The Queen's POV
It's Not You. It’s Your Underwear: 3 Years of Redefining Intimate Wellness
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-balancingAntibacterialMoisture-wickingFriction-freeBreathableTemperature-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 KoolsFounder, Intimate Queen 🌿 Discover comfort crafted for Indian skin.Shop now at www.intimatequeen.inGlobal Store: www.intimatequeen.com
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Why Everyone’s Switching To Body Adaptive Underwear
- Written by Gaurav Parab Traditional underwear isn’t always the nicest for your skin. One day it fits, the next it’s digging in. That’s where body-adaptive lingerie comes in. This is where stretchable lingerie comes in. It is an incredible innovation in the world of intimate wear, offering a new level of comfort and versatility that traditional lingerie simply can’t match. Designed to adjust to your body’s natural changes, it provides a fit that moves with you, offering unmatched support throughout the day.Be it daily bloating, natural weight shifts, PCOS/PCOD weight fluctuations, or the evolving body during and after pregnancy, body-adaptive lingerie provides gentle shaping or eliminates discomfort. It delivers several benefits that make it a game-changer for modern women. Here’s why body adaptive underwear is taking over. What Is Body Adaptive Underwear? Body adaptive underwear is designed to conform to your body’s shape, movements, and temperature throughout the day. The science behind it combines innovative textiles, smart construction, and ergonomic design principles. You’ll usually find materials like Lycra and Spandex that are extremely stretchable. Additionally, moisture-wicking fabrics such as bamboo and micro modal are used to craft body-adaptive lingerie, giving a fresh feel all day long. Design-wise, it’s smart too. Many styles use gentle compression zones to support areas like the waist, hips, and thighs, without ever feeling tight. And to keep things smooth under clothes (and irritation-free), most pieces are made as seamless underwear.More and more brands are embracing sustainable fabrics and materials to craft size-inclusive lingerie, like Intimate Queen’s Cotton Seamless and Corn Bae Undies, which are made using innovative fabrics derived from cotton and corn waste. Who Should Wear It? Body-adaptive underwear is perfect for anyone who wants comfort, no matter how their body changes. It's especially great for: New Mom or moms-to-be: Your body changes during and after pregnancy, but with body adaptive underwear, you won’t need to keep buying new pairs to fit those changes.Women with fluctuating weight: Whether it’s due to hormonal changes, PCOS, or lifestyle, this underwear adapts to your body and stays comfortable all day.Women With Sensitive skin: If your skin is prone to irritation and rashes, opting for stretchable lingerie can be a lifesaver.People with a physically active lifestyle: If you're into running, yoga, or outdoor sports, this underwear moves with you. It keeps you comfy, no matter how active your day gets. Regular Undies vs Body Adaptive Underwear Comfort - They can get pretty uncomfortable after a while, especially when they start digging. However, stretchable underwears mould to your body and feels like you’re barely wearing anything.Material - Usually made from stiff fabrics that aren’t all that breathable. On the other hand, body adaptive undies are crafted from Soft, breathable, and moisture-wicking materials, so you stay cool and comfy.Seamless Design - Regular undies often show through clothes with bulky seams, while body-adaptive undies usually come in a seamless style that stays invisible under anything you wear. Myth About Body Adaptive Innerwear Here are some of the infamous misconceptions about body-adaptive lingerie: “It is for Plus-size or curvy bodies”It’s for every body. Whether you are petite, athletic or somewhere in between, stretchable lingerie offers the most comfortable panties for the Indian body.“It looks plain and boring”You’ll find everything from everyday basics to lacy, elegant pieces—all in adaptive designs.“It’s just a fancy word for stretchy.”Body-adaptive lingerie uses smart cuts and materials that move with your body, not just stretch awkwardly. (Lemon bae explanation & link)Check out Intimate Queen’s Lemon Bae, which offers a fit that adapts to your shape, whether you're bloated, busy, or both.“It won’t last as long as regular lingerie.”High-quality adaptive lingerie is built to last, with durable fabrics that keep their shape wash after wash. Lemon Bae undies are made with durable, shape-retaining fabrics that have been tested through 120 washes, proving 4x more durable than regular undies. While most lose their elasticity over time, ours hold their adaptive fit and comfort, wash after wash. Body-adaptive lingerie is finally having its moment in India. More and more people are ditching stiff, one-size-fits-all styles for pieces that actually move with their bodies. Whether it's the changing weather, long workdays, or just the way our bodies shift and change, comfort has become non-negotiable.Indian brands are starting to get it, and Intimate Queen is right at the forefront. We're talking body-adaptive fits that feel like they were made just for you, crafted from skin-friendly, breathable materials that are gentle on your body and kind to the planet. It’s the kind of lingerie that feels good, looks good, and does good! READ THIS NEXT Plant-Based Underwear in India: Why Women Are Switching in 2025 Buying Bras Online in India: 7 Mistakes to Avoid (and What to Look For) Why Modal Fabric is Ideal for Your Intimate Wellness Why Lemon Peel Fabric Is Revolutionising Intimate Hygiene Moisture-Wicking Underwear for Women: What It Is & Why You Need It Why Everyone’s Switching To Body Adaptive Underwear Postpartum Lingerie for New Moms
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Top 8 Women's Underwear Brands: Comfort, Style and Intimate Health
Written By - Gaurav Parab When it comes to women’s lingerie brands in India, there are a ton of options out there. But let’s be real: there are only a select few brands that provide comfort and wellness without compromising on style. And if you take skin sensitivities into account the list gets shorter. We’ve all had that one bra or panty that felt like a mistake the second we put it on. The good news? You don’t have to settle anymore! Here are the top 8 women’s underwear brands that tick all the boxes: Intimate Queen Intimate Queen is one of the best innerwear brands in the Indian lingerie market. This wellness intimate wear brand offers some of the most comfortable and well-tailored products without losing a sense of verve. The secret? Unlike conventional lingerie brands, Intimate Queen focuses on health-conscious, sustainable materials to reduce irritation and bacteria buildup, making their products especially appealing for women with sensitive skin. Intimate Queen’s products are made from luxe, Oeko-Tex-certified fabrics that keep your pH in check, fight bacteria, and wick away moisture so you stay fresh, comfy, and totally unbothered all day. With body-adaptive fits, it hugs your shape through every change so you don’t have to keep buying new pieces just because your body fluctuates. Whether you’re expecting, postpartum, or just going through the ups and downs of life, our maternity-friendly designs have your back keeping you comfy and supported, always. If you’re looking for lingerie that feels effortless yet luxurious, Intimate Queen is worth checking out. Best-selling products: Ceramide Bra Meet Intimate Queen’s Ceramide Wireless Bra super light, crazy comfy, and packed with skin-loving ceramides for all-day moisture. No wires, no friction, just a smooth, breathable fit that feels like a dream! What sets it apart from other brands is the fabric itself. The fabric is infused with essential ceramides derived from plants to provide a cooling effect 24/7. Lemon Bae The ultimate seamless underwear, Lemon Bae feels like a second skin! The gusset lining is made of lemon peels & other citrus waste for all-day freshness, it’s breathable, moisture-wicking, and adapts to your body no digging, no panty lines, just pure comfort! The fabric is called “Airybliss” designed by Intimate Queen. Corn Bae Meet Lacy Corn Bae, the breathable, all-weather underwear you’ll never want to take off! The crotch area is made from eco-friendly corn fabric and cotton. It’s ultra-soft, moisture-wicking, and adapts to your body for a no-dig, no-itch fit. Stay fresh, comfy, and irritation-free no matter the weather! Jockey Jockey has become a household name when it comes to innerwear, and for good reason! They’ve earned a solid reputation for providing comfort, durability, and practicality that you can rely on. Whether you need a breathable cotton brief, a supportive sports bra, or seamless underwear for all-day wear, Jockey has options for every occasion. The brand is known for its classic, no-fuss designs that prioritise fit and functionality, making it a go-to for women who want reliable, long-lasting lingerie. Plus, you can find Jockey pretty much everywhere online, in stores, you name it. So, no excuses for wearing uncomfortable lingerie! If you want innerwear that’s comfy, durable, and never lets you down, Jockey is a total no-brainer! That said, its designs are often considered basic or one-dimensional, with fewer trendy or fashionable options compared to other brands. Zivame Zivame offers a ton of innerwear options which include bras, panties, shapewear, sleepwear, and activewear. Zivame caters to various body types with comfortable, body-friendly designs, including wireless bras, seamless lingerie, and maternity-friendly options. The brand also offers shapewear and activewear, blending style with functionality. Positioned as a mid-range brand, Zivame makes quality lingerie more accessible with frequent discounts. Although Zivame started as an online brand, it has since expanded into stores across India, giving customers the option to shop in person. On the downside, some users have reported inconsistencies in sizing across different product lines. Clovia Clovia is that fun, budget-friendly lingerie brand that’s all about mixing comfort with cute, trendy designs. Whether you’re looking for everyday basics, flirty prints, or shapewear that actually fits, Clovia’s got you covered. Clovia isn’t just about looking good; it’s designed to support you through all of life’s changes, from workouts to lazy Sundays. With a mix of fun styles, practical picks, and body-friendly fabrics, it’s no surprise that Clovia is one of the most reputable women’s underwear brands. That being said, its affordability sometimes comes at the cost of durability, as some customers report fabric wear and tear over time. Enamor Enamor is one of the most popular premium women's underwear brands in India. Enamor offers a range of bras, panties, shapewear, and loungewear that feel as good as they look. Enamor focuses on high-quality fabrics and expert tailoring. Their collections feature breathable cotton, soft microfibers, and lace detailing that elevate both comfort and aesthetics. Whether you’re after everyday essentials or something a bit more luxurious, Enamor delivers with its sophisticated yet practical designs. However, Enamor's premium pricing can be a drawback for budget-conscious shoppers. Amante Amante is an incredible mid to premium level lingerie brand from South Asia. Their collections cater to various needs. Comfort is the heart of Amante; their underwear is light and breathable, providing a barely-there sensation, which is a huge blessing. The brand offers a blend of functionality and fashion. They come out with seasonal collections with unique designs to keep things fresh. Although comfort takes the center stage, the brand is known for ethical sourcing and eco-friendly manufacturing, which is the perfect icing on the cake. The only drawback of the brand is that its availability in physical stores can be limited, making it harder to try before purchasing. PrettySecrets PrettySecrets is a lively and youthful lingerie brand that embraces trendy designs, vibrant colours, and everyday comfort. If you’re into cute and playful styles that don’t skimp on fit, this brand is definitely one to explore. Their collection features everything from bras and panties to sleepwear, activewear, and swimwear, all crafted to be both stylish and practical. One of the standout features of PrettySecrets is its affordability; you can snag fashionable lingerie without breaking the bank. Although PrettySecretsi is a great budget choice, some customers report quality issues in their lower-priced products. The brand often rolls out discounts and bundle deals, making it super easy for budget-savvy shoppers to find something they love. Marks & Spencer Marks and Spencer is a British retail giant. Since entering India, M&S has expanded its reach with multiple stores across major cities and a strong online presence, making it easier for Indian shoppers to access its products. Marks & Spencer lingerie is that perfect mix of chic, comfy, and totally reliable, basically, the kind of lingerie you never regret buying. Additionally, M&S is making moves with eco-friendly fabrics and ethical sourcing, so you can feel good about your lingerie choices. However, Marks & Spencer's lingerie is often positioned at a higher price point compared to some other brands, which may be a consideration for budget-conscious. Also, the choices of fabrics are conventional & not futuristic. With so many brands stepping up their game, you can finally have it all comfort, style, and sustainability, all wrapped up in lingerie that actually fits your life. You don’t have to settle for itchy lace, awkward fits, or overpriced hype anymore. With more brands putting real thought into design and material choices, the customer you are the real winner. So go ahead, upgrade your top drawer and find lingerie that makes you feel amazing every single day! READ THIS NEXT Plant-Based Underwear in India: Why Women Are Switching in 2025 Buying Bras Online in India: 7 Mistakes to Avoid (and What to Look For) Why Modal Fabric is Ideal for Your Intimate Wellness Why Lemon Peel Fabric Is Revolutionising Intimate Hygiene Moisture-Wicking Underwear for Women: What It Is & Why You Need It Why Everyone’s Switching To Body Adaptive Underwear Postpartum Lingerie for New Moms
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