Sophie Monk recently caused jaws to drop around the country with her eye-popping ARIAs outfit.
But while Twitter exploded with concern that Sophie's extremely plunging dress may cause her to have an embarrassing wardrobe malfunction on live TV — there were two women who definitely didn't flinch.
That's because sisters Bianca and Bridgett Roccisano knew the secret keeping Sophie safely in place — as they had made it.
The pair are the masterminds behind "Booby Tape", a $21.95 adhesive alternative to a bra that is so reliable, it's been hailed a "breast lift in a box".
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"Being naturally large breasted women we were resorting to industrial and hardware tape to hold our breasts up," Bianca told news.com.au.
"One day we said there has to be a product that is designed for breasts so we googled and googled and there was nothing. We then knew that something had to be done about this and boom that's how Booby Tape was born."
After investing $15,000 and completing a years worth of research, the siblings from Melbourne launched the hypo-allergenic tape in 2018 and in just 12 months it has become a multimillion-dollar company.
Unlike industrial tapes which can be difficult to take off and even damage or irritate skin, Booby Tape is gentler on skin. It is also purposely designed to "lift" the wearers breasts and not stick a garment down.
"Almost immediately we had an incredible response world wide," the 34-year-old said. "We were overwhelmed with women inundating our inbox with pictures of their before and afters."
It was such a success, the problem-solving product is now sold at major Australian retailers, including David Jones, Myer and Chemist Warehouse.
"That was a moment when we realised Booby Tape was becoming a global phenomenon and resonating with women everywhere," Bianca explained.
Last week, the brand got another boost of attention thanks to Sophie Monk, who revealed on Instagram her "boob operation" was thanks to the brand.
Her 555,000 followers went nuts for the visible cleavage boost, thanking Sophie for "keeping it real".
"Looking sensational and keeping it real," one wrote.
"Ummmmmm this is your hottest look for sure!!" another said.
"Hot diggity damn," someone else commented.
Other Australian stars are also fans, including Ines Basic and Jessika Power of MAFS fame who have both shared videos on how they use the product on their social media pages.
Bianca, who is also a lawyer while her sister Bridgett is a graphic designer, explained influencers have been a key part of their brand's success.
"Our launch party in Los Angeles really was a turning point for Booby Tape on social media," she said. "We gained almost 20,000 followers within a two-day period, helping us achieve our goal of making it a household name."
The sisters, who also own a Melbourne clothing label Bianca and Bridgett, said the brand earned its slogan "a breast lift in a box" from happy customers who compared the $22 item to a cheaper alternative to $15,000 breast lift surgery.
The product comes in a five metre roll in three shades, black, nude and brown. It can be cut and shaped in a variety of ways making it perfect for strapless dresses and outfits with difficult necklines.
"Customers love that our roll of tape is customisable and has a stretch capability of 170 per cent to move with your skin," she added. "This enables you to be even more supported than wearing a bra and is giving females the freedom to wear outfits which were never before possible."