"Wait, women use RICE to pick breast implant sizes?"
This founder created a $20K/mo biz in 10mos. Here's how:
In 2022, Ashleigh DePopas was getting ready for a wedding with a friend who had just gotten breast implants.
Her friend explained how she picked her size – by filling pantyhose with RICE to create DIY breast implant sizers.
As a chemical engineer, and ex-founder, she immediately spotted 3 problems:
1️⃣ Rice density differs ~18% from medical silicone (meaning less accurate sizing insights).
2️⃣ Surgeons already have in-office sizers (but women only get 15-30 mins to try them during consults).
3️⃣ The stakes of choosing the wrong size: HIGH (undergoing an invasive, life-altering procedure).
💡That's when it clicked:
"It's Warby Parker for boobs!"
So she launched Auggie – a rental service letting women try different sizes for 7-14 days with their own clothes.
The results in just 10 months
(while pregnant/with a newborn):
✅ $240K annual run rate
✅ 1,000+ units sold
✅ Profitable business
✅ Hundreds of 5-star reviews
✅ Dozens of surgeon endorsements
And Ash is just getting started.
🔀 Here's the unexpected twist:
Some women try Auggie sizers and realize they love their natural breasts – saving them from a surgery they might have regretted.
📚 The lesson for founders:
Million-dollar opportunities are ideas are hiding in plain sight. You just need to find a problem people are already solving with a workaround...and turn it into a product.
What obvious solutions are hiding in your industry?
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Channel: Demand Curve
Published: 2025-04-28
Video URL: https://www.youtube.com/watch?v=xrIs2THStds