The way Iyia Liu made her millions is controversial among women.
Early last year, the budding 23-year-old entrepreneur made a snap decision at just the right time: she bought into the waist trainer market.
Bulk buying $5650 ($NZ6000) worth of corsets from a Chinese stockist, the commerce university student was floored by how quickly her product was snapped up by customers keen to accentuate their waistline.
Sales boomed after Liu marketed on Instagram and Facebook, prompting her to quickly pull together a team of eight to deal with the exponentially increasing demand. As of today, she has sold nearly 100,000 corsets.
In July, Liu – the daughter of property developers – paid lip kit aficionado Kylie Jenner a whopping $283,000 to share a selfie in one of her waist trainers on Instagram. It’s an investment she says took considerable time to pay off.