Launching and scaling a startup is no easy task. That is, unless you have Taylor Swift backing your product.
The pop star’s economic pull is so strong, she can turn a one-off outfit appearance into a sell-out, a casual lyric into a travel pilgrimage — and, apparently, an unsexy, medical-grade garment into a viral must-have.
Forme Science’s Power Bra — a $182 FDA-registered, posture-correcting wearable — saw sales climb 400% in 2024 after fans spotted her wearing the undergarment in an Eras Tour photo, per Inc.
But while Swift’s approval gave the bra a major lift, its lasting success is thanks to its innovative design and versatility.
How it works
- Instead of straps, braces, or tape, the Power Bra uses eight fabric panels with varying tensions to gently pull your shoulders back and align the spine.
- It helps relax overactive upper back muscles while activating underused lower back muscles to retrain posture and alleviate pain.
Forme Science founder Stephen Liu, a 65-year-old former orthopedic surgeon, and his son (probably not the masterminds you imagined behind the bra) worked with textile and biomechanical engineers to design it after observing his mother’s posture deteriorate during late-stage cancer.
The award-winning garment launched in 2020, and found success given it can be worn under clothes or as athleisure, and is more comfortable and less invasive than traditional posture correctors.
It’s not cheap, but can be paid for using your tax-free HSA funds.
Who’s it for?
Anyone looking to correct their posture or experiencing neck/back pain — like people with “tech neck,” a condition that affects ~75% of the population.
It’s reportedly taken off among medical professionals, athletes, and postpartum moms, and Liu told Inc that many doctors are even prescribing it in place of a brace.
Plus, Forme’s offerings now comprise 20+ products, including options for men.
What’s next
Today, the 7-year-old brand (which Liu bootstrapped BTW) has 35 patents for its tech and designs, according to Inc, with plans to expand into new textiles and styles, like vests and post-surgical garments.
Oh, and 500k+ customers, including one very famous pop star — thanks, in part, to whom the company is on track to see $50m-$100m in revenue this year.