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Honeylove makes supportive shapewear, bras, bodysuits, and loungewear for women of all shapes and sizes.
Honeylove is a direct-to-consumer brand that sells shapewear and everyday undergarments to women. The company was built on a simple pitch: shapewear that actually holds you in without feeling like a punishment device. Its core products are sculpting bodysuits, bras, and tummy-control pieces, and it has expanded into loungewear so customers can wear the brand beyond special occasions. Everything is sold online through its own website, which means Honeylove keeps the retail margin a department store would normally take and owns the customer relationship directly.
The business earns money by selling its own branded products at mid-to-premium prices. Customers pay for fit and comfort as much as for shaping — the promise is that the garments smooth and support without digging, rolling, or needing to be peeled off at the end of the day. That positioning matters because traditional shapewear has a reputation for being uncomfortable and hard to size. Honeylove leans on inclusive sizing and a wide range of shades to serve women who felt ignored by older brands. What makes Honeylove interesting as a business is how it grew. It started as an online-only brand and built a following largely through word of mouth and social media rather than splashy advertising. That lean approach let it scale without the overhead of physical stores. More recently it has opened its own retail locations, a notable shift for a brand that built its identity online — a bet that customers want to touch and try on shapewear before buying. The shapewear market is crowded, with rivals ranging from legacy names to newer online brands and big retailers selling their own versions. Honeylove's edge is its brand and its direct connection to customers, but that also makes it vulnerable: it competes for attention online against companies with far deeper pockets. As a private company, it does not publish detailed financials, so its revenue and growth are not publicly disclosed.
The company's story also has a personal dimension. Honeylove was founded by Betsie Larkin, a former professional singer who started the business after struggling to find shapewear that worked for her. That founder-led origin helps explain the brand's emphasis on comfort and fit over old-school girdle-style compression. For now, Honeylove remains a private, founder-influenced brand betting that women will pay a premium for undergarments that feel good rather than just look smoothing.
Saved answer · last researched 15 Nov 2026