Skin tone lingerie brand returns to its roots with Sierra Leone catwalk show

beingU founder Sadia Sisay with her lingerie models.

beingU, a skin tone lingerie brand that’s making waves in Britain, launched in the founder’s home country of Sierra Leone last week with a catwalk show on the beach.

Five local models showcased the brand’s designs at the African beingU Soiree at Kings Lodge, Sussex Beach, while guests enjoyed cocktails and canapés.

Guests were also invited to have a bra fitting at the event and were able to order products at a discounted price.

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Founder Sadia Sisay was also in attendance and spoke to guests about her mission to enable women to embrace their skin colour and body shape.

beingU, which offers five bra styles in sizes 28-44 B-H, is focused on providing high quality lingerie for women of all skin tones, with a particular focus on black women and other women of colour.

Sisay moved to the UK from Sierra Leone at 16, trained as a cancer nurse, then worked in the pharmaceutical industry until 2008 when she decided to start her own business and become the founder of beingU.

She launched the brand in 2011, but her dreams were put on hold after her husband passed away suddenly in 2014, leaving her a single mum.

beingU was relaunched with the help of creative director Bok Goodall at London’s The Lingerie Edit trade show in January this year.

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