$2 Million GMV! Invisible Bras Spark a Body Liberation Movement on TikTok in the US

 

Amid the sweltering summer heat, traditional underwire bras become a source of discomfort and restriction for women.

 

With the progress of time and evolving mindsets, women are increasingly aware that modern bras are not only uncomfortable but can also be harmful to the body. In July 2012, to promote breast examinations, the US launched the "No Bra" campaign, establishing July 9 as World No Bra Day, encouraging women worldwide to forgo their bras and liberate their breasts for a day.

 

Now, twelve years later, the concept of body liberation and comfort has extended beyond just one day a year. For many women, particularly in developed Western countries, going braless has become a part of daily life. According to a survey by the French Institute of Public Opinion (IFOP), around 4% of women in Europe never wear bras, with this number rising to 6% in France. Among French women aged 18 to 24, this proportion reaches 13%.

In the US, the number of women opting not to wear bras is also growing, especially during the hot summer months. However, for privacy and skin protection, many women choose to wear invisible nipple covers when going out. According to EchoTik data and Sif's latest search trend analysis, the term "nipple covers" has seen a significant surge in searches on Amazon.

EchoTik data reveals that CAKES body, a local TikTok Shop in the US, has seen a massive increase in sales of their invisible nipple covers. Priced at $27 per pair, nearly 90,000 units have been sold, with an estimated GMV of $2.2 million.

This product comes in three colors and three sizes, catering to a variety of skin tones and body types. The thoughtful design, which shows respect for women's bodies, is a key reason for its rapid success.

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https://echotik.live/products/1729418496836080191

Similar products have a wholesale price of less than 10 RMB per pair on 1688, indicating significant profit margins.

In terms of marketing, EchoTik data shows that over 80% of sales come from influencer promotions, primarily through short videos (73.54%). The store has collaborated with over 774 influencers, producing more than 1,200 videos, and participated in 71 live-stream sales sessions.

These influencers, mostly young women with follower counts ranging from tens of thousands to millions, focus on popular categories such as beauty and personal care, and women's fashion. Their content for the nipple covers includes spoken reviews, product displays, and demonstrations.

Influencer @Taylor Capuano, a young beauty enthusiast with under 100,000 followers, endorsed the CAKES nipple covers by comparing their shape, size, stickiness, and comfort to other brands, concluding that CAKES provides a better fit and appearance. Her one-minute video garnered over 10 million views and converted to 18,000 sales, generating an estimated GMV of $482,000.

However, some users have raised concerns about the product's quality and price, with issues such as the material melting and losing adhesion in the summer heat, and deformation. Sellers interested in this market can use these feedback points to improve their products and capture a broader audience.