FASHION WITHOUT THE ITCH - JULIEMAY’S SOLUTION FOR SENSITIVE SKIN
By: Zibah Olabode
In an industry primarily focused on style and aesthetics, comfort often contradicts what sells and what is desired. Amazingly, one in four people globally suffer from some sort of skin condition and that is something fashion brands ought to consider. This alarming fact suggests that there is a need for more fashion to consider comfort and sensitivity.
Juliemay has become a go-to brand for lingerie and swimwear that caters specifically to individuals who struggle to find options that won’t irritate their skin. The founder, Tiffany Chiu’s journey, began in 2018 after her mother began to experience heightened skin sensitivities. When they couldn’t find underwear to suit her skin condition she realized there was a gap in the market for allergy-friendly lingerie.
Image Source: Juliemay
This led her to create the UK’S first allergy friendly lingerie brand. Their designs are dermatologist-certified, organic underwear that eases discomfort from conditions like eczema, contact dermatitis and sensitivities that often affect women after menopause or surgeries.
Their lingerie collection consists of safe, hypoallergenic options are free from latex, harsh chemicals and synthetic materials.
According to Chiu, “Our mission extends beyond garments—it’s about empowering women with safe, comfortable solutions for skin sensitivities”. She further opines that what sets Juliemay apart from other lingerie brands is the commitment to using only the highest quality materials that are kind to the skin of their wearers.
Every piece in their collection is made from Authentic Silk and Pima Cotton, while every bra is lined with 100% Pure Silk; a soft, breathable fabric with natural protein fibers that are hypoallergenic and antibacterial.
The Organic Pima Cotton is a material unmatched in its softness. Due to its tightly woven strands, the materials are soft to touch, silky on the skin, breathable and durable. This provides even the most sensitive of skins with a gentle wearing experience.
The brand goes a step further to ensure that all their hooks and adjusters are acrylic, all elastic is wrapped in Pima Cotton, they are all tag free and they use the mildest of dyes to create every beautiful undergarment.
Image Source: Juliemay
Beyond the materials that are used to create their lingerie, the brand is intentional about their sustainable environment and supply chain.
Juliemay is a member of The Good Market, a curated community of ethical changemakers and they have also partnered with Greenspark to plant trees, rescue plastic bottles and offset carbon.
They are a recycling ambassador for The Bra Recyclers and donate to Smalls for All, Uncommon Threads, and other not-for-profit initiatives. This is undoubtedly the reason why they have been endorsed and certified by prestigious ethical and sustainable bodies, and has received multiple awards.
Juliemay Lingerie is certified by Allergy UK, reassuring consumers that they are safe for people allergic to synthetic fibers, latex, elastic, and sensitive skins.
The brand is approved by Menopause Expert Group to be safe and comfortable for those experiencing the symptoms of menopause due to their hypoallergenic attributes and naturally breathable design.
As Juliemay lingerie continues to be intentional about all things sustainability, they will inspire more brands to create sustainably and lead the path to a more sustainable future in fashion.