Quick answer: JulieMay is the UK's only allergy-friendly lingerie brand, and the first globally with products tested and certified by dermatologists and Allergy UK. It was founded by Tiffany Chiu after her mother, Julie, developed severe breast rashes after childbirth. Every piece is made from GOTS-certified organic Pima cotton and pure silk, free from synthetics, nickel and latex, and handmade ethically with fair wages, low-water dyeing and recyclable packaging, supported by tree-planting, ocean-plastic and charitable partnerships.
In case you're new here, JulieMay Lingerie is the UK's only allergy-friendly underwear brand and the first in the global market with products tested and certified by dermatologists and Allergy UK. It all started with a deeply personal experience and a desire to make a difference in the lives of women struggling with skin sensitivities.
Where it all began
JulieMay was born out of necessity and compassion. A few years ago, our founder's mother, Julie, developed severe rashes on her breasts after giving birth to her daughter. Witnessing her discomfort and the lack of suitable lingerie options, Tiffany (our founder) was inspired to create a brand for women with similar skin conditions. JulieMay Lingerie was founded to bring relief and comfort to women living with eczema, skin allergies or contact dermatitis.
What makes us different?
We take pride in our unique approach to lingerie. Our products are made from GOTS-certified organic Pima cotton, which helps make them anti-allergy and soothing for hot flushes, skin rashes and itchy skin. We're also proud to help women (predominantly aged 30 and above) who often develop sensitive skin through menopause or after breast surgery.
The JulieMay standards
While finding the perfect fabrics and pieces for our sensitive-skin community, we wanted the best experts on board. Consultant dermatologist Dr Natalie Stone, BA (Hons) Oxon, FRCP, has tested all our products to ensure they contain no triggers for sensitive skin. We also partnered with the University of Portsmouth Breast Health Research Group to bring the latest motion-sensor technology into our bras, helping us create some of the best-performing, most comfortable and supportive bras around.
Finding our voice online
With a clear mission and the research in place, we set out to reach more sensitive-skin women. Tiffany soon realised the importance of building an online presence, and that's when she met Margaret Ward, founder of Claddagh Creative, an ethical marketing agency for sustainable businesses. They focused first on Instagram and email marketing, and later took on our influencer partnerships and Pinterest marketing, helping us reach women all over the world.
The future of JulieMay
We've won numerous awards, but the real reward is knowing our lingerie brings comfort and relief to so many women. To anyone who has ever bought from us, interacted with us, shared our posts or passed us on to a friend, thank you for being part of the JulieMay story. Together, we're making a difference, one comfortable bra at a time.
Introducing the JulieMay community
We now have an incredible team, a wonderful group of creators, and the most fantastic community of sensitive-skin women. A bra that irritates, rubs or feels uncomfortable is the worst, and for anyone dealing with skin sensitivities, menopausal changes or allergic reactions, wearing a bra can feel unbearable and isolating. But you're not alone. You can read our community's stories here.
From the start, we wanted to reach women with sensitive skin who needed comfortable, allergy-friendly lingerie. Claddagh Creative's ethical marketing strategy and community-focused approach, built on genuine connection, helped us reach sensitive-skin women globally and connect with creators whose values align with ours.
Charitable partners
Our founder, Tiffany, is always looking for ways to support other small businesses and charities. One of our partners is the incredible Bra Recyclers, dedicated to ensuring preloved bras and prostheses go to those in need rather than to landfill, often given to women and girls escaping domestic violence or human trafficking.
The JulieMay team
We have a dedicated team, from our founder Tiffany, to Awena, who finds incredible partners to work with, and Mipi, our adorable golden retriever who brings joy to the team, plus our fairly paid factory workers and the many wonderful people working behind the scenes. To keep up with everything we're doing, follow us on Instagram.
Our sustainability journey: how we're helping the planet
According to the UN Environment Programme, the fashion industry ranks as the second-largest consumer of water and contributes roughly 10% of global carbon emissions, surpassing the combined impact of all international flights and maritime shipping. At JulieMay, we aim to make a dent in these alarming statistics: sustainable lingerie should feel just as good on your skin as it does for the Earth.
Thoughtful materials and ethical production
The GOTS-certified organic Pima cotton we use features extra-long staples measuring up to 2 inches, resulting in a luxuriously soft, breathable and hypoallergenic fabric, and every bra and brief is lined with 100% pure silk in the areas that matter most. Every piece is handmade at our exclusive production site run on ethical standards, with fair wages, safe working conditions, low-water dyeing methods, eco-friendly detergents and recyclable packaging. This ethical approach has earned recognition from the Good Market, Sustainable Jungle and Ecowiser.
What ethical lingerie stands against
- Environmental damage: fashion accounts for almost 10% of global carbon emissions, which could double by 2030.
- Exploitative labour: the high street has a reputation for unsafe conditions and very low pay; ethical brands pay fairly and keep workers safe.
- Animal cruelty: ethical fashion avoids fur and other materials that harm animals.
- Hazardous chemicals: conventional dyes can contain chromium, VOCs, formaldehyde and chlorine bleach; ethical brands use mild, often OEKO-TEX-certified dyes.
- Waste and surplus: fashion produces around 20% of the world's wastewater, and roughly 87% of total fibre input ends up in landfill or incinerated.
How to choose ethical lingerie
Truly ethical lingerie is still relatively rare, so a few considerations make your shopping worthwhile: keep your purpose in mind (a sports bra and sleepwear serve very different needs); don't compromise on comfort and support, as ethical doesn't automatically mean comfortable, so check the fit and look for back support or the right cup style; make sure it fits, letting your body shape guide the cut so pieces sit smoothly without digging or gaping; prioritise quality over quantity, as durable organic Pima cotton resists fraying and wrinkling and lasts far longer than fast-fashion equivalents; and shop reputable, transparent brands that clearly explain their materials, manufacturing and accreditations rather than making vague claims.
Sustainability in action: projects that give back
- Eden Reforestation Projects: through Eden, we've helped plant 7,874 trees and restore over 12,000 hectares of forest.
- Plastic Bank: we work with Plastic Bank to rescue the equivalent of over 284,000 plastic straws and more than 1 million bottles.
- Improved Cook Stove Project: we support the project in Malawi, offsetting 5,500+ tonnes of CO₂.
- Smalls for All: we donate bras with Smalls for All to help end underwear poverty in the UK and Africa.
- Uncommon Threads: through Uncommon Threads, we provide lingerie to women in low-income communities.
- Galop and AKT: we contribute to Galop and AKT, which protect LGBTQ+ people from abuse, homelessness and discrimination.
- Bra Recycling Ambassador: we serve as a proud Bra Recycling Ambassador, keeping textiles out of landfill.
Lingerie for women of different needs
At JulieMay, we go beyond comfort, combining the best materials with our design technology to create elegant, luxurious lingerie you can feel confident in. Every piece features pure silk in the inner layers for a luxurious touch against the skin, and long-staple cotton for all-day comfort. Tired of uncomfortable underwires? Our bras use a BendableWire that gently lifts and supports without digging in, moves with your body, and keeps its shape over years of wear. From everyday comfort bras to back-support, front-fastening, post-surgery and skin-tone ranges, every style is designed for sensitive skin.
Be comfortable in your own second skin
Our cotton and silk collections are Allergy UK accredited as friendly for people with sensitive skin and allergic reactions to synthetic fibres. All underbands and waistbands are wrapped in Pima cotton to avoid direct contact with the skin, and our garments are free from synthetics, nickel and latex, with allergy-friendly elastic. Organic Pima cotton is tightly woven to eliminate that sweaty feeling, and it is around three times softer than ordinary cotton.
As seen in The Guardian, 8 July 2021.
Feminine, comfy and still functional
For years, the underwear industry was fixated on selling products that looked sexy without necessarily being comfortable or functional. That is changing, because, increasingly, comfort is the new sexy. How do we achieve comfort without compromising support? Alongside the highest-quality materials, our manufacturing uses advanced techniques, including our BendableWire, InfraredSlim, Ladder-Type Pressure and Long Cotton technologies, to create luxurious, functional and genuinely comfortable lingerie, supportive shapewear and a postpartum collection for new mums.
You really do not have to compromise. Explore the collection and feel the difference.
Frequently asked questions
What is JulieMay Lingerie?
JulieMay is the UK's only allergy-friendly lingerie brand, making bras and underwear from GOTS-certified organic Pima cotton and pure silk, tested and certified by dermatologists and Allergy UK.
Why was JulieMay founded?
It was inspired by the founder's mother, Julie, who developed severe rashes on her breasts after childbirth, and the lack of suitable, gentle lingerie for sensitive skin.
What makes JulieMay sustainable and ethical?
Organic Pima cotton and pure silk, ethical handmade production with fair wages, low-water dyeing and recyclable packaging, plus partnerships that plant trees, remove ocean plastic and support women in need.
How do I choose ethical lingerie?
Buy for purpose, check comfort, support and fit, prioritise durable quality over quantity, and choose transparent brands that explain their materials and accreditations.
What is BendableWire?
It is JulieMay's flexible wire that supports and lifts like a traditional underwire but bends with your body, so it is far more comfortable and does not dig in.
Last updated: June 2026.
