courtsey/brand insider
This week we're featuring a trio of brands reshaping their sectors and leaving a lasting mark. These female-founded brands embody gender equality, body positivity, and all-round confidence.
This week we're featuring a trio of brands reshaping their sectors and leaving a lasting mark. These female-founded brands embody gender equality, body positivity, and all-round confidence.

The Underdays

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Underdays, a rising star in the intimates market, has not only disrupted traditional norms but also demonstrated compelling strategies for success. Founded in 2021 by former Farfetch colleagues Amelie Salas and Oria Mackenzie, the brand has rapidly emerged as a force to be reckoned with. Underdays' fusion of fashion and comfort within the mainstream mass market, while maintaining an aspirational edge, has captured attention and loyalty.

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Central to Underday's triumph is its commitment to inclusivity. The brand offers a comprehensive range of sizes, from XS to XXL, setting a new standard for body-positive fashion. This dedication to serving a diverse community has resonated deeply, positioning Underdays as a champion of women's empowerment. Jessica Shriftman, the brand's creative director, highlights the brand's mission: "Billie was created as the first razor company designed specifically for womankind, at a fair price point, and as a brand our audience could truly relate to."

The brand's "Underwear's got a new face" guerrilla marketing approach, plastering stickers in London bathrooms, showcases a disruptive spirit that echoes its overall ethos. Such a strategy, coupled with the brand's relatable messaging, has already won over celebrities like Mia Regan, who sported Underdays at London Fashion Week. Beyond aesthetics, Underdays' partnership with Bloody Good Period demonstrates its commitment to addressing societal issues while fostering positive conversations. Notably, Underdays' ascent aligns with the growing demand for sustainable and ethical practises.

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Visit Theunderdays.com

Follow: @theunderdays

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Billie

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Billie's meteoric rise to the forefront of the beauty industry offers a masterclass in challenging conventional norms and aligning with consumer needs. Founded in 2017 by Georgina Gooley and Jason Bravman, Billie identified a critical gap in the market and exploited it with precision. By addressing the 'pink tax' – the unjust practise of charging women more for razors than men – Billie's subscription razor service made its mark early on, offering a clear value proposition. This resonated with modern consumers seeking affordability without compromising on quality.

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Billie's groundbreaking approach to empowerment is a major contributor to its success. By crafting a brand specifically for women's shaving needs, Billie departed from the male-centric grooming landscape. Their commitment to fostering women's self-expression, as opposed to dictating beauty standards, has resonated powerfully. This commitment shines through their Project Body Hair campaign, which celebrated body hair as a personal choice and went viral, generating billions of impressions and international attention. Billie's creative director, Jessica Shriftman, encapsulates the brand's philosophy: "We’re trying to help women rewrite sexiness on their own terms."

The brand's branding and visual identity align seamlessly with its ethos. Billie's razor, designed with five nickel-free blades and moisturising aloe, marries function and comfort. The brand's subscription model provides convenience while letting customers dictate their shaving frequency. Billie's success has also resulted in significant recognition, as evidenced by its acquisition by Edgewell Personal Care Company for $310 million in 2021. Billie's journey, from an audacious startup to an industry-defining force, offers a blueprint for brands seeking to challenge norms, align with values, and champion consumer empowerment.

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Visit Mybillie.com

Follow @billie

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Monday Swimwear

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Monday Swimwear's exceptional journey, from its founders, Natasha Oakley and Devin Brugman, to its marketing strategies and brand ethos, offers valuable lessons in fostering body positivity and resonating with diverse audiences. Launched in 2014, the brand strategically addressed a glaring gap in the swimwear market: the absence of designs that genuinely celebrated and flattered the female form. Monday Swimwear's founders, often dubbed "swimwear connoisseurs," capitalised on their extensive understanding of swimwear to create a line that seamlessly combines timeless elegance with modern sensibilities.

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One of the brand's outstanding attributes is its commitment to inclusivity. The brand's expansive size range, accommodating women up to an E/F cup, challenges the conventional norms set by the industry. Monday Swimwear's dedication to crafting pieces based on timeless designs rather than fleeting trends is aligned with its mission of making every woman feel confident and empowered. This approach has resulted in a remarkable 50% return customer rate, demonstrating the brand's ability to genuinely connect with its customers.

In a saturated swim market, Monday Swimwear's design and approval process stands out for its rigour. Each piece is fitted multiple times before being added to the collection, ensuring impeccable fit and comfort. The brand's focus on quality fabrics, adjustable straps, and customizable fits adds to its appeal. Natasha Oakley's journey from starting a blog, A Bikini a Day, to co-founding Monday Swimwear exemplifies the power of passion and a distinct vision. The brand's organic growth of 30% in 2022 underscores its ability to captivate consumers, thanks in part to its influencer roots but, more crucially, due to the unwavering quality of its products. As the brand expands internationally and considers retail locations, its dedication to excellence remains a beacon of inspiration in the competitive swimwear landscape.

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Visit Mondayswimwear.com

Follow: @mondayswimwear

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