‘Shocking’ way 21-year-old Aussie entrepreneur earns $1 million a month
An e-comm expert has explained the incredible rise of a popular Aussie influencer in the business world, labelling it “really impressive”.
A 21-year-old social media star has become a millionaire selling what one expert described as “the best tank top on the planet”.
Sophia Begg, known as “sophadophaa” to her more than 2 million followers, recently won the 2025 TikTok Business of the Year award for her relatively new fashion brand, All for Mimi.
Alongside her mum, Suzy Cotter, the e-commerce biz opened up shop in 2023, leveraging Begg’s huge online presence as a marketing strategy.
Despite still very much being a start-up company, All for Mimi is now a multimillion-dollar brand, an achievement e-commerce growth expert, Jay Wright, credits to a single product.
“Sophia has taken a generally ignored product, the tank top, and she’s actually made it better,” he told news.com.au.
“She’s clearly spent a lot of time in product development, in the material selection, in the construction, and she’s made arguably the best tank top on the planet.
“Even thought it seems like a very simple product, she’s put the time and effort into creating something for her community that she thinks should exist, and I think that’s a signature visible in every successful e-commerce businesses. Bringing something into the world that people actually want and there’s a gap for.”
Begg said the idea for the $59 product came out of a problem she had with her own wardrobe.
“I was getting ready to head into the office one day about a year ago and went into my ‘tank’ drawer,” she told news.com.au.
“I rummaged through about 30 white tanks that I had, and couldn’t find one, amongst a whole drawer, that I actually loved and wanted to wear.
“That day I went into the office and decided we needed to make THE tank that I wanted to reach for every day.”
Mr Wright, who currently is helping more than 4000 brands across the Australia, New Zealand and the US to grow their online businesses with his coaching company, Ecommerce Equation, used industry software to glean data showing just how popular the product is.
SHOPPING: Buy the viral ‘boob job’ tank
“Often with these large brands or influencer overnight success stories, I like to delve into the numbers and learn what I can,” he explained.
“With bigger companies, such as fashion brand Meshki, there are public filings because the company is turning over more than $50 million, so I can get hold of audited reports from ASIC as you can buy those.
“But for someone like Sophia, who isn’t quite at that financial mark and is pretty new, there’s analytical software that can give you a pretty good estimate of where the company is at.”
After cross-referencing the data against companies of a similar scale, the result is a detailed estimate of All for Mimi’s finances, that Mr Wright said would be “pretty accurate”.
Following the exercise, the e-comm guru was able to determine the online store was “making over a million dollars a month”, with the tank coming out on top as the brand’s biggest seller.
“The most surprising thing is that she’s been able to do it all organically, it’s one of the most shocking things about this brand’s success,” he explained.
“It’s honestly not that uncommon to earn a million bucks in business, but what makes it very unique is that she has done it without paid Meta ads.
“Typically, a fashion brand would be spending 20 to 30 per cent of its turnover on ads in order to achieve that level of revenue.
“But the fact that she is a social media phenomenon, and is able to drive that traffic with organic content, I think that is the bit that is really impressive.”
Begg said hitting such a high milestone was a feat that felt “surreal and still shocks me to this day”.
“It makes me so happy that something we have created has made so many feel so beautiful and confident,” she told news.com.au.
“The whole reason I started AFM was to create pieces that made people feel beautiful and confident so im so glad the tank has done just that.”
Demand for the product, which comes in 8 different colours, has seen it sell out multiple times.
“It was a very stressful few months in terms of customer service and production but now we are confident we can finally keep them in stock,” she shared.
“We have now finally caught up with demand after 6 wild restocks that saw the tank sell out within minutes.”
As well as her big win at the TikTok Australia awards earlier in the month, the popular social media star has also just earned another huge title after making the Forbes Australia 30 Under 30 list.
“To be honest I haven’t really had the time to step back and think about it as my life has been so crazy this year. It still doesn’t feel real.
“I’m so beyond grateful for the support and love AFM has received the past 2 years and to our amazing community for making moments like this possible.”
On social media, customers have raved about the tanks, describing them as giving an instant “boob job” effect, and praising the inclusive sizing which goes from XS to 3XL.
Fashion influencer, Jacquie Alexander, who regularly posts about having a smaller chest, is obsessed with the top.
“I’m actually dead. I don’t know what Miss Sophadopha has put in this thing but guys, I have boobs,” she said in a video recently.
Others agreed, with one stating: “All my money is spent on these.”
Mr Wright added that his own video on All for Mimi’s success was also flooded with similar comments.
“That’s what happens when women make clothes for women. Her tanks are so good,” noted one.
“Those tanks are SO good,” agreed another.
And if you’re wondering what colour is the most popular, Mr Wright’s data estimates it is the classic white, closely followed by the black, then “espresso” brown.
“When you pair her reach with the dedication of bringing a product into the world that is uniquely better than anything else, that’s when I think you get this magic formula,” he concluded.
So what’s next for All for Mimi? According to Begg, it’s probably more tanks.
“We have so many exciting new launches and potentially some new colours of our viral tank. I’m so excited to see what 2026 has in store for AFM.”
Originally published as ‘Shocking’ way 21-year-old Aussie entrepreneur earns $1 million a month
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