How Underdays Is Reinventing Women's Underwear w/ Oria & Amelie || Underdays

Can underwear impact women's health? How do you build a disruptive DTC brand in one of the world's most overlooked product categories?In this episode of Getting to Grow, Zoe Fox sits down with Oria & Amelie, co-founders of Underdays, to discuss how they built one of the UK's fastest-growing women's wellness brands by reinventing women's underwear.After meeting while working in the fashion industry, Oria & Amelie realised there was a huge gap in the market. While consumers were becoming increasingly conscious about clean beauty, wellness, skincare and activewear, almost nobody was talking about women's underwear or its role in women's health.What started as an idea shared over coffee became Underdays—a health-first underwear brand focused on comfort, intimate health, sustainable materials and building an authentic community.In this conversation, they share the reality of launching a startup during COVID-19, building a consumer brand from scratch, scaling an eCommerce business, creating a loyal customer base through influencer marketing, and growing a purpose-driven company in the competitive fashion and wellness industry.Whether you're a founder, entrepreneur, marketer, startup operator, investor or simply interested in women's health and consumer brands, this episode is packed with practical lessons on building a modern business.In this episode:How Oria & Amelie founded UnderdaysBuilding one of the UK's fastest-growing women's wellness brandsWhy women's underwear deserves more attention in women's healthThe gap between fashion, wellness and intimate healthLaunching a startup during the COVID-19 pandemicBuilding a DTC (Direct-to-Consumer) brand from scratchProduct development and creating health-first underwearWhy authenticity beats traditional influencer marketingHow micro-influencers outperform celebrity influencersGrowing through community, UGC and social mediaRaising investment and managing startup cash flowScaling a consumer product business profitablyRetail expansion and growing beyond eCommerceWhy purpose-driven brands win long termEntrepreneurship, resilience and lessons from building a startupThe future of women's wellness and health-first fashionIf you're interested in entrepreneurship, startups, consumer brands, DTC, eCommerce, influencer marketing, women founders, FMCG, fashion, wellness, women's health, branding, marketing, fundraising or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Underdays:https://www.instagram.com/theunderdays/https://theunderdays.com/