Sep 22, 2026 · 40 min · 11 segments
Underdays didn't start with a business plan, it started with a disappointing trip to a lingerie sample sale. Five years later, co-founders Oria Mackenzie and Amelie Sala have built a wellness-driven…
I reached out to you because I started wearing your underwear when I exercised and I've never found anything that was good enough and especially not from the fitness brands.
What also strikes me is that, I mean, so many brands are being launched on a daily basis and we observe and, you know, learn about so many of them as an agency and as part of the podcast and we meet with a lot of them.
I don't think I very often meet people who have dedicated so much time into research as you two have.
that your product is properly backed by finding a need and a gap and in a category, which is normally it's design driven, it's image driven, and you've chosen to be, and it's, it's, it's bold and it's really brave because you've chosen to go full forward on being sort of scientific, research-driven, and talking about, let's be honest, needs that not everyone really loves to talk about.
You could have made it easier for yourself by just designing comfortable underwear that looks cool and is packaged well, which you also do, by the way.
But it can't be an easy story to tell, is it, from a marketing perspective? There's
Yeah, I think the one thing that's been challenging is that people don't really pay much attention to their underwear.
They're more than happy to spend 80, 100 pounds on skincare, gym leggings, a dress for a night out.
And that has been the most challenging part of launching Underdays is we've really had to convince women You spend a little bit more, but you get so much in return.
And why invest in your skincare, which is of course important, but overlook something that literally is the closest to your most intimate parts? It doesn't make any sense.
And how do you do that? Because I know that you have a community of really loyal customers, myself included.
And I'm trying to remember how I got introduced to your brand through our industry.
I reached out to you because I started wearing your underwear when I exercised and I've never found anything that was good enough and especially not from the fitness brands.
What also strikes me is that, I mean, so many brands are being launched on a daily basis and we observe and, you know, learn about so many of them as an agency and as part of the podcast and we meet with a lot of them.
I don't think I very often meet people who have dedicated so much time into research as you two have.
that your product is properly backed by finding a need and a gap and in a category, which is normally it's design driven, it's image driven, and you've chosen to be, and it's, it's, it's bold and it's really brave because you've chosen to go full forward on being sort of scientific, research-driven, and talking about, let's be honest, needs that not everyone really loves to talk about.
You could have made it easier for yourself by just designing comfortable underwear that looks cool and is packaged well, which you also do, by the way.
But it can't be an easy story to tell, is it, from a marketing perspective? There's
Yeah, I think the one thing that's been challenging is that people don't really pay much attention to their underwear.
They're more than happy to spend 80, 100 pounds on skincare, gym leggings, a dress for a night out.
And that has been the most challenging part of launching Underdays is we've really had to convince women You spend a little bit more, but you get so much in return.
And why invest in your skincare, which is of course important, but overlook something that literally is the closest to your most intimate parts? It doesn't make any sense.
And how do you do that? Because I know that you have a community of really loyal customers, myself included.
And I'm trying to remember how I got introduced to your brand through our industry.
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