Shapermint brings its inclusive shapewear to the UK
Shapermint_ the U.S.-based shapewear brand known for championing size inclusivity and unretouched campaigns_ has officially launched in the UK. It is a notable expansion for a brand that has already served more than 12 million customers globally. With a product offering that runs from size XS to 4XL_ and a portfolio of best-selling comfort-driven designs_ Shapermint arrives on British shores with a clear message: compression doesn_t have to mean discomfort.
Founded in 2018_ Shapermint is part of a broader wave of direct-to-consumer brands reshaping the intimates market. In the U.S._ it has achieved mass-market success through distribution on Amazon and Walmart_ riding a wave of changing consumer expectations around bodywear. British shoppers will now be able to access the full collection via the newly launched UK e-commerce platform.
Where traditional shapewear once promised sculpting at the expense of comfort_ Shapermint is selling a different proposition_ soft_ seamless_ roll-resistant support that prioritises ease of movement. Its hero product_ the All Day High Waisted Shaper Short_ has been lauded for its breathable compression panels and ability to disappear under clothes — without the tell-tale signs of pinching or rolling. The brand_s wireless bras_ including the Supportive Comfort and Sweetheart Contour models_ have developed a loyal following_ thanks in part to influencers like British body confidence advocate Iskra Lawrence_ who boasts over 5 million followers on social media.
Shapermint's messaging_ comfort-first_ digitally native_ and visually honest_ reflects a wider shift across the lingerie and shapewear industry. Brands such as Savage X Fenty_ Skims_ and Good American (all of which offer sizing up to at least 4XL) have upended an industry long dominated by narrow ideals and restrictive garments. According to research firm Edited_ size-inclusive lingerie lines have grown by more than 34 percent globally since 2020_ with comfort now a key purchasing driver.
Gabrielle Richards_ Brand Director at Shapermint_ explains the pivot: “We_re seeing a shift in consumer expectations around shapewear_ it_s no longer about squeezing into something restrictive for a night out. Today_s shopper is looking for confidence-building pieces they can wear all day.”
The UK market presents both opportunity and competition. Brands such as M&S_ which dominates the domestic intimates space_ have also expanded their shapewear ranges in recent years_ and newer entrants like Skims have seen success with Gen Z and millennial audiences alike. Whether Shapermint_s pared-back_ comfort-first philosophy will resonate with British consumers accustomed to either high street price points or Kardashian-level branding remains to be seen.
Still_ in an era where the visual language of fashion is increasingly shaped by authenticity and access_ Shapermint_s arrival in the UK adds another voice to the growing conversation around bodywear that works “with: the body_ not against it.