Skin tone lingerie maker launches ecommerce site

beingU, an emerging designer and manufacturer of skin tone underwear, has launched an ecommerce website.

The site was launched in line with its press event, which was held at London’s Savoy hotel earlier this week.

Current and potential customers, as well as bloggers and influencers, were invited to view the brand’s collection of microfiber moulded T-shirt bras, three-piece cut and sew bras and lined balconette bras in a range of skin tones.

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“The feedback on the product was phenomenal and universally positive, with the stick-on solutions bra being a surprise to many of the attendees, as this is the first time they had seen such a product aimed at women of colour,” said creative director Bok Goodall.

“Many customers had pre-ordered online before the site went live on Monday, and this gave them a chance to see the products in the flesh. There was a team of expert fitters at the event, getting women into their correct sizes, and we estimate we fitted close to 100 women on the day.”

Founder Sadia Sisay first launched beingU in 2011, but her dreams were put on hold after her husband passed away suddenly in 2014, leaving her a single mum.

As the main carer for her mother who suffered a stroke six years ago, she has had to balance building her business and looking after her mother.

Sadia 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.

The brand was relaunched at The Lingerie Edit last month.

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