Quick answer: JulieMay is celebrating five years of making comfort-first, allergy-friendly lingerie for women with sensitive skin, using certified organic cotton paired with silk and avoiding common irritants like exposed elastics and nickel. Founded by Tiffany Chiu, it remains a small, caring team. Five years in, the guiding lesson is simple: when your underwear feels good, your whole day feels easier.
Five years ago, we started asking a simple question: why should something worn closest to the skin so often feel the least kind? We wanted to build something better, not just a product, but relief.
At JulieMay, we design comfort-first lingerie for women with sensitive skin, and for anyone who has ever taken off a bra and felt immediate relief. If you have ever avoided certain fabrics because of itching, redness or discomfort, this is exactly why we exist.
We use certified organic cotton as our main fabric, paired with silk, which helps skin feel calmer and cooler while avoiding common irritants like exposed elastics and nickel. If you are new, you can explore our allergy-friendly approach and our organic cotton and silk fabric story.
Today, as we celebrate five years, we keep thinking about something simple: when your underwear feels good, your whole day can feel easier.
A birthday worth slowing down for
We celebrated our fifth birthday in London, and it felt exactly right to do something hands-on together. We took a pottery class. We laughed. We slowed down long enough to actually feel what we have built. And of course, we had a bra-shaped cake, because if we cannot have a little fun on our birthday, when can we?
JulieMay has never been one person
It is a team, and we want to say that clearly. We were founded by Tiffany Chiu, and we are still a small team building comfort-first lingerie with a lot of care.
Awena, our Marketing Manager, brings the kind of care you cannot fake. She is wholehearted, kind and deeply creative, and she protects the brand voice like it matters, because it does. We also work with Claddagh Creative, a purpose-led agency supporting our email, content and brand storytelling.
On the product side, we have worked with designer Bianca Herholdt, a technical apparel designer specialising in lingerie, pattern cutting, grading and production-ready detail, with a real focus on fit. And Jane, who supports our B2B relationships, has been part of our growth story, helping us build partnerships in a way that still feels personal.
When someone tells us they finally wore a bra all day without itching, that outcome is not luck. It is the result of many thoughtful decisions made by people who care.
Five lessons from five years
Lesson 1: Sensitive skin deserves beautiful choices. We should never have to choose between comfort and feeling like ourselves.
Lesson 2: Fabric matters, and details matter just as much. Cotton and silk help, but so does removing what irritates, such as exposed elastics, harsh dyes, and anything that scratches or traps heat. You can see more on our allergy-friendly page and fabric guide.
Lesson 3: The best comfort is built by a team that cares. A brand like JulieMay only works when care shows up everywhere, in design, in fit, in customer support, in how we speak and how we listen.
Lesson 4: Listening is a design tool, not a marketing slogan. We ran many surveys asking customers what they love, what frustrates them and what would make their experience better, because comfort is personal and we do not want to guess. The words people used most to describe JulieMay were comfortable, quality, natural and beautiful.
Lesson 5: Community is the quiet engine of a brand. Community does not just inspire us, it shapes what we do next, which is why we have been hosting events in Manchester and London.
New here? Start with these
- Allergy-friendly and sensitive-skin overview
- Wire-free comfort bras
- Organic cotton and silk, the fabric story
If you have been with us since the beginning, thank you for believing in a gentler kind of lingerie. If you are new, welcome. I hope you feel seen here, and find something that lets your skin exhale. And to everyone behind the scenes who helps shape the brand and keep comfort at the centre of everything we do: thank you. We hope that five years from now, we are still celebrating the same thing: comfort, community, and the people behind every order.
Frequently asked questions
What is JulieMay?
JulieMay is a UK allergy-friendly lingerie brand making comfort-first bras and underwear for women with sensitive skin, using certified organic cotton and pure silk while avoiding common irritants like exposed elastics and nickel.
What makes JulieMay different?
The focus on comfort and sensitive skin: natural organic cotton and silk, no exposed elastic, nickel or harsh dyes, and thoughtful design refined through years of customer feedback.
Who is behind JulieMay?
Founded by Tiffany Chiu, JulieMay is still a small, dedicated team, working with a purpose-led marketing agency and specialist lingerie designers, all focused on comfort for sensitive skin.
Last updated: June 2026.
