We’ve all talked about climate change and environment degradation and the growing need for climate action. But how about buying undergarments infused with vitamin C and ceramide, or made with leftover lemon waste, corn fibre and sugar beet—all of which are set to make your inner wear skin-friendly as well as sustainable?
Conscious consumerism is becoming a way of life, whether it be in fashion, beauty, accessories, home décor, or everyday lifestyle. The emerging trend, in which consumers make informed decisions about their purchases based on a growing awareness for organic alternatives, plant-based fibres, comfortable threads and flexible design, among others, is now also defining intimate wear for women.
“The lingerie industry lacked the best fit, lift and support as well as products that were environment friendly. We sought eco-friendly materials to reduce the environmental footprint. To ensure we were on the right track, we created prototypes and conducted in-depth interviews with around 50 women, including friends and family. Their feedback confirmed that there was a need for a brand that understood the unique challenges women encounter,” says Bhopal-based Heli Kool, co-founder of Intimate Queen, who started the intimate wellness brand in 2022 along with her sister Neli Kool.
Till date, the company has sold over 5,000 products with its maternity line being the bestsellers. It has seen a quarter-over-quarter growth of 70% with 100-120 orders every month combining both offline and online channels such as Amazon and its own website.
Intimate Queen’s products are designed to keep the delicate area healthy. For instance, the ‘Yew Tree Undies’ blends cotton with taxol from yew trees and known for its potential health benefits. The plant-based fabrics are breathable, wicking away moisture, and ideal for individuals with sensitive skin, while all materials are also renewable and biodegradable.
The company is piggybacking on the significant market for lingerie globally, which was valued at $88.32 billion in 2022 and is expected to grow at a CAGR of 6.1% from 2023 to 2030, as per Grand View Research. It is also cashing in on the noticeable change in consumer preferences in the sustainable lingerie market in India, which, in recent years, has seen increased awareness, particularly due to the impact of the pandemic, prompting consumers to prioritise wellness and hygiene.
“This shift is evident in the growing popularity of paraben-free, organic and chemical-free lingerie products available online. Consumers are now expanding their horizons to include wellness-focused options, creating a favourable market for such products. They now have a better understanding of the importance of comfort and fabric quality in their lingerie choices, making them more open to trying new options that emphasise hygiene and overall well-being. We have taken steps to ensure transparency in our processes and have obtained certifications like Oeko-Tex (a testing and certification system for textile products operated by a global network of franchised laboratories) and conducted lab tests through Intertek (a British multinational assurance, inspection, product testing and certification company) to reinforce our commitment to these principles,” says Heli.
In the near future, the brand is planning to introduce specialised regular-sized underwear to serve a broader customer base focusing on women’s wellness. “We have set a revenue target of `2 crore and plan to expand our online presence through various sales channels, with our Nykaa debut scheduled for December. We also intend to establish customised points of sale in strategic cities to enhance accessibility and address wellness issues affecting individuals with different abilities, offer maternity options, and provide solutions for incontinence,” she adds.