Toning shoes, from Fit Flops to EasyTone to the Franken-foot MBTs, are a trizillion dollar business. The only women left in America not wearing them? The ones who don’t believe they work and the ones that think they’re hideous.

New Balance has solved the second problem, at least from my point of view, with its new toning collection called TrueBalance, which debuts this month.

Like its foremothers of toning footwear, TrueBalance shoes feature a destabilizing sole that “forces the body to maintain a natural balance with every step, activating muscles in the legs, glutes, and core.” Unlike the competition—and the Rock & Tone shoes that New Balance also just launched—the destabilization technology (AKA the ugly stuff) is hidden in the sole of the TrueBalance shoes.

“Because the hidden toning technology doesn’t shout to the world that she’s wearing a toning shoe, TrueBalance is, in essence, a hidden beauty secret,” reads the news release. So the question is, will hiding the tell-tale toning aspects of these shoes, like a wrinkle cream in the back of the medicine cabinet, appeal to women who’ve objected to wearing them? And not just for the aesthetic reasons. After all, no one’s the wiser.

TrueBalance shoes start at $89.99, www.nbwebexpress.com