The brand has received endorsements from celebrities, such as Madonna, Gwyneth Paltrow, and Victoria Beckham. Because of this, Martin Penny won the North Region Consumer Products Entrepreneur of the Year in 2005 for the product, and Consumer Products Entrepreneur Of The Year. The product has been involved with many fashion shows, such as New York Fashion Week, Alice McCall, and Willow Lingerie, and also sponsored the 2004 season of reality TV program The Salon.