About Us / About Amanda

The Company Story

The man who said, “Everything that can be invented has been invented,” never wore a bra. When the head of the U.S. Patent Office said this in the late 1800s, he clearly had no idea of the future need for a bra that slims a woman’s back and sides thus eliminating bra bulges.  Amanda Horan Kennedy invented Sassybax® bras in 2004, selling 1 million dollars of product within the first year from her garage in Marina del Rey, California. Her first retail customer was Neiman Marcus, and the company was featured on The Today Show, The View, Good Morning America, Time Magazine, and Oprah Magazine in the first 2 years.

Like many innovative products, Sassybax® was born out of American ingenuity. In an effort to solve her own dislike of bras because of the lack of comfort and the fact that the back strap caused unattractive bulges on her back and sides, Amanda was determined to solve the problem.  Amanda concluded that if control-top pantyhose could smooth out a woman’s bottom half, a bra should be able to do the same thing for the upper half. Amanda created a crude prototype out of a pair of pantyhose and cups she snipped from an old bra, found a manufacturer, and created the product which remains her #1 selling item 12 years later.

 A Few Facts About Sassybax® founder Amanda

The dual role of designer and president of Sassybax® is Amanda’s third work career, following over a decade of acting on television and in movies, and then seven years as a Clinical Psychologist. 

Amanda’s background in the fashion world started indirectly when at 14 years old she was asked to be a photography model for Hallmark Cards in Kansas City for a series of greeting cards. While attending Southern Methodist University as a Fine Arts and Journalism major, Amanda’s love of fashion prompted her to model after classes in Dallas for the iconic Kim Dawson Agency. That led to winning the Miss Texas USA title and placing 2nd runner up at the Miss USA pageant. From that platform, Amanda moved to Los Angeles to pursue and an acting career.

Within weeks of arriving in LA, Amanda became a working actress starring in shows including Cheers, Remington Steele, Hart to Hart, Chips, Matt Houston, BJ & the Bear, Quantum Leap, and My Two Dads. In addition, she acted in over 200 hours of national television commercials for the brands Michelob, Lean Cuisine, Clairol, Gallo Wines, and Secret.  Six movies and many print ad campaigns also made her a "mini-celebrity", as she calls her level of fame.  "For years, I was recognized in public and asked for my autograph and was always surprised because I didn't feel famous. I worked with so many huge stars like Peter O'Toole, Ted Danson, Danny DeVito, Robert Wagner, and Pierce Brosnan, it was humbling. They were true celebrities."

After acting for 12 years with her tenable success, Amanda wanted a change.  Since she had not completed her Bachelor’s Degree, shortly after her 31st birthday, Amanda returned to a university in Los Angeles, earning a Bachelor’s Degree in Psychology and a Master's Degree in Clinical Psychology.  Amanda opened a private consulting practice in Los Angeles specializing in women's issues. When Amanda invented Sassybax®, she started the new business.  

Amanda is still helping women improve their lives, but now it's with her commitment to comfortable, slimming, and post surgical bras and a focused line of Body Wear.

Sassybax® supports a variety of charities including The Humane Society of the United States, The Humane Society International, and Breast Investigators.

Amanda's products are made in the USA and Canada in order to maintain their uncompromising quality. 

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Amanda Horan Kennedy
President & Founder

Sassybax®

Supporting Women in Comfort

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