Paula Sojo’s Journey: From Ostomy Awareness to Fashion Empowerment
By: Allyson Mosser
Meet Paula Sojo—a social media star, entrepreneur, and ostomate. At just 22 years old, she has gained 328.1K TikTok followers while redefining what it means to live with an ostomy. "It’s really hard when you first get one and you're learning to cope with a body you didn’t necessarily ask for, but ostomies aren’t gross. They’re an opportunity to live again, and they should be treated as such," Paula shares. With this mindset, she created a brand that champions radical acceptance, representation, and a new, positive light for ostomies.
Diagnosed with Crohn’s Disease at 18, Paula endured a grueling six-month hospital stay, undergoing seventeen surgeries before receiving a permanent ostomy. An ostomy is a medical procedure that creates an external opening for the intestines when a person's digestive tract can no longer process waste. An ostomy bag is a prosthetic that collects waste through the surgically created opening. With two chronic illnesses and a life-changing surgery behind her, Paula faced not only immense physical challenges but also overwhelming mental battles. Surrounded by ostomates decades older than her, she felt isolated and as if her world had been turned upside down.
Then, on her 19th birthday, she came to a turning point—a package containing a handmade ostomy bag cover, from a family friend, Jennifer Bouma (she just so happens to be my grandmother). This simple gift flipped a switch for Paula... what was once a medical prosthetic suddenly transformed into a fashion accessory.
Recognizing the lack of representation for young ostomates on social media, Paula decided to share her story on TikTok, "I started sharing my experience online because I felt alone and was searching for a community of people who truly understood me." Her first video gained 20,000 views, reaching a community who shared her experience. Inspired, Paula continued posting, using fashion as a way to embrace her ostomy with confidence.
As her platform grew, so did her creativity. She began sewing ostomy bag covers by hand, matching them to her outfits, and even designing entire looks around them. The demand for her covers quickly increased, and Paula knew she had found her niche—a stylish alternative to the standard covers on the market, which often featured unappealing slogans like "shit happens." She sought out manufacturers, and her grandfather in Colombia stepped in to oversee production. Partnering with her brother, Daniel Sojo, a business student, she turned her vision into a reality. Ostome Fashion was officially born in 2023.
Today, the brand offers five unique collections: Satin, Cotton, Disco, Lace, and Swim. "Every collection holds a special place in my heart, as each one has played a role in shaping Ostome Fashion into what it is today," Paula says. Her personal favorite? The Disco Collection— bold, vibrant, and unapologetically expressive. Paula takes a hands-on approach to product development, wearing the first samples herself to ensure they are not only stylish but also practical. These covers provide ostomates with a confidence boost for all occasions while also helping to destigmatize ostomy bags.
When Paula first underwent the ostomy, she longed to see someone like herself—young and embracing life, experiencing the same. When she couldn't find that representation, she became it. "Representation in the ostomy community has meant everything to me. Having someone to look up to—someone who truly understood my experience—would have been transformative during my healing journey. That’s why I began sharing my story—to empower others to wear their bags loud and proud." Through her advocacy, Paula has not only grown in confidence but also helped countless others feel seen and supported.
Paula’s influence extends beyond social media. From walking the runway at an International Fashion Encounter show with her ostomy proudly on display to being featured in Teen Vogue and even gifting ostomy covers to public figures like Bella Thompson, her journey has been filled with milestones reinforcing her mission. "Every chance to educate and spread awareness is an opportunity to be the representation this community needs—and I am honored to use my voice to make a difference."
Of course, balancing chronic illness, social media, and running a small business doesn't come without challenges. Paula credits her success to the unwavering support of her family, friends, and fellow ostomates. "I feel incredibly lucky to have such an amazing family that has supported my dream from day one." Working alongside her brother and co-founder Daniel has strengthened their bond, and despite the inevitable challenges of a family business, she remains grounded in what matters most. "One of the most valuable lessons I’ve learned along the way is that, no matter what, family will always be the most important thing to me."
So, what’s next for Paula and Ostome Fashion? "Danny and I are incredibly excited to continue growing and expanding. We have some exciting new launches in the works and are actively developing new products that we can’t wait to share. More than anything, our goal is to reach and educate even more people, ensuring that our brand finds its way to those who need it most." For Paula, her ostomy bag gave her a second chance at life—a life beyond hospital walls, and an opportunity to make a real difference. Ostome Fashion isn’t just about ostomy covers; it’s about radical acceptance, representation, and rewriting the narrative around ostomies.
