Wear Etalon® Corporation is a California-based company producing sustainable apparel that helps women solve posture issues. Etalon Posture Apparel is designed in California and sustainably manufactured in a female-owned company using fabric from rPET (recycled post-consumer plastic bottles).
Etalon® was founded in 2021 by a certified Pilates and Yoga instructor Kristina Rudzinskaya to promote healthy posture habits in women all over the world.
The company’s mission is to create alignment in people’s lives by helping them to create alignment in their bodies.
ABOUT THE PRODUCT
The Etalon® Posture Bra represents a groundbreaking design product aimed at revolutionizing posture support and promoting better spinal alignment. This innovative bra combines patent-pending technology, and a deep understanding of human biomechanics to create a functional and stylish solution for individuals seeking improved posture and overall well-being. Through meticulous design considerations and materials selection, the Etalon Posture Bra delivers exceptional comfort, support, and aesthetic appeal.
Etalon® apparel focuses on eliminating the habit (and negative effects) of slouching, by gently pulling your shoulders back and moving your shoulder blades closer together. Over time, this simple adjustment will have profound effects on your body. Etalon’s ® approach to posture enhancement is backed by over 30 clinical papers on the benefits of good posture.
- Adjustable technology;
- Suitable for daily wear: light material and breathable back;
- 14 sizes: breast support up to H cup;
- Versatile and elegant;
- Etalon® Posture Bra is FDA-registred, and FSA/HSA eligible.
TECHNOLOGY
The Etalon® Posture Bra is engineered for maximum effectiveness with six adjustable straps that work to engage the upper back muscles. Unique patent-pending technology improves proprioception and promotes better alignment, postural awareness, and muscle memory over time. Unlike most other posture correctors, Etalon® has customizable levels that meet you where you are in your posture journey. The bra helps you develop better alignment at your own comfort level and pace. This gradual approach makes for a more comfortable, gentle, and stress-free experience.
The Etalon® bra’s anatomical construction is suitable for every woman’s body and accommodates any type of physical activity as well as natural fluctuations that your body experiences throughout the day.
HOW ETALON® STARTED
Kristina Rudzinskaya, a STOTT-certified Pilates instructor and Yoga teacher, created Etalon®. Like many women, Kristina worked in the office, where people constantly slouched over their laptops. As a Pilates instructor, she gained confidence and wellness by improving her posture and body and wanted to help people gain postural awareness and live better lives. However, Kristina didn’t yet know how to do it at scale.
Kristina left her corporate job in a Fortune 500 company at the beginning of the pandemic to pursue this idea. While testing existing posture correctors in the market and interviewing people with posture issues, Kristina realized that lack of comfort and aesthetics are the main reasons that posture correctors don’t stick. She expressed her frustration with postural products to a friend who said “Why don’t you design a posture corrector? You already know so much, you can do it!” His encouragement helped her to start what you know today as Etalon®.
BUSINESS PERFORMANCE (WHAT ARE CURRENT ACHIEVEMENTS)
In 2022 Etalon® successfully got funded on Kickstarter in 10 days and launched the first Posture Bra online.
In June 2023 Etalon® won the prestigious San Francisco Design Week Award, among other companies like Ideo, Cisco, Waymo, Robinhood just to name a few. The SFDWA presented by the nonprofit organization San Francisco Design Week (SFDW). Etalon’s remarkable achievement comes in the FashTech category,
In July 2023 Etalon® was featured in “Wired Media” as one of “the Best Posture Correctors to Put a Stop to Your Slouch”.
In October 2023 Etalon® won the Gold Award for The Best Health and Wellness Product or Service for Women at the 16th Annual 2023 Globee® Awards.
In December 2023 Etalon® was featured in NBC Select as one of “the best posture correctors to support your health goals, according to experts”.
In April 2024 Etalon® was featured in the MCN article “Do posture correctors really work? Experts weigh in” as one of the recommended bras.
In May 2024 Etalon® released a new version based on customer feedback with a lighter material, bigger size range, and more comfortable chest straps, FDA-registered, HSA/FSA available. Etalon® is currently available for pre-order through the company’s website.
COMPETITORS
Forme, BetterCo, IntelliSkin, Kinflyte, UpRight, Brace.
ETALON®’s KEY DIFFERENTIATORS
- Orthopedist Approved: We’ve worked closely with orthopedic specialists to create a posture bra that not only feels good but is also beneficial for your back health.
- Ergonomic Design: Tailored for comfort, the Etalon Posture Bra 2.0 fits seamlessly into your daily routine, ensuring you can wear it all day without discomfort.
- Made by women for women.
- Patent pending technology.
- HSA/FSA Eligible: Investing in your health shouldn’t break the bank. Our posture bra is eligible for Health Savings Account (HSA) or Flexible Spending Account (FSA) purchases, making it easier for you to take a step toward better posture.
- FDA-Registered: Your trust is our priority. The Etalon Posture Bra 2.0 is FDA-registered, ensuring you’re choosing a product that meets strict health and safety standards.
MARKET OVERVIEW
The global posture correction products market was valued at USD 1.1 billion in 2022 and is expected to grow at a CAGR of 7.9% during the forecast period of 2022-2032 (According to the report by Outlook). The market is anticipated to surpass the valuation of USD 2.35 billion in the year 2032. This report suggests that the posture correction products market is growing rapidly and is expected to continue doing so over the next decade.
A CAGR of 7.9% is a significant growth rate, indicating that the market is likely to expand considerably over the forecast period. The projected market size of USD 2.35 billion in 2032 suggests that there is significant potential for growth and investment in this market.
Market Drivers:
- Increasing awareness about the importance of good posture and its benefits on overall health.
- The growing prevalence of back and neck pain among the population, leading to a greater demand for posture correction products.
- Rise in sedentary lifestyles and desk-bound jobs that encourage poor posture habits.
- Technological advancements in posture correction products, leading to the development of more advanced and effective products.
- Increasing consumer interest in health and wellness products.
Trends:
- Development of wearable posture correction devices that use sensors and smart technology to monitor and correct posture in real time.
- Growing popularity of posture correction products among athletes and fitness enthusiasts as a way to enhance performance and prevent injury.
- Emergence of eco-friendly and sustainable posture correction products, as consumers become more environmentally conscious.
- Increasing popularity of posture correction products for children and teenagers, as poor posture habits can develop at a young age.
