From Problem to Revelation: Eve DeMartine & Popilush
It’s amazing to think that Popilush has been around for three years, growing from a woman’s idea to a business full of products that sell out and go viral on the regular. As with anything, however, it’s important that you don’t forget where you came from. We never will—and we’re proud of our story.
The Past
Like so many great businesses, Popilush started as the solution to a problem—in this case, a problem close to founder Eve DeMartine’s heart. Eve had always been a hard worker, hitting the ground running upon moving from Malaysia to the United States sixteen years ago. Learning the intimate apparel business from the ground up, she was ready for the next adventure. But when she had twins, that adventure took a detour she couldn’t have expected—it led to Popilush.
The Revelation
Upon becoming a mother, Eve realized her clothes no longer fit as they had before. What could have stopped at the pain point became a revelation. She wasn’t alone. Millions of women across the world felt—and feel—exactly as she did. For that matter, many were similarly too busy to spend a lot of time seeking out dozens of different pieces for one put together look.
And the traditional products on the market? They didn’t work—at least, not the way Eve wanted. Old school shapewear often had bunching issues, distributing the body in a way that flattered some features while leaving the rest looking less than their best. You might notice wrinkles or obvious lines—in some cases, it was easy for people to tell when you were wearing shapewear. That’s the last thing any woman wants!
Plus, a lot of shapewear simply didn’t look great on its own. Created for practicality rather than aesthetic appeal, shapewear was categorized as “the thing you’ll never want to see”. Except… that’s not quite right, is it? Women went out and about living in fear of someone noticing their shapewear. And what about when you were on a date with your partner? Did wearing shapewear mean giving up sexy underwear and the element of surprise?
The Movement
These are the types of questions that led Eve to create products like Popilush’s shapewear dress. Not only is the dress simple and easy to wear—it’s everything you need for a streamlined look—it’s a one piece solution. Take the shapewear out of the picture, and you have a sleek, style-forward dress you can wear around the house, out and about, or even to a special occasion if you pair it with the right accessories.
This dream of shapewear with multiple uses, with the ability to go beyond practicality, shows in every Popilush product today. Whether you want a lacy bodysuit to pair with a miniskirt for a night at the club or athletic wear that has you feeling your absolute best, we’ve got that for you.
As the journey goes on, Eve has been able to hit other goals she had in mind when first dreaming of Popilush. She’s pursued eco-friendliness with bluetag, a yarn reusing oyster shell protein to keep you feeling cool and dry. And she’s leveled up again with redtag, a sustainable thermal material meant to keep you warm while taking the environment into account.
Like we said, Popilush has come a long way in three years—and at the pace we’re setting, who knows where we’ll be within the next three years. No matter what, we’re so glad Popilush went from a great idea to a great concept—and now, a great company.
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