Ruby Ribbon

Ruby Ribbon was founded in 2011 by Anna Zornosa, who had spent much of her career in the technology industry. The old Direct Sales Aid profile told how she struggled to find clothes she felt good in, discovered shapewear and wanted to make it easier for other women to wear. Working with designers from fashion, lingerie and activewear, she built a line around a shaping camisole. The Gotham Gal blog reported in September 2015 that Ruby Ribbon launched in 2012 and that more than 1,000 women were selling it in 48 states.

The company sold through independent Stylists and was a member of the Direct Selling Association. By 2017 it described a three-part collection of Shapewear, Essentials and Fashion, built on a slimming fabric it called Intomi. In September 2018 Lingerie Briefs reported that it had sold more than 500,000 of its wireless camisoles. Over time the line narrowed back to its core: camis, demiettes and shaping bottoms.

In March 2024, the Direct Selling Self-Regulatory Council closed an inquiry into social media posts by Stylists that made income and health claims, after Ruby Ribbon removed the posts. At that point the company listed its home in Burlingame, California. By 2025 its website gave an address in Westlake Village, California.

Ruby Ribbon's signature product was the Cami: a fitted camisole with built-in, wire-free bust support and compression through the torso. The company pitched it as a replacement for a bra. In 2025 the Original Cami sold for $86 to $110 and came in band sizes 32 to 50.

• Camis: the Original, Ultimate, Lace, Pin-Up, Athena, Second Skin and Everyday Shape Camis.
• Demiettes: shorter, bra-length versions of the camis.
• Bottoms: shaping shorts, thigh slimmers, briefs, bodysuits and pants.
• Fashion and extras: in various years, tops, skirts, cardigans, swimwear and accessories.

In its last years the company rated each piece on a Shape & Support Scale, from Level 2 smoothing to Level 5 maximum support and compression, so shoppers could match a style to how much hold they wanted.

Sellers were called Stylists. They held trunk shows, home parties where guests could feel and try on the line, and in later years ran parties online. Hostesses earned rewards in free product based on their party's sales. Stylists also had personal shopping links, and customers could search for a Stylist on the company's website.

Joining

In 2017 the company offered five starter kits, including Shape Business, Essentials Business, Top to Bottom, Ultimate Style and an online-only Ambassador kit. By June 2025 the only requirement was a $99 Business Basics Kit, with optional Savvy Stylist ($319) and Goal Getter ($599) kits that added product.

Pay

In 2017 Ruby Ribbon advertised commissions of up to 40% on personal sales, team earnings up to three generations down, a Fast Start program with product credits and a career path up to Senior Director. Earlier Direct Sales Aid content noted a base commission of 20% for new Stylists. The company published an income disclosure statement. Our older Ruby Ribbon opportunity page and Ruby Ribbon products page describe the plan and the line as they looked in earlier years, including the LEAP new-Stylist rewards.

In late June 2025 Ruby Ribbon posted a company closure statement titled “Confidence, Comfort, and a Heartfelt Goodbye.” It said open parties would close that day, qualifying Hostesses would be emailed reward coupons, gift cards would still be accepted and the full collection would be sold while supplies lasted. The company said the decision “was shaped by the many challenges facing today’s economy and retail landscape.”

“Today, with a heavy heart, we are letting our community know that Ruby Ribbon will begin the process of winding down our business.”

The Ruby Ribbon Team — company closure statement (rubyribbon.com), June 2025

Industry news coverage on June 30, 2025 reported that the last day of business would be August 25, 2025, possibly sooner if stock ran out, and that purchases after June were final sale. By early September 2025 the Ruby Ribbon homepage was an empty shell with no products. By February 2026 rubyribbon.com redirected to True Embrace.

True Embrace is a separate, women-owned company founded by Kimber Maderazzo and Rob Lafferty. It says it bought the original Ruby Ribbon intellectual property, including its fit technology, and is “not a continuation of the former company.” It still sells several Ruby Ribbon® styles online and runs its own True Ambassador referral program. For context on the wider party-plan world Ruby Ribbon belonged to, see our home party industry statistics.