By Heli Kools, Founder, Intimate Queen
Three years ago, Intimate Queen started with a question no one seemed to be asking:
“What if the problem isn’t your body but your underwear?”
As women, we’ve learned to live with discomfort quietly. We normalise adjusting straps mid-day. We tolerate seams that dig in. We keep drawers full of different sizes because nothing ever fits right all month. And we swap underwear two to three times a day because of moisture, discharge, itching, friction, rashes, and odour, which feel inevitable. In India’s tropical heat, changing underwear 2–3 times a day has become routine for many women. But it shouldn’t be.
From Discomfort to Discovery
As someone who’s bottom-heavy and between sizes, I’ve lived this struggle personally. The discomfort of friction burns during summer. The helplessness of recurring UTIs. The expense of buying fancy “intimate hygiene” products that do little more than mask symptoms. For the longest time, I thought: Maybe it’s just my body. But it wasn’t. It was the fabric. The fit. The underwear. That’s when my sister Neli and I decided to rebuild the intimate wear experience from scratch. Not just to make something pretty, but something powerful.
A Science-First Approach to Skin Wellness
We turned to what matters most: the skin. Not just the skin you see, but the skin you don’t talk about. Your intimate skin is thinner, more absorbent, and more prone to imbalance than any other part of your body. And yet, we use harsh fabrics, and poorly ventilated underwear and then wonder why discomfort shows up uninvited.
So, we worked with labs and advisors to ensure our intimates were:
pH-balancing
Antibacterial
Moisture-wicking
Friction-free
Breathable
Temperature-regulating
We used plant-based and OEKO-TEX certified blends made from lemon peel, corn PLA, yew tree, and regenerated cellulose. And every stitch of Intimate Queen is tested, not just marketed, to protect your skin, microbiome, and comfort. Tested for Indian humidity and real women’s feedback, Intimate Queen is proudly built for Indian skin and lifestyles.
10,000+ Women Strong, And a Movement Begins
Today, over 10,000 women across India trust Intimate Queen for their everyday wellness.
We’ve seen our panties replace entire drawers. We’ve heard women say: “I finally feel free in my own body.” And we’re only getting started.
Now in the US & UAE Because Wellness Has No Borders
So much for euphemism, but why should comfort be limited by geography?
This anniversary, we’re proud to announce that Intimate Queen is now shipping in the United States and the UAE. With region-based fulfilment and localised delivery, women across hot, humid, or fast-paced environments can now experience innerwear that works with their bodies, not against them.
Whether you're a runner in Dubai, a mother in Mumbai, or a working woman in New York, we’re here to support you where you need it most.
A Personal Note
Every time I see women spend on pH washes, creams, and other cheap underwear, I want to tell them:
Your skin isn’t weak. You just need underwear that cares for your skin. We care for our face with 10-step routines.
We wear SPF and serums. But when it comes to our most sensitive skin, the skin that feels everything, we choose the cheapest pack of panties? It’s time we stopped ignoring the unseen. Because how you feel in your skin matters. And Intimate Queen is here to remind you of that every single day. The softest choice for your most sensitive self.
With all my heart,
Heli Kools
Founder, Intimate Queen
🌿 Discover comfort crafted for Indian skin.
Shop now at www.intimatequeen.in
Global Store: www.intimatequeen.com
