Australian athleisure label CSB is making a massive splash in the US market, fueled by organic celebrity sightings and high-growth sales. Founded by Rachel Dillon, the label has evolved from a Gold Coast boutique into a global competitor targeting the US consumer.
The 277% session spike following Hailey Bieber’s organic post
Hailey Bieber’s recent wardrobe choices have provided a massive boost to CSB. After the star was spotted in the Form Leisure Tank, product page sessions jumped by 277%, according to the report. This organic visibility led to an 89% jump in sales within just one week. This phenomenon isn't limited to Bieber; the brand has also seen significant traction through organic placements with Alix Earle and Dua Lipa.
Unlike traditional marketing, these moments feel authentic to consumers , which Dillon notes is vital in a landscape where audiences can easily spot orchestrated celebrity campaigns. This surge in interest has helped the company achieve 76% year-on-year global sales growth in 2025, as reported by the source.
Designing the "invisible scrunch" for a female-led market
Rachel Dillon founded CSB to fill a gap in the market for feminine, stylish activewear that aligns with a personal sense of style. Her journey began while studying at James Cook University in Queensland, where she built a fitness following through her "Move With Us" platform. Dillon realized that many gym-goers, including hersef, wanted strappy or backless tops that functioned like high-performance gear.
By focusing on design-led pieces like the "invisible scrunch" legging, CSB differentiates itself from male-founded giants such as Lululemon, Alo, and Vuori. The "invisible scrunch" is specifically designed to offer a sculpting effect that is subtle enough to transition from a workout to a coffee date or an airport run. dillon’s background in fitness provided the foundation for this design-first approach.
From Gold Coast roots to a 20,000-person Miami takeover
The brand has seen a massive 118% revenue increase in the US between 2024 and 2025, a surge that Dillon describes as somwehat "unintentional." While the brand started on the Gold Coast, social media buzz in the US has turned the label into a major player. To capitalize on this, CSB has moved from small pop-ups to large-scale activations, such as a recent 30-day event in the Miami Design District.
This activation saw 20,000 people visit the third-floor event space, with the brand reporting that over 70% of those customers were purchasing from CSB for the very first time. These physical touchpoints help the brand build a community that exists beyond the digital screen.
Will CSB maintain its community while scaling production?
As CSB prepares for expansion into markets like Singapore,the Middle East, and eventually the UK in 2027, several operational hurdles remain. The brand is currently scaling its workforce and production capabilities to prevent inventory shortages for viral styles like the freedom sculpt tank. However, it remains to be seen if the brand can manage this rapid growth without losing its core identity.
Specifically, can Rachel Dillon successfully "let go of control" to allow for professional scaling without diluting the "secret sauce" that built her hyper-engaged community? As the market becomes increasingly crowded with competitors, the brand must prove it can sustain its momentum beyond the initial viral spikes.
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