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.

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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.

What's Happening Now?

The first drop

After months of prototypes, the first run was sewn in a small studio in Lithuania. Fifty pieces.

Fifty was a deliberate choice. This underwear is built differently, with no elastic at the waist or legs and edges folded from the fabric and stitched flat, and a first run is where you find out how that fits real bodies rather than a pattern. Making fifty means we can listen to what comes back and change the next one, rather than committing to hundreds of something we have not yet learned from.

If the fit is not right, send it back unworn and we will exchange it or refund you. That is not a caveat. It is how we find out what to change.

On the price

Twenty-three euros is close to what a pair costs us to make. We have published the full breakdown, line by line, so you can see where it goes.

We are here to listen

If you cannot find what you are looking for, or you want to tell us about your own skin, we would like to hear it. Much of what is in this first run came from women who wrote to us. Contact us here.

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