’s shapewear that feels like second skin — sleek, sculpting, and undeniably sexy. Confidence isn't hidden. It's revealed.”
Popilush Hits Retail
From viral success to real-world presence — Popilush just opened its first retail store at Las Vegas North Premium Outlets. The 3,000 sq. ft. space brings the brand’s signature confidence, inclusivity, and elevated sensuality to life, giving customers a chance to experience the shapewear line in person. A major milestone for a brand built to celebrate every curve.
