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Flat Tummy Tea debuted on Instagram on 14 June 2013. It took time for the company to develop its current Instaesthetic: the tea was originally sold in transparent plastic bags that showed off the product’s earthiness; the label was a purplish blue; the font had yet to lose its serifs.



Let’s use our power for good by guilting @FlatTummyCo into taking down their Times Square billboard advertising appetite suppressants.


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African American and Latina models were prized because their posts “converted” well into sales, while models were downgraded if they were too “slutty” on the assumption that their followers would be mostly male.

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From there, the company started paying Instagram influencers and built an algorithm that could predict a model’s sales potential, Polmear said. By November 2015, the brand had racked up 500,000 Instagram followers and was sold to Canada’s Synergy CHC Corp for $10m in cash and stock.




As for the lollipops, they include Satiereal, which Flat Tummy calls a “clinically proven safe active ingredient”. Scherr pointed out that the study touted by Satiereal’s French manufacturer is from 2010, while a study published in 2018 found “no effects” on weight loss.


Barron defended Flat Tummy Co in her statement, writing: “We never have, and never will – promote unhealthy eating behaviours or anything of that nature. Every product we’ve created for this brand, and everything we do with this brand, is all about motivating women to make positive, healthy changes in their lives, and our products are designed to give them the boost in the right direction that they might be missing.”