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Kusha Kapila, a well-known digital creator, has entered the fashion industry with her shapewear brand UnderNeat. The brand, which launched recently, is heavily influenced by Kim Kardashian’s billion-dollar shapewear empire, SKIMS, and aims to follow a similar growth trajectory in India’s emerging market.
According to Money Control, UnderNeat has positioned itself as an accessible alternative to SKIMS, with prices 30-40% lower. The brand’s goal is to cater to young adults who usually shop from brands like H&M, Zivame, and Clovia. Offering light-to-medium control shapewear, UnderNeat plans to establish itself as a market leader in India’s growing shapewear industry.
Kim Kardashian’s SKIMS, launched in 2019, has reached a valuation of over $4 billion, with investors recognizing its massive potential early on. While the Indian shapewear market is already competitive—with brands like Zivame, Clovia, Triumph, and Dermawear—UnderNeat hopes to carve out a niche by leveraging Kusha Kapila’s personal brand and social media influence.
Kapila shared the launch announcement on Instagram, marking a significant shift as content creators increasingly turn to entrepreneurship. From beauty brands to fashion lines, digital influencers are leveraging their reach to build successful businesses.
With India’s shapewear industry expanding rapidly, will UnderNeat become the SKIMS of the Indian market? Only time will tell.
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