Estás Bel: The shapewear company founded by a nurse that’s shaping Aussie women’s silhouettes
If the word ‘faja’, pronounced ‘faha’ doesn’t sound familiar to you, it’s because it’s a Spanish word, meaning girdle. Estás Bel is a new Australian company specialising in shapewear garments called fajas. Originating from Columbia, these fajas were originally intended for a totally different purpose. In fact, they were used in hospitals and clinics as post-op and post-partum garments.
Working as a Registered Nurse in Sydney, this was exactly what Belinda Tayi found when looking after patients who had recently gone for cosmetic procedures such as liposuction and Brazilian butt lifts (BBLs). However, she quickly realised that most post-op garments were not only expensive, but they were also decidedly unfashionable. So, she decided to create a brand focused on bringing affordable, trendy, unique and versatile fajas and shapewear to Australian women.
“Colombian fajas are considered the best girdles in the market as they are firmer and stronger than any other girdle available anywhere else. Due to their effectiveness, their usage has evolved and now women wear them as part of their everyday wardrobe to create a more shapely and slender look,” Tayi explained.
From nurse to designer
“Being able to launch the business as a busy mum and working full time has been an achievement and a challenge. Creating this brand has involved late nights, juggling work and motherhood. However, through it all, I’ve single-handedly researched and curated every design to bring you the latest innovations. Estás Bel brings the Columbian ethos of comfort and shape to Australian shores,” Tayi said.
“With every challenge birthing this brand, has been an opportunity to evolve, innovate, and remain committed to bringing and maintaining high quality products. We sell specific functionally designed garments which are the ideal solution to having a lifestyle full of control and comfort.
“One of the main challenges I faced was finding the right manufacturer to produce the best quality products that were also skin tone inclusive. As a woman of colour, having that range of garments in different skin tones was something that mattered to me, and it’s also a huge point of difference from other retailers.”
Functional yet comfortable
“Our garments are made with Powernet fabrics that are known for their resistance. As a fabric, they’re highly effective for shapewear. Some of our shapewear garments have butt lifting capabilities, giving women that trendy and desirable BBL look that’s so hot right now,” Tayi remarked.
“Besides functionality though, our garments are also comfortable and made with hypoallergenic fabrics that have been infused with Vitamin E to reduce skin inflammation, while also moisturising, nourishing and toning the skin.”
Gaining popularity in Australia
“I feel that Estás Bel is a pioneer in this market simply because it will be a store for exclusively for Colombian girdles and shapewear which is very popular overseas, and has yet to fully penetrate the Australian market. Colombian girdles are well known to be some of the best shapewear in other parts of the world; however, Australia has yet to jump into that wagon, and I’m here to change that,” Tayi continued.
“My vision for the company is to produce effective and inclusive shapewear, so as to empower women to feel beautiful, sensual and confident. The brand aspires to raise the bar for representation and inclusivity, with a goal of bringing innovative skin-tone inclusive shape wear for women look good and feel good. When women feel confident with how they look, it brings their confidence level to a new level. It’s an amazing feeling to know that this company I’ve founded can contribute to women looking and feeling confident.”
About Estás Bel
Estás Bel is an Australian brand that sells women's shape wear, girdles, fajas and body shaping accessories with a focus on everyday use, postpartum, and post-op. Estás Bel was founded in 2022 by Belinda Tayi, who is a registered nurse. Girdles are known as fajas (pronounced ‘faha’) in Spanish. Fajas were originally used in Columbia as medical grade compression garments after surgery. However, they have since evolved into everyday shapewear garments for women. Estás Bel was created by Tayi to be effective and inclusive, so as to empower women to feel beautiful, sensual and confident. The brand aspires to raise the bar for representation and inclusivity, with a goal of bringing innovative skin-tone inclusive shape wear for women look good and feel good.