How Booby Tape Became A Global Multimillion Dollar Brand By Focusing On Breasts

When sisters Bianca and Bridgett Roccisano launched Booby Tape in 2018 — a breast care company that features boob lifting tapes, silicone inserts and nipple covers — they came up with the idea because there was no other product on the market that solved this problem: tape that could be used to create the effect of a breast lift, without actual plastic surgery.

You could say the breakthrough came from the natural breast lift — an easy, affordable solution for two large breasted sisters.

Today, Booby Tape, which is considered the original product for breast needs, is more than a product: the brand represents an entire universe for breast and chest care.

And that universe can now be found in over 40 countries worldwide and over 2,000 stockists.

Their goal? For Booby Tape to be known as the generic brand name for breast accessory solutions — essentially, what “Kleenex” is to tissues. 

Part of that is becoming a one-stop shop for breasts, which they are even closer to achieving after having launched Booby Tape Skin in February 2021. Booby Tape Skin includes cream, lotion and a pink clay mask, to make sure self-care and skincare encompasses breasts.

But the beauty of the Roccisano sisters’ success is that Booby Tape’s products work wonders — it’s not just hype. Booby Tape boasts a fusion of function and fashion, with great branding and a cheeky title to boot.

“What’s nice about Booby Tape is that it started from an actual struggle,” Bridgett explains. “Whenever I had an event to attend, I was going to the hardware store and buying gaffer tape and different electrical tapes, and was taping my boobs up and ripping my skin off in the process. I thought to myself, This is ridiculous, I’ll just buy boob tape. So I jumped online and I couldn’t find it anywhere! And that’s when we knew we needed to do something.”

They dove into product development and the rest is history.

“We figured that other women have the same struggles. And not everyone can afford a boob job, which is why that’s one of our taglines: ‘say goodbye to a $15,000 boob job.’ You don’t have to alter your body with surgery. We’re here to help for $21.95,” Bianca adds.

With awards like Australian Young Entrepreneur of the Year in 2020 (in Melbourne), celebrities like Lizzo, Sofia Richie, Doja Cat, Winnie Harlow, and Demi Lovato spotted in Booby Tape, and a presence in retailers like Pretty Little Thing, Revolve, Selfridges, Aritzia as well as the major pharmacy and supermarket chains in the UK and Australia, the Roccisano sisters have more than proven themselves as innovators and entrepreneurs.

The Roccisano sisters, who had come from humble beginnings while growing up in Australia, had already started two businesses when they were developing Booby Tape. Their entrepreneurial journey began with the launch of Melbourne Stylists in 2011. At the time, Bianca was 25 years old and Bridgett was 21.

They were taught to dream and think big by their parents, who showed them the importance of working hard for your money and the value of every dollar.

With a $200 investment to start Melbourne Stylists, Bianca and Bridgett had no money at the time. That money was used to build a website, as it was a service-based business.

Seven years into Melbourne Stylists, the sisters realized there was a demand for the fashion looks they were creating for the red carpet.

This led to the launch of Bianca and Bridgett, a women’s fashion label. Through seven years of experience with Melbourne Stylists, the entrepreneurial sisters turned their newest venture, Bianca and Bridgett, into a multimillion-dollar business in 12 months. They started with a $100,000 investment and repaid their bank loan within three weeks.

Next up was Booby Tape, which launched soon after Bianca and Bridgett. The Roccisano sisters applied the same scrappy approach to Booby Tape.

“We started the business with $15,000 — $1,000 of which we spent on a photoshoot. Even though we only had a little bit of product at the time, our philosophy was that if we wanted to be a global, multimillion-dollar brand, we needed to look like one.” Bianca shares.

(The $15,000 they used to self-fund Booby Tape came from their fashion brand, Bianca and Bridgett.)

“It’s an Australian-born company and we started this. And due to the branding and the marketing — which we’re very hands-on with — it looks like a global brand,” Bianca adds.

Their combined expertise and education also helped them build the business from the ground up: Bridgett studied graphic design (she created Booby Tape’s logo), while Bianca received a Bachelor of Law. Together, their combined expertise has helped Booby Tape and its spin-off products thrive.

Booby Tape Skin is the first skincare brand in the world designed specifically for breasts, based on the most popular issues women have when it comes to that region. The Roccisano sisters came up with the idea years ago and when COVID hit, they had the time to focus on it more and eventually launch it.

“We always wanted to expand the range, so that’s how Booby Tape Skin came about. Normally we didn’t have a minute to expand the business, so this was our time to launch the skin range — and it was a stay-at-home product,” explains Bianca.

Of course, you can use body or even facial skincare items on your breasts and décolletage, but the founder duo wanted to create products that specifically address chest skin issues.

Turns out they identified a collective need, where the demand indeed existed: Booby Tape was a multimillion-dollar business in year one. They’re projected to hit over $10 million revenue this year and $20 million in 2022, which will be Booby Tape’s fourth year in business.

Bianca shares: “People always ask us, what elements do you need to have a successful label? And I reply, You need branding. You need marketing. But most importantly, you need a product that actually works. And today you need proof — you can’t lie.”

The Roccisano sisters are adamant about showing the results on Booby Tape’s Instagram feed, with no filtering or retouching. And seeing is truly believing.

“You can see on our Instagram that we have women of all sizes, with no editing — we showcase stretch marks and all. We embrace the female body and it’s truly becoming a female empowerment brand.”

Thanks to the financial growth of Booby Tape alone, and the success of their two brands so far, Bianca and Bridgett have also launched a consulting agency on the side to help other female founders launch brands as well (in response to frequent requests for business advice).

“We created a ‘world’ first and we’re here to create a household name,” Bianca asserts. “We’re really proud. Booby Tape is our baby and our goal is to create a global brand. That’s what we’re here to do.”