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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Postpartum Lingerie for New Moms
- Written by Gaurav Parab Becoming a mom is a beautiful milestone, but it also brings many changes, especially to your body. Whether it's recovering from a C-section, getting used to breastfeeding, adjusting to drastic postpartum body changes, or dealing with sensitive skin. During this turbulent time, maternity lingerie can be one of the most helpful tools in your postpartum routine. Designed with soft fabrics, gentle support, and thoughtful features, it helps you feel more at ease when your body is still recovering and adjusting. Every tiny detail must support your day-to-day needs. It’s not just about practicality, it’s also about how you feel. When you wear something that fits well and feels good, it lifts your mood and brings normalcy back. Maternity lingerie ticks all the boxes—comfort, care, and a little extra softness. Here is everything you need to know about postpartum lingerie. What is Postpartum Lingerie? Your everyday bras and briefs might suddenly start feeling rigid, uncomfortable, or just not right anymore. That’s where maternity lingerie makes a real difference. These pieces are thoughtfully designed to adapt to your shape, offering flexible fabrics that adjust with your body. You’ll find bras that expand with your bust, underwear that’s gentle around the waist, and small but helpful features like easy-to-use nursing clips and super-soft inner linings. Features of Postpartum Lingerie Stretchy FabricsMaternity Lingerie is crafted with materials such as Lycra and Spandex that are incredibly elastic. Adjustable StrapsMaternity bras have adjustable straps that allow you to find the perfect fit as your body changes, providing extra support without being restrictive. Non-Wired DesignsA lot of maternity bras and undies skip the wires completely, which is a blessing. The wireless design gives you a softer, more relaxed fit without poking or digging into your skin. Nursing ClipsNursing bras are designed with easy-to-use nursing clips, making breastfeeding more convenient and discreet whenever you need it. High-Waisted BriefsHigh-waisted briefs provide gentle support around your belly, helping to reduce pressure on the abdomen and supporting C-section recovery or any other body changes. Seamless DesignsMany maternity pieces come in seamless designs, which eliminate irritation and pressure points, offering smooth, comfortable wear all day long. Soft, Sensitive Skin-Friendly LiningsPostpartum skin can be extra sensitive, so these pieces often come lined with soft, breathable, and hypoallergenic fabrics to keep things calm and comfy. Intimate Queen’s Postpartum Lingerie Recommendations Here is a list of Intimate Queen’s go-to list for maternity bras: Maternity Ceramide-Infused Wireless BraThink of this like skincare, but in a bra. Ceramide-infused fabric soothes sensitive skin while giving you soft, stretchy support. Nursing Bra with Front ClipsThis incredible piece of breastfeeding lingerie makes you feel less like a mission. Quick clips, no fumbling—just lift, feed, done. Seamless Everyday BraNo wires, no seams, no stress. Just smooth support you’ll want to wear all day. Body-adaptive Undies For postpartum comfort that feels as good as it looks, our body-adaptive maternity undies are designed to support your healing journey. Check out Intimate Queen’s Yew Tree Bae and Corn Bae full coverage maternity undies. These undies are crafted with sustainable materials such a Yew tree bark and corn fibres, offering gentle stretch, breathability, and a soft feel against sensitive skin. Postpartum can be a hugely turbulent time for new moms, during which maternity lingerie is not only a wardrobe choice but an essential. The right bra or brief can make you feel a little easier, whether it’s soothing sensitive skin, supporting your healing body, or just helping you feel a bit more like yourself again. 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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