Amid “skinny is back” chatter, Bustr’s user growth signals durable demand for body-inclusive content

Runway recaps may be trending thinner, but audience behavior tells a different story. Bustr, a dating app centered on curvy women, reports a 25% year-over-year lift in active users and a 15% increase in premium memberships in its 2025 Body Confidence and Social Trends Report. That momentum tracks with a broader market signal: the plus-size clothing category is projected to hit $375.7B by 2030, suggesting consumer intent hasn’t pivoted with the latest aesthetic cycle. Worth noting for brands: Bustr attributes some of its growth to frustration with “mainstream apps” deprioritizing curvy profiles-an allegation from the company, not independently verified-but it underscores a familiar dynamic in social: when people feel unseen in the feed, they migrate to spaces where they are the norm.

The key takeaway here: don’t let runway narratives overwrite your data. If your audience skews diverse in body type, inclusive creative still performs-and probably more consistently than trend-chasing. What this means for creators is straightforward: lean into authenticity and casting that mirrors your community, not a passing editorial mood. For brands and agencies, re-check your briefs, talent pools, and paid social segmentation to ensure body-diverse representation isn’t a seasonal toggle. Test different visual treatments and copy lines that emphasize fit, comfort, and confidence; measure downstream actions, not just engagement spikes. The bigger picture is platform behavior: niche communities that center identity and safety continue to grow when mainstream feeds feel hostile or homogenized. That’s a reminder to invest in brand safety, moderation, and creator partnerships that foster belonging-because loyalty compounds where people feel respected. In a year likely to be full of “is X trend over?” hot takes, the practical move is to prioritize inclusive strategy backed by your own performance data. Trends cycle; demand endures.