Quick answer: JulieMay, the UK allergy-friendly lingerie brand for sensitive skin, has appeared on the London Underground and Elizabeth line, in UK service stations, and at trade shows including the Allergy & Free From Show and INDX Shows. The aim of these placements and events is to meet women in everyday life, educate people about what allergy-friendly lingerie means, and keep learning from real conversations to build better products.
If you told us a few years ago that JulieMay would be on the London Underground, in UK service stations and at trade shows, we probably would have laughed, and then made tea. But here we are.
The last few years have been full of firsts. Some polished, some chaos, some very funny, and honestly, this is exactly how growing a real brand feels. So here is our little behind-the-scenes round-up of where JulieMay has been, what happened, and what it means for the women we design for every day.
1. London Underground and service station features
Seeing JulieMay on the London Underground and Elizabeth line felt surreal in the best way. A practical note: getting the perfect ad photo is not glamorous. We went up and down the same escalator multiple times just to get one clean shot. Worth it, though.
Because that was the point of these placements, to meet women in real life, on commutes, on school runs, on long drives, in all the in-between moments where comfort matters most. And yes, we also attempted the highly specific mission of photographing our advert in a service-station women's toilet while trying very hard not to look suspicious. Behind the laughs, this part really mattered to us: it meant women could discover JulieMay outside social media and search, in places where daily life is actually happening.
2. Trade shows and B2B events
Trade shows are always a mix of useful, unpredictable and slightly chaotic, which is probably why we love them. At one Allergy & Free From Show, we were placed near an allergy-free food stall. People walked past, did a double-take, and asked if we sold gluten-free underwear. We do not, but we completely understood the logic.
Those moments were funny, but also a reminder that education matters. People are interested, curious and open; they just need clear language about what allergy-friendly lingerie actually means. Across events and B2B meetings, including time at INDX Shows and the London Design Centre, we focused on what helps customers most. What we keep learning is this: the more we listen in person, the better we build.
3. New to JulieMay?
If this is your first time coming across us, welcome. JulieMay is an ethical lingerie brand in the UK, designed for women with sensitive skin and allergies to materials like latex, metal, synthetic fibres or elastane. If you have ever dealt with itching, redness or discomfort, this is exactly why we do what we do.
What makes JulieMay different:
- Comfort-first design
- Certified organic cotton with silk
- A focus on reducing common irritants
- Thoughtful fit and everyday wearability
- A team that listens and improves continuously
Start here: Allergy-friendly overview, non-wired organic cotton bras, and our organic cotton and silk fabric story.
Come with us
If you spotted us on the Tube, at a service station or at an event, thank you for being part of this chapter. If you are new, we are glad you are here. Follow us on Instagram for behind-the-scenes moments and event highlights, and join our newsletter for future community events, product drops and stories from the women who wear JulieMay. We are still growing, still learning, still occasionally riding the same escalator ten times for a photo. And we would not have it any other way.
Frequently asked questions
What is JulieMay?
JulieMay is a UK ethical, allergy-friendly lingerie brand designed for women with sensitive skin and allergies to materials like latex, metal, synthetic fibres or elastane, using certified organic cotton with silk.
Where can you find JulieMay in real life?
JulieMay has featured on the London Underground and Elizabeth line, in UK service stations, and at trade shows such as the Allergy & Free From Show and INDX Shows.
What does allergy-friendly lingerie mean?
It means lingerie designed to minimise irritation, using breathable organic cotton and silk and avoiding common triggers like latex, nickel and harsh synthetic materials.
Last updated: June 2026.
