Our Story

We began with a mission to create underwear for women managing health conditions, but we quickly realised that skin sensitivity affects far more women than we ever imagined.

Founded by a Solo Founder

Cheeky Hug was founded by Paula, whose journey grew from a deeply personal need. Having lived with a rare skin condition for years, she spent a long time in silence, not fully understanding why her body felt the way it did. It was only after her diagnosis that she discovered communities of women sharing the exact same struggles: underwear that irritates, digs in, and causes painful rashes.

Paula realised that while these experiences were common, the solutions were not. She decided to create underwear that does it all - absorbing moisture, preventing leaks, and letting the skin breathe, all while remaining supportive. Most importantly, she believed that comfort shouldn't be "dull." Cheeky Hug is designed to be fun, flattering, and even a little sexy, because every woman deserves to feel beautiful in her own skin.

1 3

Commitment

To understand women’s biggest challenges, we teamed up with a group of women to run a survey, test a variety of materials, and organise hands-on trials. In total, 160 women shared their honest experiences, frustrations, and preferences. We experimented with different cuts, sewing techniques, and stitches to discover the best ways to create irritation-free underwear and we’ll keep refining our approach to make sure it truly meets real needs.

MADE WITH CARE

Carefully selected fabrics

Tencel Modal

For the underwear, we tested materials and ultimately chose Tencel™ Modal for its exceptional qualities: softness, durability, breathability and gentle elasticity. We only source OEKO-TEX® STANDARD 100 labeled fabrics, tested for harmful substances, and aproved safe for human health.

Bamboo

Thong liners are made from a bamboo fabric called Zorb® 3D Bamboo Dimple with Antimicrobial Silvadur®, tested for harmful substances, and aproved safe for human health. It's perfect for controlling bad odors and creating long lasting freshness without toxic chemicals.

What's Happening Now?

Quality and care are at the heart of everything we do. The images you see on our site are of original pieces handmade by our founder to help gauge interest and perfect the fit. While you explore, our professional seamstresses are hard at work bringing the final collection to life.

The Limited First Drop
Very soon, we will release a limited edition batch of just 50 pieces. To ensure you don’t miss out on this initial run, we invite you to join the waitlist on your favorite product page.

We’re Here to Listen
If you can’t find exactly what you’re looking for or simply want to share your story with us, we would love to hear from you. Your feedback helps us grow. Contact us here.

Explore our collection