Megababe

Before there was a balm, there was a blog. Katie Sturino spent over a decade inside fashion publicity — stints at Calvin Klein, Dolce & Gabbana, and Bobbi Brown, then her own accessories PR shop, Tinder — promoting other people's labels while privately struggling to find clothes and products made for a size-12-and-up body. In 2015 she turned that frustration into The 12ish Style, a styling platform for plus-size women, and built a devoted audience partly on the back of her rescued Cavalier King Charles spaniel, Toast, who became an Instagram celebrity in her own right. That platform mattered: it gave Sturino a direct line to the exact women the beauty aisle kept overlooking, and it is what let a body-care line launch without a traditional marketing budget.

The first product was personal. Chafing had dogged her since girlhood, and the only fixes on the market were aimed at marathon runners and cyclists, not at women in summer dresses. So the debut item, Thigh Rescue, was engineered as an anti-friction stick that glided on dry and stayed put through sweat — a deceptively simple silicone-and-emollient format that became the line's runaway anchor and remains its identity.

From there the catalog grew by tackling the bodily realities people rarely say out loud: underarm odor, body sweat, ingrown hairs, bumps, and more. The naming stayed deliberately blunt and funny — a rejection of the euphemism and shame that usually surround these topics. That tonal choice, more than any single formula, is what separated the brand: it treated chafe, sweat, and odor as ordinary logistics rather than secrets, and spoke to its customer as a peer who'd been there. The body-acceptance philosophy Sturino had been preaching online simply became the product strategy.

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