This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
This profile is part of the Glossy Pop guide to influencer-founded brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.
Confronting taboo but very real problems, like thigh chafing and boob sweat, led Katie Sturino to create Megababe Beauty. Sturino has hundreds of thousands of followers on Instagram, plus a podcast, “”Boob Sweat;” a book, “Body Talk;” and a fashion blog, The 12ish. Megababe’s products are categorized by “bodily issues,” with an aim of changing negative connotations around them. All of Megababe’s products are 100% vegan, free of parabens and said to be fast-working. Its Le Tush clarifying butt mask won a 2022 Allure Best of Beauty award.
Who: Katie Sturino (Megababe)
Platform: Instagram
What’s the brand: skin care
Ad position: web_incontent_pos1
Find it: MegababeBeauty.com, Target, Ulta, Goop, Anthropologie
Why did you decide to bring a brand into this crowded marketplace?
I started Megababe out of necessity. [My thighs have chaffed] my entire life and there were no products on the market that worked or that I enjoyed using. Everything was for men or athletes and had terrible names and branding — they just felt subpar! Women deserve a clean, effective product that we wouldn’t be embarrassed to pull out of a handbag. Since then, we have launched a variety of products that provide solutions, like Bust Dust, Toe Deo and Magic Powder, with more to come.
What makes the brand different?
Megababe creates real solutions for real problems. We’re all about tackling the body taboos our customers face in their everyday lives in a fun, approachable way, because we know that if women are more comfortable in their own skin, they are more confident and can lead healthier, happier, more accomplished lives.
Ad position: web_incontent_pos2
Fun fact: My parents shipped orders out of their Wisconsin garage when we first launched.
Best seller: Thigh Rescue Anti-Friction Stick
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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