Why Rosie Dumbrell Built Everform and Why So Many Mothers See Themselves in It

There’s a moment many women remember clearly. Standing in front of the mirror during pregnancy or postpartum, pulling on a “support” garment that promises relief and delivers anything but. Uncomfortable. Unflattering. And somehow completely disconnected from what your body actually needs.

For Rosie Dumbrell, pelvic health physiotherapist, mum of four and founder of Everform Therapywear, that moment wasn’t just frustrating. It was a turning point.

“My own experiences in pregnancy and postpartum, as well as talking to my patients and other physios really sparked the desire to create something new in this space,” Rosie says. “I vividly remember putting on some pregnancy support shorts and being horrified at how they looked, felt and a complete lack of understanding of what my body actually needed, and knew I could do better.”

That instinct to do better sits at the heart of Everform. Not as a trend or a marketing angle, but as a response to the reality so many women quietly live with.

When ‘Normal’ Shouldn’t Mean Accepted

Pain. Leaking. Heaviness. Discomfort. For generations of mothers, these symptoms have been dismissed as part of the deal.

“Leaking, pain and prolapse are unfortunately incredibly common,” Rosie explains. “Because it is so common, I think we have ‘normalised’ it culturally. From my anecdotal experience, women often think, ‘isn’t it normal to leak a bit when you sneeze, to wear a pad to the gym or for my weekly netball game?”

The problem, she says, is not how common these issues are, but how often women are told to live with them.

“It’s common, but largely treatable, and not something women just have to ‘live with’,” Rosie says. “You don’t need to suffer in silence, or accept that there are so many things that you just can’t do anymore.”

This belief underpins Everform’s entire philosophy. Support women properly, educate them clearly, and stop telling them their discomfort is inevitable.

Designing for Real Bodies and Real Life

Everform sits at the intersection of function, fashion and female health, but its origin is deeply clinical. Rosie’s first products were shaped by what she saw missing in the market, especially for women recovering from vaginal birth or caesarean.

“The most prominent Australian brand offering pregnancy and postpartum support came initially from the lens of post c-section,” she says. “They are purely functional, with a massive ‘V’ at the crotch section, essentially a neon flashing light to the area they are supporting.”

Everform took a different approach.

“I knew we could provide more holistic support and also keep it discreet. Our medical grade support looks like normal activewear but provides the function and support of therapweary – something I’m really proud of and which ladders back to our brand ethos.”

That discretion matters. Not just physically, but emotionally. Because many women want support without feeling medicalised or exposed every time they get dressed.

Pelvic Floor Support Is About More Than Incontinence

Ask most people about pelvic floor health and the conversation stops at bladder leaks. Rosie is quick to explain that the reality is far more complex.

“The pelvic floor, core and posture are intimately linked,” she says. “We need to address dysfunction holistically, which is at the centre of the Everform designs.”

Her clinical background informs everything, from fabric placement to compression ratios.

“We take a pelvic floor first approach, prioritising support to the pelvic floor and organs, and matching this support with the right amount of abdominal support,” Rosie explains. “Too much can actually have negative consequences for the pelvic floor.”

For busy parents dealing with back pain, core weakness, posture issues or discomfort simply from carrying children day in and day out, this approach makes a tangible difference.

Motherhood, Mental Load and Making Self-Care Possible

Beyond the physical design, Rosie was deeply influenced by the mental load women carry.

“I believe that women need to be encouraged to look after themselves first, because they are the backbone of their families and communities,” she says.

Everform was designed to make support feel effortless.

“Everform makes getting back into exercise, rehab or just daily activities as easy as putting on your underwear,” Rosie explains. “The aesthetic is a silent nod to the idea that she deserves to feel, look and be her best.”

That philosophy is summed up simply in Everform’s ethos: so she can.

“So she can step back into the gym, run around the park with her kids, or stand up with confidence in the boardroom,” Rosie says. “That is the essence of our philosophy.”

The Reality of Building a Brand With Four Kids

Behind the scenes, Rosie’s days are anything but polished.

“Oof, do you really want to know?” she laughs. “It’s a 4 to 5am start, a lot of caffeine, some movement and nervous system support, even ten minutes.”

Her days involve coordinating school drop-offs, taking kids to the gym, juggling childcare, meetings with investors and staying flexible when plans inevitably change.

“Kids are running in and out of the background whilst I’m on meetings,” she says. “It’s a team effort, and an unrelenting passion for my work and my family.”

It’s the kind of honesty that resonates with parents who know that balance rarely looks tidy.

When It Became Bigger Than a Product

For Rosie, the impact of Everform is most visible in the stories women share.

“There have been many moments,” she says, “but it’s the individual stories that keep me motivated.”

She recalls one customer who had been considering a colostomy bag due to rectal prolapse and incontinence.

“After wearing our products daily for a couple of weeks, she wrote in saying that she no longer felt like she needed surgery.”

Another woman, Karen, had never been able to run without leaking.

“First run after her third child, no leakage whilst wearing Everform,” Rosie says.

It’s in these moments that Everform moves beyond clothing and into advocacy.

What Rosie Wants Every Mum to Hear

If Rosie could sit down with a mother who feels disconnected from her body, her message would be simple and deeply reassuring.

“That she isn’t alone, and that her feelings are valid,” she says. “Her body has gone through the most incredible transformation, has created life, and it’s going to take a while for things to get better.”

And importantly, that help exists.

“It is possible for things to feel great again,” Rosie says.

More Than a Brand, a Movement

Looking ahead, Rosie hopes Everform represents something bigger than therapywear.

“We hope to represent and foster a movement where women take control of their own health,” she says. “Where pelvic health education is a normal part of reproductive health discussions, similar to periods, birth control and consent.”

For Parenthood360 families, that mission feels timely and necessary. Because when women are supported properly, families thrive too.

Everform is not just changing how women feel in their bodies. It’s changing what they believe they have to accept.

And that shift matters. To check out their collections or find out more please click here https://everformwear.com.au/collections/all