HoneyLove looks to reinvent shapewear

Betsie Larkin spent the first ten years of her professional career as an EDM artist. She released two solo albums, toured five continents and worked with the likes of Armin van Buuren and Ferry Corsten. But after being constantly frustrated by shapewear she wore under her stage outfits, she felt compelled to try her hand at a new industry.

That’s how HoneyLove was born.

HoneyLove, backed by Y Combinator, aims to disrupt the traditional shapewear market by making an affordable, high-quality product that actually works.

In her research before starting HoneyLove, Larkin identified two big problems with shapewear. The first is that it tends to bunch up, causing constant readjustment, and the second is that it tends flatten out everything, even the curves people want to show off. That’s why Larkin developed HoneyLove Sculptwear.

HoneyLove uses supportive structures in side the seams of the garment, similar to the flexible boning used in old-school corsettes, and encases those structures in a soft channel of protective fabric. This simple enhancement ensures that the garment doesn’t bunch up around the legs or waistband.

HoneyLove also inserts its patent-pending BoostBands, made from a combination of compression fabric and a flat elastic panel, in the back of the legs of the garment to accentuate the natural curve between the bottom and the upper legs, according to Larkin.

The company manufactures at a gold-certified responsible (WRAP) factory that is dedicated to shapewear in the Guangdong province of China.

HoneyLove first started out on Kickstarter in February, and raised a whopping $300,000 in pre-orders after posting a $30,000 goal. The product is now available via the HoneyLove website for $89, which sits right in the middle of the larger market, where you can find cheap shapewear for as little as $35 and high-end shapewear for as much as $150.

Post by startupsnows.blogspot.com