The emphasis on plant-based materials sets Intimate Queen apart from competitors
Intimate Queen is India’s first plant based one size lingerie brand that prioritises the needs of women above everything else. As a brand that is 100 per cent owned by women, the company understands the daily struggles that women go through, especially when it comes to innerwear. Co-founders and sisters Heli Kools and Neli Kools speak to Fibre2Fashion about the evolving women’s intimate wear industry.
How do you perceive the impact of evolving fashion trends and societal attitudes on the future of the intimate apparel industry?
The intimate apparel industry is greatly influenced by evolving fashion trends and societal attitudes. The breakdown of taboos associated with intimate wear has been a crucial factor driving developments in the lingerie industry. Key factors shaping the future of the intimate apparel industry include body positivity, inclusivity, eco-friendly materials, comfort, and the integration of new technologies such as smart fabrics and virtual fitting experiences.
While the anatomy of underwear is inherently gender-specific, gender-inclusive designs for men, women, trans, non-binary, and LGBTQ individuals are increasingly prevalent in the form of colours, patterns, and more. This inclusivity is also influencing how underwear is designed and sold, reflecting broader societal changes in expectations.
With the growing emphasis on sustainability, how do you see the intimate apparel industry adapting to eco-friendlier practices in terms of materials, production processes, and packaging?
Today, brands are re-evaluating their material choices by opting for more sustainable materials, recycled fabrics, and plant-based fibres. Sustainable production processes are on the rise and focusing on minimising resource consumption. Packaging strategies are evolving to reduce waste, with the adoption of eco-friendly materials. Certifications like OEKO-TEX and GOTS, consumer education, and collaborations are further shaping this transformation.
E-commerce has become increasingly significant in retail. How has the intimate apparel industry embraced online platforms, and what challenges and opportunities does this shift present?
Embracing e-commerce has offered global reach and accessibility beyond geographical constraints. Customers value the convenience and discreteness of online shopping, contributing to a positive overall experience. E-commerce platforms have enhanced brand visibility through targeted digital marketing and have also provided valuable data insights on customer behaviour, aiding in informed decision-making, inventory optimisation, and strategic marketing tailoring. However, challenges include addressing fit concerns, managing higher return rates, overcoming the lack of a tactile shopping experience, navigating marketing complexity, and standing out in a competitive online marketplace. In essence, while e-commerce offers significant advantages, brands must navigate unique hurdles in the intimate apparel sector to thrive in the digital landscape.
In terms of inclusivity and diversity, how have industry trends influenced the representation of different body types and skin tones in intimate apparel design and marketing?
Industry trends have sparked a positive shift towards inclusivity and diversity in intimate apparel design and marketing. Brands are increasingly embracing a broader representation of body types and skin tones, moving away from traditional beauty standards. This inclusive approach resonates with consumers, fostering a sense of empowerment and relatability. From showcasing a variety of models in marketing campaigns to expanding size ranges and offering a spectrum of nude shades, to showcasing differently abled models to including LGBTQ community, the industry is making strides towards reflecting the diversity of its customer base. This trend not only promotes a more inclusive and body-positive narrative but also aligns with changing societal expectations and values.
Can you provide an overview of Intimate Queen and its mission in the intimate apparel industry?
Intimate Queen is a wellness lingerie brand that goes beyond fashion and integrating innovation, and houses the concept of ‘Wellness Woven into Lingerie’. As India’s first plant based, body adaptive, pH balancing lingerie brand, we are dedicated to promoting skin wellness through our thoughtfully designed lingerie, crafted to adapt seamlessly to female body with layers of softness. Our products are crafted using eco-friendly, plant-based fibres derived from lemons, corn, yew trees, and other plant waste, and recycled fabric – all OEKO-TEX Certified. In India, we are pioneering the fusion of comfort, style, and well-being in intimate wear.
Intimate Queen’s primary agenda is centred around prioritising women’s comfort, creating life-enhancing products, and positively impacting the daily lives of our valued consumers. We are deeply committed to not only offering sustainable design but also promoting a sustainable and comfortable lifestyle approach. Our mission is to provide lingerie that not only feels good but also contributes to a sense of overall well-being. We understand the importance of comfort and sustainability in everyday life, and we are dedicated to making a meaningful difference through our products and approach.
Our brand exemplifies a harmonious blend of fashion, sustainability, and female empowerment. It is a commitment to women’s overall wellness, environmental responsibility, and empowering women.
How does Intimate Queen differentiate itself from other competitors in the market, and what unique value does it bring to customers?
At core, our vision is aligned with innovation, environment and most importantly our consumers’ needs. Being a women owned brand, we understand the uniqueness of women’s bodies and its demands. For example, moisture wicking options for heavy discharge problems, incontinence designs for women, body adaptive designs for pregnant women that adapt their changing bodies, skin moisturising ceramide infused bras etc. We heavily invest in research and continuously do prototyping to develop superior products integrating innovative fabric blends to our designs that serve the wellness agenda. Innerwear is a next to skin product and therefore should be treated like second skin. The idea of combining lingerie and wellness struck a chord and that’s our core offering and sets us apart from our market competition. Also, our products are unique and at core we wanted to develop a wellness centric line.
The emphasis on plant-based materials sets Intimate Queen apart from competitors, offering customers lingerie that not only feels luxurious but also aligns with eco-conscious values. The gusset line, enriched with antibacterial and pH balancing properties, contributes to overall skin wellness to our customers, showcasing the brand’s dedication to innovation that goes beyond traditional design.
We also invest in initiatives that offset carbon footprints, plant trees every quarter from the proceeds of our sales, practice responsible plastic recycling, and utilise eco-friendly packaging. An astounding 60 per cent of our lingerie collection is designed keeping sustainability in mind and made from planet-friendly and skin-friendly materials.
The intimate apparel industry is constantly evolving. How do you stay ahead of trends and ensure that your products remain relevant?
Absolutely, the fashion game is always changing, but we are carving our path as a purpose-driven brand. Our focus is spotting problems and fixing them. We are all about impact-driven products—meaning, every piece serves a purpose and addresses real issues. Currently, we are deep into crafting our next aspirational line made of lyocell and corn fabrics – plant-based innovation and rolling out incontinence underwear. It is all about catering to specific needs and making a difference for our unique consumers. Stay tuned for some game-changing releases!
Can you share insights into the design and manufacturing process of Intimate Queen’s products? How do you ensure quality and comfort for customers?
We experiment with all possible innovative fabrics available to us, including Korean, Japanese, Austrian and Indian fabrics ensuring that they are sourced from a certified supplier network. Our design and research team keeps working on all new concepts and we keep testing them for robustness and its role in wellness. The design journey at Intimate Queen unfolds in our workshop in India, where we pour meticulous attention into every detail, from cuts to seams, utilising patented innovative fabrics.
For manufacturing, we have partnered and contracted exclusively with top-notch facilities in China (all certified) equipped with cutting-edge machines for crafting seamless products. Our dedicated team on the ground in China ensures the highest standards of quality and comfort throughout the manufacturing process. We also make regular inspections to our contracted facilities. This involves thorough checks at various stages of the manufacturing process to maintain consistency and excellence. By combining thoughtful design from India with advanced manufacturing in China, we strive to deliver products that not only meet but exceed expectations in terms of both quality and comfort for our customers. We are also partnering up with Sri Lankan manufacturers.
To ensure quality and comfort, all designs/prototypes go through various stages of testing, not limited to lab testing and certifications, before being approved for large productions. Our approvals are based on feedback from beta testing programmes we run internally.
Can you tell us about promotion of inclusivity and diversity in your product offerings and marketing strategies?
Intimate Queen is dedicated to promoting inclusivity and diversity in both its product offerings and marketing strategies.
We understand that beauty comes in all shapes and sizes. That is why our product range is thoughtfully designed to cater to women of diverse body types and sizes. Whether someone is petite or curvy, our inclusive sizing ensures that everyone can find comfortable and stylish options that suit their unique preferences.
A standout feature of our products is their body-adaptive fit. This means our offerings are designed to comfortably fit women of all body types, shapes, and sizes. For example, our Yew Tree Bae undies can be worn by anyone from XS to XL, adapting to the diverse needs of our customers. One of our brand objectives is to reduce waste creation, hence our sustainable product design adapts women’s bodies across a range of 5 (XS- XL) or 4 (XXS-M) sizes eliminating the need to throw products due to change in size. We are also launching new regular size underwear including bikini, and thongs for women.
What strategies do you employ to maintain customer trust and satisfaction, especially in the sensitive and personal nature of the intimate apparel business?
We prioritise customer trust and satisfaction through transparent communication, educational content, and a responsive customer support team. Positive customer reviews and testimonials reinforce the brand’s credibility, while a Plant based fabric approach and size inclusive approach resonate with diverse consumer values. Intimate Queen ensures privacy and security of the customers’ data recognising the personal nature of intimate wear purchases. With these strategies, the brand aims to create a trustworthy and satisfying experience for its customers.
In what ways does your brand use technology to enhance the customer experience?
Technology is at the core of our brand. We not only utilise innovation in product design and manufacturing, but also employ advanced technology tools to enhance customer experience. We have made reaching us easy with WhatsApp tools and update our customers at every step from product order to delivery and taking feedback. We are soon to launch a forum called lemonade and a podcast run for our women heroes (customers) who have a story to tell and empower others. We have partnered with Razorpay for offering our users pay later options, EMI options, credit, debit, wallets and COD delivery. We are also launching a loyalty programme with them. By strategically integrating technology into various aspects of its operations, Intimate Queen ensures a modern, seamless, and personalised customer experience that aligns with the evolving expectations of today’s consumers.
How do you approach sustainability and ethical practices in the production and sourcing of its materials?
We have contracted manufacturing facilities near our material suppliers to minimise carbon footprint. Our suppliers are certified across the supply chain and are part of a wide certification programme, ensuring transparency and verification. To further minimise our carbon footprint, we invest in a Gold Standard verified Indian programme with each sale. Additionally, 80 per cent of our Indian team comprises women, and we provide equal employment opportunities. Our contracted facilities uphold ethical practices, offer better pay and facilities, and we exclusively work with patented, certified fabrics.
Customer reviews and feedback are crucial in the e-commerce industry. How do you gather and use customer feedback to improve your products and services?
Intimate Queen places great importance on customer feedback in the e-commerce realm. We employ diverse channels, such as website reviews, surveys through trade shows, and social media monitoring, to gather insights into customer experiences. Our customer support team actively engages with customers, and the analysis of data helps identify patterns and areas for improvement. We use this feedback to iterate on existing products, shaping future releases to better align with customer preferences. The transparent communication of changes and a continuous listening approach underscore the brand’s commitment to providing an ever-improving and customer-focused experience.
What future plans or innovations can customers expect from Intimate Queen? Are there any upcoming product launches, collaborations, or initiatives that you would like to share?
At present, we are creating a prototype for incontinence products to assist women with weak or leaky bladders, often resulting from surgeries, pregnancies, weak pelvic floor muscles, and aging. Additionally, we are preparing to launch lacy underwear infused with plant-based materials. We will also introduce regular-sized styles such as high-cut bikinis and cotton thongs, along with lacy bras designed to provide proper lift and support for young girls.
Consumer preferences are continually evolving. What emerging technologies or innovations do you foresee shaping the future of intimate apparel, both in terms of product design and customer experience?
The future of intimate apparel is getting a tech makeover! Smart fabrics that track health and virtual fitting rooms using AR and VR are changing how we experience lingerie. Sustainable materials like recycled fabrics and plant-based fibres are becoming popular. Biometric measurements help with accurate sizing, and AI-driven personalisation makes shopping more tailored. The focus on diverse body types is inspiring body-inclusive designs, creating lingerie for everyone. These tech innovations are making intimate apparel not just stylish but also more personalised and sustainable.
