When Tiffany Chiu’s mother was pregnant with her baby sister, she struggled to find skin-friendly bras that didn’t irritate her skin. Tiffany didn’t just sympathise with her mum, she started a company. JulieMay creates allergy-friendly, sustainable lingerie and inclusivity and community are at the heart of everything they do.
What’s on the inside counts: key elements of allergy-safe underwear
“The best of the best”, “supportive and comfortable”, “worth every penny” are just some of the words JulieMay customers use to describe their lingerie. The thriving customer stories section of the JulieMay website is full of testimonials from people overjoyed at finally finding skin-friendly underwear that looks as good as it feels. After years of bulky cotton sports bras or wearing bras over a T-shirt to prevent irritation, this lingerie is a revelation. JulieMay’s organic Pima cotton and pure silk designs are free from synthetic irritants, making them a dream for those with sensitive skin.
This Article is Sponsored by Our Friends at JulieMay.
JulieMay underwear is hypoallergenic and certified by Allergy UK and meets the needs of so many people affected by sensitive skin: New mothers, people with allergies and sensitive skin, women who’ve had breast surgery and those experiencing perimenopause symptoms. Later we’ll take a look at JulieMay’s sustainability credentials but first here’s more on what makes their underwear so kind to skin.
Pima cotton
JulieMay uses organic Pima cotton in their underwear. Pima cotton is known for its natural hypoallergenic properties. It has greater breathability and moisture absorption properties than other cottons which helps to cool the skin.
Silk lining
Pure silk isn’t just ultra-luxurious, it’s also seriously kind to skin. Silk is produced using mainly water and steam, rather than harsh chemicals. It also has powerful moisture-wicking properties and repels major sources of allergens like mould and dust mites.
Nickel-free fastenings
Bra hooks, fasteners and adjusters are often made of nickel, which can be a nightmare for anyone with an allergy. JulieMay sidesteps this issue completely by using only acrylic fastenings in their bras.
Underwiring for skin-friendly bras
The JulieMay range includes bras without underwiring. When they do use underwiring, it’s non-metallic and bendable. You can find more detailed product information here.
Real underwear for real people
JulieMay products are tested by dermatologists but also the people they’re made for. Founder Tiffany is vocal about how customer feedback has helped to shape the brand.
“Every journey starts with a single step. I encourage you to lean on your community and listen to your customers. JulieMay is built on feedback, collaboration, and a strong support network. Success doesn’t happen in isolation, and with the right people by your side, you can build something remarkable that resonates and brings positive impact.”
Tiffany, JulieMay founder in an interview with Queen Mary University London
From appearing in advertising campaigns, to sharing their stories on the website or on social media, JulieMay’s customers are always part of the conversation. It’s reassuring to see real people modelling JulieMay underwear. JulieMay’s representative imagery, in a sector known for promoting narrow and negative ideas about beauty, feels like a breath of fresh air.
How sustainable is JulieMay?
JulieMay lingerie looks great but how does the brand score against Eco-Stylist’s sustainability criteria?
We’re pleased to say JulieMay earned Eco-Stylist Silver certification. Our rigorous certification process guarantees that JulieMay is committed to sustainability and ethical fashion. Any brand that receives Eco-Stylist certification is a leader in the field and with Silver, JulieMay’s green credentials really shine through.
Read on to find out how JulieMay scored against our three key criteria.
Transparency
Rated: Good
All of JulieMay’s products are handmade by their 23 garment workers in their exclusive factory in Hong Kong. JulieMay also has direct contact with their material suppliers and currently has 75% traceability in their product supply chain.
The brand requires that all of its suppliers follow a strict Code of Conduct and follow all relevant local laws and regulations. JulieMay also takes reasonable steps to ensure no unfair labor or child labor is involved at any stage of the production chain.
Fair Labor
Rated: Good
JulieMay really values their people. They received a perfect score on our DEI criteria. Their recruitment policies support people from all backgrounds and encourage diversity, inclusivity and equal opportunity.
JulieMay has an impressive array of ISO Certifications, including ISO 9001 and ISO 45001. These certifications verify JulieMay’s effective resource management, competence, communication practices, and enhanced health and safety measures for workers.
All of JulieMay’s Hong Kong employees from office staff to garment makers are paid a living wage well above the local minimum wage. JulieMay is a UK-based brand and adheres to the UK Modern Slavery Act.
Sustainability
Rated: Excellent
When it comes to sustainability, JulieMay really impressed us. The brand received top marks on our Sustainably Made criteria.
JulieMay uses GOTS-certified Pima cotton and Fair Trade Mulberry Peace Silk for their products with the intent to reduce their environmental impact and prolong their durability. The brand is also ISO 14001 certified which means they follow strict regulations to reduce environmental impacts emanating from their manufacturing processes, including improving water and energy efficiency.
JulieMay actively tracks the miles their products clock, from farm to the end customer. The brand also gives new life to leftover fabrics by turning them into decorative bows and marketing materials. JulieMay packages arrive in paper bags, tied with hemp strings and the brand’s also planning to move to recycled paper packaging in future.
Read the full Eco-Stylist rating here.
All about the detail
The JulieMay website is packed with information about the green credentials of their underwear and we love their transparency. The brand also works with Eden Reforestation Projects and Plastic Bank on a range of projects that support people and the planet.
The range of fabrics and fittings that can irritate sensitive skin is vast and each product listing page includes a summary of the benefits of each item and a breakdown of what they’re made of. JulieMay also offer unlimited exchanges on their products to ensure the perfect fit and have a 180-day returns window.
Our JulieMay top three picks for hypoallergenic lingerie
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The JulieMay range offers a lot of choice so we’ve picked out our three favourite items for you. Here’s more on what makes them so great.
Passion red – Lace organic cotton and silk bralette
This red-hot bralette combines comfort and style. The lace details are pure cotton to avoid skin irritation and there’s no wiring or padding. We love the cute keyhole design and lace detail at the back. You can even pair with matching briefs to complete the look.
Ditsy floral – silk and organic cotton smooth T-shirt and wireless bra
This pretty bra is suitable for post-breast surgery wear and provides support without underwiring. It’s made of Pima cotton and lined with silk to avoid irritation. The floral design uses environmentally-friendly print technology to avoid harmful dyes.
Ornate – Silk and and organic cotton full brief
Add a touch of 1950’s glamour to your look with these classy high-waisted briefs. Hypoallergenic Pima cotton and silk is a winning combination to provide a soft feel against the skin and all-day freshness.
Everyone’s welcome
JulieMay isn’t just a brand, it’s a community. The brand’s commitment to inclusivity is clear. From their recruitment practices, to their support for Pride and LGBTQ+ charities, they aim to create a space where everyone feels welcome.
“At JulieMay, our commitment to the LGBTQ+ community goes beyond Pride Month. We have always believed in creating a safe and inclusive space where everyone feels valued and celebrated for who they are.”
JulieMay website
The UK-based LGBT+ anti-abuse charity Galop and akt, LGBT youth homelessness charity, are two of the causes they support. JulieMay also work with Uncommon Threads in the US and Smalls for All in the UK to make sure their discontinued deadstock reaches people who really need it. Find out more about JulieMay’s charitable projects here.
JulieMay started from Tiffany’s desire to help her mother. The brand’s gone from strength to strength but still feels like a family affair. When she got married, Tiffany shared wedding photos with her customers on social media. And Tiffany’s co-founder, and faithful dog Mipi, makes regular appearances on JulieMay’s Instagram.
JulieMay, we salute you for your commitment to sustainability, people and making the world a better place. We can’t wait to see what you do next.
Catherine is a content writer based in London. She’s mostly worn vintage since she was a kid. Her style icon is Jimi Hendrix and she plays electric guitar badly in her spare time.
