With annual revenue of $17.2 million, who is running a “body business” for women on TikTok?

Shapewear is not a new product, but on TikTok it has found a new way to sell.

How one person wears it, how a garment fits the body, and the differences between styles—these are things consumers previously had to imagine, but now they can be filmed directly.

SHAPSHE is a case worth observing.

On TikTok Shop US, this women's shapewear brand founded in 2021 has cumulative sales of about 1 million items. Among them, a shaping waist trainer with adjustable shoulder straps has sold more than 350,000 units cumulatively, and another product with built-in chest support has also sold about 250,000 units.

Image source: SHAPSHE

01

New growth spaceHere is the change in the market

To understand SHAPSHE's growth, we first need to look at what has changed in the shapewear category.

In the past, when people mentioned shapewear, they often thought of gowns, weddings, or special occasions. It was more like a functional undergarment prepared temporarily to match a certain outfit.

But today, everyday outfits, dress styling, and adjusting the overall silhouette of clothing all constitute reasons for consumers to choose this type of shaping product.

Market research data released by Fortune Business Insights shows that the global shapewear market was about US$2.99 billion in 2025, is expected to reach US$3.24 billion in 2026, and is expected to reach US$6.03 billion by 2034, with a compound annual growth rate of 8.09% during the forecast period.

Such market forecasts do not mean every brand can grow smoothly, but at least they show that shapewear is still a segmented market with a certain scale and growth potential that research institutions are optimistic about.

Image source: Fortune Business Insights

More importantly, consumers' criteria for judging this type of product are also changing.

Whether a piece of shapewear is worth buying involves not only appearance and price, but also whether the fabric is breathable, whether it is easy to put on and take off, whether the support is appropriate, whether the size is accurate, and whether long-term wear will be uncomfortable.

For a content platform like TikTok, this is an opportunity.

Compared with only writing 'high elasticity' and 'strong support' on images, videos can show garment structure, buckle design, steps for putting on and taking off, and the effect when paired with different outfits.

This is exactly the noteworthy intersection between shapewear and short-video e-commerce.

Image source: TikTok

02

Filming product selling points is more useful than repeatedly emphasizing them

For SHAPSHE, the most worthwhile aspect of TikTok to analyze is not just how many sales have already accumulated on the platform, but how shaping apparel as a product can be demonstrated and explained through video.

First, turn the wearing effect into content, rather than only displaying the product.

Content built around real-person try-ons, the process of putting on and taking off, outfit coordination, and structural details is an expression method worth trying for the shaping category.

Some of SHAPSHE's promotional content revolves around the waist trainer's double-layer structure, zipper, row of hooks, and the silhouette after wearing, allowing consumers to directly see the product's design features.

Image source: TikTok

For example, in a SHAPSHE promotional video, a creator directly tries on a pink shaping waist trainer, shows the wearing effect from different angles, and introduces the product's zipper, hook-and-eye closures, and other design details, allowing consumers to intuitively see the product details.

This video does not deliberately design a complex plot; instead, it focuses on the try-on effect and product functions.Cumulative views reached 34.9 million, generating $572,500 in sales.。

Image source: TikTok

For shapewear, consumers are often most concerned about how it looks on the body and the actual wearing experience, and this type of video presents exactly this information intuitively.

Second, letcreatorsexplain the same product from different angles.

In terms of creator collaboration, the SHAPSHE official website has a Brand Ambassadors program, openly offering free products, sales commissions, exclusive discount codes, and long-term collaboration opportunities, and recruiting partners among creators in fields such as fashion, lifestyle, and body confidence.

The brand also states that it hopes creators can retain their own expressive style and introduce products through real experiences, styling advice, and creative storytelling.

This collaboration mechanism fits well with the characteristics of shapewear.

Image source: SHAPSHE

For example, @saraa_conde's content mainly focuses on shapewear try-ons and the effect on the body, attracting attention by intuitively showing the wearing effect of the waist trainer; while @ekndra leans more toward personal style and lifestyle content, providing the brand with a reach angle different from pure product display.

The content styles of the two types of creators are somewhat different, which also gives the brand opportunities to reach potential consumers in different scenarios.

Left @saraa_conde Right @ekndra

03

Under the heat of the category, what opportunities remain for latecomers?

If you want to do shapewear on TikTok, you need to seriously answer at least three questions.

First, what clear differences does the product have?

Second, can the content solve real problems?

Third, can it handle the orders brought by the content?

The apparel category seems easy to shoot, but it is not easy to actually operate. Different sizes and colors require reasonable stocking, product detail pages must accurately describe the applicable scope, and after-sales service must also handle issues such as inappropriate sizes and wearing experiences that do not meet expectations.

If content brings a large number of orders, but inventory and fulfillment cannot keep up, traffic may instead become operational pressure.

Therefore, for shapewear brands preparing to enter TikTok Shop, a more reasonable approach is not to roll out a large number of SKUs from the start, but first find several products with clear differences, test consumers' responses to different selling points through content, and then gradually adjust products and marketing strategies based on actual orders, returns, and reviews.

Image source: TikTok Shop

04

Final thoughts

Of course, public data cannot answer all questions.

But for brands wanting to go overseas, the value of studying a case is not in copying one of its videos or a particular marketing approach, but in finding the connection point between their own products and content platforms.

Shapewear can demonstrate functionality through real-person try-ons, furniture can show effects through space transformations, and kitchen products can reflect convenience through actual use. Different categories have different ways of expression, but they all need to answer the same question: Why should consumers stop, watch this video to the end, and ultimately choose to buy?

When the product itself can provide clear demonstration content, and the content can help consumers resolve real purchase questions, TikTok is not just a place to publish ads; it also has the opportunity to become an important sales channel for brands expanding into overseas markets.