The Story of JulieMay: Revolutionising Allergy-Friendly Lingerie

Shell non wired.webp__PID:17718736-d3a9-43cf-bc2a-a40011b0d33eIn 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 Free UK. 

It all started with a profoundly personal experience and a desire to make a difference in the lives of women struggling with skin sensitivities.

So, let’s dive into it, shall we?

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 that catered to women with similar skin conditions. 

Thus, JulieMay Lingerie was founded to provide relief and comfort to women suffering from 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 ensures they are anti-allergy, anti-hot flushes, and effective in relieving skin rashes and itchy skin symptoms. 

We also have the honour of helping women (predominantly aged 30 and above) who often develop sensitive skin due to menopause or after breast surgeries. 

For many, finding comfortable lingerie was a challenge until they discovered JulieMay, and we’re so happy to have them as part of our community.

The JulieMay Standards

While we were finding the perfect fabrics and pieces for our fellow sensitive-skin ladies, we wanted to ensure we had all the experts we could find.

Dermatologist Dr Natalie Stone, BA (Hons) Oxon, FRCP Consultant Dermatologist, has tested all our products, ensuring that our pieces contain no triggers for sensitive skin, post surgery or struggles with menopause.

This certification is a testament to our commitment to providing safe and comfortable lingerie for those with sensitive skin.

Our journey continued beyond certification. We partnered with the University of Portsmouth Breast Health Research Group, a world leader in breast health, to incorporate the latest motion sensor technology into our bras. 

This collaboration has helped us create the best-performing bras, ensuring maximum comfort and support. Win-win-win!

Finding Our Voice Online

With a clear mission and research in place, we sought to reach more sensitive-skin ladies.

Tiffany soon realised the importance of building an online presence. That’s when she met Margaret Ward, the founder of Claddagh Creative, an ethical marketing agency for sustainable businesses.

Team Claddagh understood our vision from the get-go, and after a couple of calls, she knew they were her marketing team.

To kick things off, they focused on Instagram and email marketing. These played key roles in finding our audience online and nurturing our email list to ensure our message was out there. 

A little later, Claddagh Creative also took on our influencer partnerships and Pinterest marketing. Working with incredible creators and influencers played a key role in finding our audience online, and we couldn’t feel luckier to have built the community we have.

Today, we reach thousands of women worldwide.

And this is just the beginning.

The Future of JulieMay


We've won numerous awards, but the real reward is knowing that our lingerie provides comfort and relief to many women.

This is just the beginning. We have many exciting developments in the pipeline and are committed to continuing our mission of providing allergy-friendly lingerie. 

Our journey is driven by the stories of our customers and the difference our products make in their lives. We look forward to expanding our reach and helping more women find the comfort they deserve.

For anybody out there who has ever bought from us, interacted with us, shared our posts or even passed us on to a friend, thank you for being part of the JulieMay story. 

Together, we are making a difference, one comfortable bra at a time.

If you would like to explore some of our bras, click here. We hope you find something you love!


GOTS Certified Organic Pima Cotton as the main fabric. Comfort with Support.

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Accredited by AllergyUK to be friendly for people with allergic reactions to synthetic fibres and sensitive skins.

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Ethically handmade and support UN sustainable projects

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