About

Hi, I'm Paula, a solo founder of Cheeky Hug. This brand grew from a deeply personal need, as I have been living with a rare skin condition since I was three. Only a few years ago, after joining communities of women with similar experiences, I realised how many of us struggle to find underwear that truly works. We want pieces that absorb moisture, prevent leaks, let our skin breathe, feel comfortable and supportive — and still look fun, flattering, even a little sexy. Not dull. Not granny-like. Just underwear that makes us feel good.

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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

Fabrics

Tencel Modal

For the underwear, we tested materials and ultimately chose Tencel 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?

Production takes time and care, and the images you see on this page are handmade to help us gauge interest before we invest in full production. Each product below has its own waitlist, where you can leave your email for the styles you love. Every sign-up reassures us that we’re moving in the right direction—and it means you’re joining us on this journey.

If you cannot find what you are looking for but would like to speak with us, we would love to hear from you. You can contact us here.

Explore our collection

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