Designing for bodies that have lived a little

Most absorbent underwear is designed for a very specific body and stage of life. Typically younger, pre-pregnancy, often teenaged even. Designs are fun and youthful, but as we've discovered here at Wicks, this aesthetic leaves a huge number of women underserved in this category.

When Wicks was launched, we did a lot of testing to see who was interested in our product so we could hone in on our customer. And as the brand evolved, it became clear that our customer was very different indeed. 

The Wicks woman is sophisticated. She knows who she is and she likes nice things. Wicks is designed for women postpartum and beyond. Women who know what they like, and want to feel like they’re wearing something that was made with them in mind.

Wicks is here to serve this demographic.

We use softer, more considered fabrics. Pieces that feel gentle against the skin, rather than restrictive. There are no thick branded elastics cutting across the body, no harsh finishes. Everything is designed with the wearer front of mind. 

The cut is different, too. Our briefs are designed with more generous leg openings, allowing for movement and comfort without digging in. It’s a small detail, but one that makes a noticeable difference over the course of a day. At the same time, we’re continuing to refine and expand our fits, with pieces designed with smaller leg openings coming soon, so we can better serve a wider range of bodies.

What we’ve heard again and again from customers is that so much of what’s available in this category doesn’t reflect how they see themselves. 

Women still want to feel considered, even if they're wearing something functional. They still want pieces that feel beautiful, even if no one else sees them. And they want products that fit seamlessly into their lives.

That’s why Wicks pieces are designed to look and feel like lingerie first. The functionality is there, but it isn’t the defining feature. You wouldn’t know at first glance that they’re absorbent. They read as refined, minimal, and wearable.

And that changes how people use them. Wicks women wear our pieces everyday for everything from light bladder leaks, to the unpredictability of perimenopause. They have become something our customers wear because they want to. On long days, on hot days, while travelling, or simply as part of your everyday routine.

We have created product lines with different absorbency levels and even a new concept in lingerie our All Day Fresh Range for everyday wear. This range has pieces with just one absorbent layer and no waterproof backing, making them perfect for just in case moments or simply to stay fresh all day. 

While our most popular pieces are our high waisted styles, we also get women of all ages telling us the low-rise pieces make them feel attractive in a way they haven't for a long time.

The point of designing for a more mature demographic isn’t just about creating a more elevated product though; it’s about recognising that this customer has been overlooked for a long time. Mature, confident, independent women are a hugely influential demographic. They are vibrant, loyal and (thankfully) they love supporting a female founded small business too! It's baffling that we are so often overlooked in marketing campaigns.

As we are finding here at Wicks HQ, once you design properly for the Wicks Woman, she notices.