By Heli Kools, Founder - Intimate Queen
Three years ago, I set out to fix something I thought was broken in my body, only to realise it was my underwear. That realisation gave birth to Intimate Queen. I wasn’t alone in this discomfort. Women everywhere, bottom-heavy, between sizes, sensitive, athletic, or simply tired of compromising, were dealing with the same thing: underwear that didn’t fit, didn’t breathe, and didn’t care. We weren’t here to make something pretty. We were here to make something right. And in July 2025, as we celebrate three years of Intimate Queen, I write this with immense pride, gratitude, and a vision that's more global than ever.
A Journey Rooted in Realness
Like many women, I’ve lived the frustration of adjusting uncomfortable underwear all day, of rashes in summer, of moisture that made me change 2–3 times a day, and of spending on pH washes that never worked.
What if the problem was never your body but your underwear?
That’s when my sister Neli and I decided to reimagine intimate wear not just for us, but for every woman who’s ever felt unseen, unfit, or unwell in her own skin.
A Science-First Approach to Skin Wellness
We turned to what matters most: the skin. Not just the skin you see, but the skin no one talks about. Your intimate skin is thinner, more absorbent, and more prone to imbalance than any other part of your body.
And yet, we wear synthetic fabrics. Tight elastics. Heat-trapping layers. And then wonder why discomfort shows up uninvited.
So, we worked with various labs, researchers and advisors to ensure our fabrics were:
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pH-balancing
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Antibacterial
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Moisture-wicking
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Friction-free
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Breathable
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Temperature-regulating
We explored global reports on vulvar discomfort and microbiome imbalance, and created something that hadn’t existed before, intimates inspired by scientific research and tested for real-life performance.
💡 Did You Know?
The skin in your intimate area is 10x more absorbent than your facial skin.
But while we layer serums, sunscreens, and masks on what’s visible, we often ignore what touches our most sensitive skin all day.
We believe that wellness starts from underneath.
10,000 Women Strong And a Movement Begins
Over 10,000 women trusted us before we ever advertised.
Their stories, their feedback, and their belief helped us refine every single product we launched.
Because this isn't just a brand.
It’s a growing community of women choosing wellness over trends, science over fluff, and themselves over societal silence.
Now in the US & UAE, Because Comfort Shouldn’t Have Borders
We’ve heard stories from women in Dubai who change their underwear three times a day due to heat and humidity.
From New York-based active women, struggling with friction and odour.
From mothers in Abu Dhabi, looking for breathable options postpartum.
We listened.
And now, we’re proud to share:
🌍 Intimate Queen is available in the US, UAE, and UK through our global store www.intimatequeen.com
With localised delivery and fulfilment, women across climates can now experience body-adaptive, skin-kind designs made for everyday movement and every stage of womanhood. Because skin health doesn’t stop at borders, and neither does your comfort.
Looking Ahead: Our Vision Remains Intact
We started small. Bootstrapped. No investor rush. Just purpose.
Our fabrics are plant-powered, made from lemon peel, corn PLA, yew tree, and regenerated cellulose, OEKO-TEX certified, and tested for antibacterial and pH performance.
We’ve planted over 3,000 trees, offset our carbon footprint, and stayed rooted in what matters most:
Softness. Science. And Reimagined Comfort.
Thank You, From My Heart
To every woman who believed in us, shared with us, and came back for more, you are the real Intimate Queen.
And to those discovering us now, welcome to a new standard in innerwear.
One that listens to your skin, responds to your cycle, and redefines what comfort truly means.
Here’s to lingerie that fits your body.
That honours your wellness.
And that never asks you to shrink to fit in.
With love and deep gratitude,
Heli Kools
Founder, Intimate Queen
🌿 Now Shipping to the US, UAE, and UK
Explore science-backed, plant-based innerwear at 👉 www.intimatequeen.com
Indian Store: www.intimatequeen.in
