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These Brands Are Going The Extra Mile To Enforce Body Positivity

Culture

In recent years, we've seen the welcome introduction of body positivity into mainstream beauty and fashion brands. It makes a stark contrast to the stick-thin supermodel-promoted advertising of the 90s, promising consumers that if they bought this particular item of clothing, they too would instantly become beautiful and skinny.


Of course, this type of promotion still occurs, but there are many brands that are becoming more inclusive and body positive in both their designs and marketing.

The issue we have now, however, is distinguishing between brands that genuinely care about their customers' wellbeing, and those which are merely using body positivity to make a profit. Unfortunately, there are some who are jumping on the bandwagon and using what should be an empowering movement to create successful advertising campaigns and sell more products.

That's why we've compiled this list of brands that go the extra mile to enforce body positivity; read on to find out more.

Knix

Photo credit: Knix

Knix is an inspiring underwear brand that specializes in leakproof period underwear, comfortable bras.

Since their launch in 2013, Knix have put their emphasis on women being comfortable and confident, whatever their shape and size. As a brand, they don't believe in sticking to conventional women's underwear concepts — usually hyper-sexualised, lacey and uncomfortable. Instead, they've used their innovative design ideas and period panty technology to create revolutionary yet functional underwear products.

Not only are their period undies leakproof, moisture-wicking and anti-odour, but their bras are comfortable, supportive and wireless. Sounds like a win, doesn't it?

Knix really believe in promoting body positivity: they want all women to be comfortable in their own skin and free to be themselves. Choosing underwear products that are specifically designed to make you feel confident and comfortable seems like a pretty good place to start.

ASOS

Photo credit: @asos

This well-known British online retailer has been paving the way in body positivity for a while now. ASOS have made a deliberate effort to be inclusive and diverse — choosing to work with more than 200 models to represent their sprawling audience across the world.

They haven't stopped at just using models with different body types either; ASOS clothes come in more than 30 sizes, which they've committed to providing at the same price. By being size-inclusive, ASOS have shown a progressive attitude towards body positivity that many online clothing stores unfortunately lack.

ASOS's advertising campaigns and imagery also reflect this attitude: they refuse to retouch, remove stretch marks or digitally alter images of their models. As such a huge online retailer — and one whose core demographic are young women — it's a relief to see that they are normalising practices like showing their models with stretch marks and representing the majority of women's experiences.

Furthermore, they have also partnered with GLAAD, one of the biggest voices in LGBTQ activism, to create a gender-neutral accepting collection.

Sport England: This Girl Can

Photo credit: @thisgirlcanuk

Sport England is a organization dedicated to mobilizing the British nation into taking part in sports and activities — regardless of their age, gender, background or ability. The organization created the “This Girl Can" campaign, which has now turned into an extremely successful, globally recognized movement.

This Girl Can is a female fitness movement that is both body positive and inclusive — celebrating and supporting girls and women of all backgrounds being active. Since the birth of This Girl Can in 2015, they have been inviting women everywhere to join in and get moving, without worrying about how they look.

It's refreshing to see a brand promoting body positivity in terms of physical fitness and the effect that this has on mental wellbeing. Sports and fitness brands can be guilty of excluding women if they don't fit a certain body ideal, making women less likely to want to exercise and impacting both their mental and physical health.

Far from relying on the conventional photos of super-fit sports stars, This Girl Can shines the spotlight on “real" women and put the power in their hands instead. The brand invites their audience to join them on their journey to inclusivity and positivity in exercise by sharing photos of themselves using the hashtag #ThisGirlCan.

Check out their Instagram — it's incredibly inspiring and moving to see the women featured, and how the brand celebrates self-love in such a positive way.

ModCloth

Photo credit: ModCloth

ModCloth is a San Francisco-based online fashion retailer that specialises in quirky, vintage-inspired clothing. Not only do they offer a range of sizes, but they feature models with a wide range of body types and sizes in their campaigns to accurately reflect their audience.

As with the other brands we've mentioned on this list, ModCloth signed an anti-photoshop pledge in 2014, vowing to never change the size, color, proportion or physical features of their models.

They've also made an effort to become much more size-inclusive — in both their product offerings and their language. In 2015, they experimented with removing the “plus size" section from their homepage to create a more inclusive, integrated brand community. Since then, they have reintroduced a plus size section to improve their customers' shopping experience, but they continue to use positive language and have removed plus-oriented language from the site in order to be more inclusive.

All of the above brands have made a conscious effort to promote body positivity through their clothing offerings, messaging and core brand values. As a result, they are championed by their customer communities — and seem to be having a real impact across the retail industry. It just goes to show that the body positive movement isn't just a marketing fad — it's here to stay.

People

How This Twice Bankrupt Founder Built Herself Up To A $240M Net Worth

Nobody knows what it's like to be sh*t out of luck like Suzy Batiz. Maybe that's why her million-dollar idea was a spray to stop your sh*t from stinking.

Yes, this woman is on a mission to keep your bathroom dos (and don'ts) on the DL, and she is doing it all with a hefty dose of personal philosophy and spirituality. It's hard to pick just one place to start with a maverick like Batiz. Though, maverick doesn't quite do her justice.

We could talk about her early life, growing up poor in Arkansas with two parents struggling with addiction and mental health problems. Or we could discuss her two bankruptcies and a lifelong history of failed hustles and side-hustles. Then there's her personal life; she's been divorced twice, has three kids, and is a survivor of abuse. You could say she's been through some sh*t. (Okay, the poop jokes end here, I swear.) If this all sounds too crazy to believe already then you better stop reading now because it gets wilder. This woman is all that and then some.

But, there's no time like the present, so I guess we'll start there.

Suzy Batiz is one of the richest self-made women in America with a net worth of $240 million. She's currently working on uplifting other business owners and creative-thinkers with her personal and professional philosophy of "alive ideas" as well as running her own companies, Supernatural, a 100% natural cleaning product company, and Poo~Pourri, the famous odor-eliminating toilet spray line that started it all with a bang (or a plop). (Okay, now the poop jokes are really done.)

Poo-Pourri's first commercial, which has now garnered almost 50 million views since its release in 2013, absolutely blew away viewers with its hilariously crass yet poetic verbiage surrounding this lovely woman's "cavernous bowels." Even I remember first seeing it almost seven years ago. Though I wasn't even sure if it was a real product at first. I was so busy laughing that I almost missed the line: "Yes, it is a real product. And yes, it really works." No one but Batiz could have thought up an idea so new, so wild, and at the same time so deeply necessary for people everywhere. It seems that poop is the market's natural equalizer.

(Seriously though, how good is this commercial?)

She's reached some of the highest peaks of success when it comes to consumer goods, but Batiz's newest venture asks people to turn inward and evaluate their thoughts and personal processes to support a culture of deeply conscious creation. Alive Ideas represents all of the lessons in both entrepreneurship and spirituality that Batiz has learned firsthand. Because, for her, the entrepreneurial and the spiritual are often one and the same. In her own words:

"Your external reality is just a reflection of your internal reality, so you have to do your personal work to shift from the inside out."

She takes this marriage of philosophies very seriously and infuses it into every level of her business, offering her employees training in transcendental meditation (a non-negotiable daily activity for Batiz) and Headspace app subscriptions. Batiz knows that good work has to start from the inside out, and that's why she's so keen to share this philosophy with the world and help other people realize that, too. That's what this new enterprise is all about.

Alive ideas are those twinges of inspiration that you can feel in every inch of your being — the ones that are just bursting to take shape in the world. Take Poo-Pourri as a perfect example, it was something that no one could have expected. A product that needed to exist, but a need that had never before been conceptualized (let alone actualized) by anybody. Until Batiz, that is.

Suzy Batiz

She's always been a "natural creator," so it's only natural that her current state of being revolves around bringing to life new ideas and products. But even that could only have come about through what she describes as the "luxury of losing everything."

It took 38 years and a lifetime of both personal and professional hardships before Batiz was ready to call it quits. After all the hustles, there was just no hustle left in her.

So she took a four-year spiritual sabbatical, during which she realized that she'd spent her entire life thus far "selling out" and "making deals" for all the wrong reasons. "Basically, I'd lost it all and didn't even have a good time doing it!" That was what really set her off. "It was only when I changed my mindset to only follow ideas that lit me up that the real success started flowing." There's those alive idea's she's talking about!

Suzy Batiz is the antithesis of your stereotypical entrepreneur. She wears flowing skirts, makes poop jokes, and has the vibe of a fun-loving guru. She basically spent her entire life trying (and failing) to find success through financial means, only to lose everything and then some. It took hitting rock bottom to realize that she needed to start fresh. It was only once she'd chucked all of the typical toxic motivators out the window that her real genius could shine through all the bullsh*t.

Full Interview Transcript

1. How would you describe your climb from growing up, to bankruptcy, to millionaire? And how does it feel to have come so far?

I grew up in Arkansas very poor, with a mother that was depressed on pain pills and a father that was a bipolar alcoholic. From an early age, I had the impression that money was my way out. If I could just make money, I would be somebody and I would mean something in the world.

By the time I was 22, I'd already been married, bankrupt (for the first time), divorced and attempted suicide. Shortly after that, I met and married a wealthy man who turned out to be abusive. I clawed my way out of that terrible situation to find myself divorced again and homeless with two boys under the age of 2. I continued to work multiple jobs and soon met my ex-husband of 26 years. He was a drummer who didn't have much to offer aside from his love at the time, which sounded like a dream after the last situation I was in. I constantly hustled and side hustled, but all my business ventures typically ended in failure. At 38 years old, I lost funding for a dot com recruiting platform that I'd invested our life savings into, leading to my second bankruptcy and what I call "the luxury of losing everything".

I vowed to leave business behind entirely and went on a four-year spiritual sabbatical. I looked back and realized that I'd spent my whole life husting, selling out and making deals that felt wrong in order to get something I thought I wanted. Basically, I'd lost it all and didn't even have a good time doing it! This is when everything changed for me. It was only when I changed my mindset to only follow ideas that lit me up that the real success started flowing. I was no longer living for external validation, but rather from the inside out. Ironically, it was once I'd sworn off business and chasing money that my success and wealth came.

2. You seem to be innately entrepreneurial person, was there any moment or experience in your life that made you really think: "This is what I have to do."

I've always been a natural creator. Growing up we had very little, so if I wanted a new outfit for my Barbie, I'd sew it myself. I've always had that spirit in me — but at one point I actually believed I was the worst entrepreneur in the world. I had more than a dozen failed businesses and two bankruptcies by the time I was 38, so I swore off business altogether. It wasn't until I realized chasing money and success wasn't making me happy and I did my internal work that Poo~Pourri was born.

A few years later, a friend of mine was interviewing and asked how I knew which ideas to follow — how could I tell which ones would turn out to be successful? The question piqued my interest. I realized it had nothing to do with the analytical or rational reasons a business should succeed. Rather, I remembered the feeling in my body when I first got the idea for Poo~Pourri. I felt a zing up my left arm, I got chill bumps, it felt like everything went into hi-def and I had so much energy to research and create because the idea wouldn't leave me alone. My curiosity continued and I had a conversation with Dr. Bruce Lipton to ask him a burning question: Can ideas be alive? His answer, in short, was: absolutely! He said that everything, including thoughts and ideas, has energy, and "every living thing is seeking more life-force energy." This was my aha moment. When I focused on ideas that gave me energy, that felt ALIVE, they turned out to be more resilient and successful. I followed the breadcrumbs of what made me feel alive and it's led me to here — what a wild ride!

3. What drives you to keep moving forward in life and in business after all the success you've attained thus far?

My ultimate goal is to reach my highest evolution in this lifetime. I strive to be lit up daily in my personal and business life and follow only things that resonate (though it's a practice and I misstep all the time). I love bringing alive ideas into physical form, and my businesses are those manifestations. I truly believe that I was lucky enough to have the luxury of losing everything. I know that at any time I can lose it all, and if that happens, I want to make sure I can look back and know I had a damn good time.

4. A lot of people feel that there is a big disconnect between capitalism and spiritually, but you seem to have found a sweet spot for both yourself and your business ventures. How closely intertwined is your spirituality with your entrepreneurial ventures? And why?

I don't think of things as being a part of my work life or a part of my personal spiritual life. It's all the same for me. Your external reality is just a reflection of your internal reality, so you have to do your personal work to shift from the inside out. Daily transcendental meditation is my number-one non-negotiable. Starting my day with space to clear out the noise of the outside world has been just as essential for my business as it has for my personal wellness. I share this gift with Poo~Pourri employees as well by offering TM training and Headspace app subscriptions and providing only healthy fuel and snacks in the office so we are all operating at optimal levels.

I also believe that there's nothing wrong with wanting money and success. Who wouldn't? But where I've found the most impact is in my actions. If I'm doing something or chasing an idea only to get money, it doesn't come. When I do my internal work and follow what's resonant because it feels good within my being, wouldn't you know that's when the money flows.

5. If you could go back in time and tell your younger self that you'd one day be one of America's richest self-made women by way of selling poop products, how do you think you'd react?

I'd lose my shit and probably laugh in your face because it would be so far beyond what I could have imagined. When I was little, I had the dream of working in a factory or at the post office because those were steady and consistent jobs. I wouldn't have ever even known to dream of being the one to finally break a pattern of generational poverty.

Breaking these types of patterns, the ones that are outdated and no longer serve us, is a huge passion of mine. I've got the world comfortable talking about shit, now what else can we get people to talk about?