The best ideas often emerge from the simplest personal challenges and frustration. For sisters, Heli and Neli Kools it was the struggle of finding intimate wear that adapts to their body type, and not the other way around. And it was not just about size, it was about comfort and wellness. What started as a personal challenge soon turned into a business opportunity for these women entrepreneurs.
How Intimate Queen started
Intimate Queen started out of the personal struggle of its founders who wished to create something meaningful for women facing similar challenges. The struggle was of finding a perfect fit lingerie to cater to their different body types. Heli felt that most brands in the market forced women with diverse body shapes to conform to rigid sizing. When she couldn’t find the solution she was looking for, Heli decided to create something of her own.
Heli and Neli started their journey of Intimate Queen during the COVID-19 lockdown, when they recognized the gap in the market for well-fitting intimate wear for women of all shapes and sizes. And here, Heli’s experience in prêt luxury collections came handy for her. But they didn’t want just any intimate wear, they wanted to create something that would elevate comfort and wellness of women.
What are their products and USP
Intimate Queen is a lingerie brand focused on offering plant-based, body-adaptive intimate wear. It stands out with its innovative product line, prioritizing both comfort and skin health. The brand is championing sustainability by offering a range of lingerie crafted from unique fabric blends like lemon, corn, and cotton, which help to maintain pH balance and promote intimate health.
Their bestselling products include ceramide-infused bras that not only provide support but also moisturize and nourish the skin. Another unique offering is their undies made from pH-balancing fabrics, a game-changer for intimate care, especially for women dealing with skin sensitivities.
What sets Intimate Queen apart is their focus on fabric technology and wellness. Their products are priced between ₹1,000 and ₹3,000, making their eco-conscious lingerie accessible to a wider audience.
What are the challenges they overcame and milestones they achieved
Starting as a bootstrapped business, these women entrepreneurs faced significant challenges, particularly in managing production costs and maintaining an inventory that catered to larger sizes. In their initial days they lost a substantial amount due to unavailability of larger sizes.
Another challenge was the brand positioning and to stand out in a crowded market. However, Heli and Neli stayed true to their focus on women’s wellness and innovative approach to fabric technology that helped them set their brand apart.
Overcoming the business challenges, they also received support and positive reviews from number of doctors and gynaecologists across country. This became a key milestone for them. They have also received industry recognition from their peer groups as well as signed a deal with an multi-brand outlet (MBO) in Bangladesh early 2024. They were also invited by ASW, leading publication to be a key speaker for innovation and sustainability in apparels. With all this, they have been seeing a Quarter-on-quarter growth with profitability.
What is their business and marketing approach
Intimate Queen stands out for its customer-centric approach, regularly seeking feedback to refine its products. By leveraging advanced textile technologies, Heli and her team continuously innovate to ensure their offerings address women’s real-life challenges.
Visibility is extremely crucial for a women-led brand, especially when it is related to the direct-to-consumer market. This is why; their marketing strategy always focuses on creating strong, authentic engagement and education of their innovative products. They make good use of social media, influencer partnerships, and customer testimonials to showcase the benefits of our products. Apart from this, they also participate in industry events and exhibitions further enhancing our brand visibility and credibility.
With the aim to expand their product line with more innovative, wellness-focused intimate wear, Heli and Neli plan to take Intimate Queen to international markets as well. They also want to enhance their sustainability initiatives. Currently, they are actively involved in plantation drives and have planted 10,000+ trees to offset their carbon footprint. You can find them and connect with them on their Women Listed profile, which gives them visibility to newer customers.
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