Eve DeMartine, Popilush CEO and Founder

Eve DeMartine is a visionary entrepreneur and the founder and CEO of Popilush, a shapewear-forward fashion brand transforming how women experience style and comfort. Raised in Malaysia within a family-run herbal medicine business, Eve developed a deep-rooted understanding of customer care and entrepreneurship from an early age. Her transition to the U.S. marked the beginning of a multi-faceted career, but it wasn’t until becoming a mother that she saw an opportunity that would define her path. Struggling to find clothing that was both flattering and functional in her busy life, Eve had a “wow” moment: why not combine the structure of shapewear with the ease of a stylish dress? This led to the creation of Popilush’s flagship product, the shapewear dress, which quickly struck a chord with women worldwide. In October 2022, a viral influencer try-on video sparked $200,000 in sales in just one week on Amazon, catapulting the brand into the spotlight. In April 2025, Popilush achieved a major retail milestone by launching on Nordstrom.com, its first national retail partnership, further expanding its accessibility and visibility. Under Eve’s guidance, Popilush has experienced meteoric success, growing from $2 million in Gross Merchandise Value (GMV) in 2022 to $62 million in 2023. By 2024, the company surpassed $95 million in GMV and introduced the Bluetag COOLING Collection, which earned the Silver NY Product Design Award. Eve herself was honored with the Gold Stevie Award for Best Female Entrepreneur in Consumer Products in 2024 and named a 2025 Inc. Female Founders 500 honoree. What sets Eve apart is her unique blend of cultural insight, relentless innovation, and commitment to empowering women through fashion. From her beginnings with her family business to leading one of the fastest-growing fashion startups in the U.S., Eve’s story is a testament to resilience, vision, and the power of believing in your own “wow” moment.