From flipping pallets to flipping the script on postpartum recovery—one mom turned a missing piece in maternity wear into a multimillion-dollar empire.
The niche no one saw coming? She built it.
- Mom-built, market-shaking brand 💥
- Misty Phases’ playbook for sellers 📖
- 5 ways to own your niche 🎯
SCRATCHING THE SURFACE
How one mom turned an untapped niche into a multimillion-dollar brand
What started as a side hustle flipping Amazon return pallets quickly turned into something much bigger. Lizeth Cuara, a Latina mother, took her firsthand struggles with postpartum recovery and turned them into a multimillion-dollar luxury shapewear brand—Misty Phases. 🤱
❗️ The gap she saw
Postpartum women are often overlooked—both in healthcare and fashion. Lizeth felt this deeply and saw a major gap:
- A lack of comfortable, supportive postpartum wear designed for real recovery.
- Little emphasis on body positivity during postpartum healing.
- Maternal health inequalities, especially for women of color.
✨ The brand she built
Misty Phases isn’t just about shapewear—it’s about reshaping the postpartum experience. Lizeth combined her ecommerce expertise with her personal journey to create:
- Comfort-first designs that support real recovery.
- Shapewear that helps women feel confident in their bodies post-birth.
- A mission-driven brand advocating for maternal health equality.
Misty Phases reflects a growing trend of entrepreneurs turning side hustles into purpose-driven brands. Lizeth’s story proves that lived-experiences can uncover market gaps and fuel purpose-driven businesses.
True enough, when you solve real problems, success follows.
TOGETHER WITH WALMART MARKETPLACE
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DIVING DEEPER
What sellers can learn from Misty Phases' success
For too long, new moms have been left choosing between stiff, medical-grade compression wear or flimsy, unsupportive options that do little for recovery. The founder of Misty Phases felt it herself and decided to change the narrative.
Here’s how she did it:
- Solving a real problem. Most brands overlook the unique needs of postpartum recovery. Misty Phases bridges that gap with compression garments that support healing—without sacrificing comfort or style.
- Building a community. Lizeth created a space where moms could share their experiences, struggles, and victories. This UGC strategy fostered loyalty and made customers feel truly seen. 🫂
- Leveraging ecommerce skills. Her experience flipping Amazon pallets gave her an edge in sourcing, logistics, and customer insights. That expertise helped Misty Phases grow into an efficient, customer-first brand.
- Mission-driven marketing. By putting purpose at the heart of her brand, Lizeth turned customers into advocates—fueling organic word-of-mouth growth.
Misty Phases wasn't just a product—it was a solution wrapped in empathy. A brand built by a mom, for moms; one that understands the real postpartum journey. 🤝
SUCCESS BLUEPRINT
5 strategies to tap into niche markets
Misty Phases started as a side hustle flipping Amazon return pallets. Today, it’s a multimillion-dollar luxury postpartum wear brand. Here’s how you can apply similar tactics:
- Build a brand that means something. Misty Phases’ mission to empower women and normalize postpartum recovery resonates with customers who want to support something bigger than just a product. 🛍️
- Go niche—but solve real problems. Solve hyper-specific problems for underserved audiences, and your product becomes a must-have.
- Master the art of storytelling. By sharing her Latina roots and motherhood experience, she made Misty Phases relatable. Authentic storytelling isn’t just marketing—it’s a competitive edge. 📝
- Leverage small business programs. Misty Phases tapped into Amazon’s Small Business Empowerment program to boost visibility. Whether it’s funding, partnerships, or marketplace tools, sellers should explore available resources to scale faster.
- Turn customers into brand advocates. Happy customers are your best marketers—invite them to share their experiences and watch word-of-mouth take off.
If Misty Phases can grow from flipping pallets to changing lives, so can you. Focus on purpose, community, and solving real needs—and your brand might be the next big thing.
