How Rice-Filled Pantyhose Created a $20K/mo Business (Warby Parker for Boobs?!)

"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? 💬 Share with a founder who needs inspiration 👉 Follow Demand Curve for more growth insights 🔔 Join our Newsletter to get the full breakdown