In an industry that blatantly excludes any women over size 12, blogger Katie Sturino has established herself as a powerful force for change. With the 12ish Style, Sturino has been demanding increased accountability from retailers and brands. Her efforts touched a cord with a number of women across America, as her 250,000 plus Instagram followers illustrate as she continues to lead the charge.

The blogger has now focused her inclusivity efforts to beauty. Megababe is Sturino's innovative beauty and personal care brand that addresses the everyday body discomfort issues affecting most plus-sized women. From thigh chafe, and boob sweat -- the body positive label has a product for every such issue long ignored by the personal care space.

In an exclusive chat, she talks to AS IF about the state of plus size fashion, rigid beauty standards, and how women can be nicer to their bodies.

AS IF: What prompted you to launch 12ish style?

Katie Sturnio: I started the 12ish Style because I wanted to help other women navigate a retail world that was not inviting to us. It has evolved into a space for body positivity at all sizes and hopefully a spot to come to feel inspired to love your body.

What are some of your biggest concerns regarding plus size fashion today?

I would say that quality is a concern. We have very limited options for well made clothing that will last more than a season. The other concern is that brands who are launching plus are not doing it in a fully inclusive way. They tend to offer 10 percent of their line in extended sizes and pat themselves on the back.

As designers and brands increasingly expand their size range, do you think there are still strides need to be made in terms of quality and fit?

Yes! Absolutely. Brands will have to learn that they must re-cut the patterns for plus offerings but that the investment will be worth it because you are more than doubling the amount of women that will be invited to shop!

According to you, how much of this plus size inclusion is pure PR and how much of it is genuine effort?

A lot of it is PR. I watched a "cool" brand do a plus size launch this summer with a blogger, only to not take the momentum and continue offering extended sizes in their regular range. Very disappointing to see and it felt like a PR stunt.

Tell me about Megababe beauty and what motivated you to create the products?

I wanted to offer solutions to everyday problems like thigh chafe and boob sweat, but with an empowering and celebratory vibe. These issues have been ignored by the beauty industry and I personally have been using products made for and marketed towards men for years. I am so proud of Megababe and the small changes we have brought into womens lives that make them more confident.

What are some of the unattainable beauty standards that still need to be dismantled?

The list is too long for this article, lol.