Why So Many Women Are Looking for Underwear With Discreet Functionality

By Wicks founder, Lisa

Within weeks of launching Wicks, emails began arriving from women in their forties, fifties, sixties and seventies. They were looking for beautiful lingerie that quietly supported the bodies they have today. The business was in its first few months, and so I got to know my customers as well as I could, to see where and how the business might work best.

As soon as I realised who my customer really was, I booked a flight to our manufacturer in Sri Lanka and redesigned all our patterns to reflect the new direction.

We introduced higher waistlines, fuller coverage across the back, luxuriously soft fabrics and GOTS-certified organic cotton linings for breathable comfort. We removed bulky elastics so nothing digs in, and incorporated discreet functionality throughout the range. 

Bodies Change. That's Normal.

As women move through different stages of life, our bodies naturally evolve.

Perhaps you've had children. Perhaps you're navigating perimenopause. Perhaps you've simply noticed that your body isn't quite the same as it was twenty years ago.

You might experience the occasional light bladder leak when you laugh. You may find yourself wanting to stay fresher on long days. Your skin may have become more sensitive. You may simply value comfort more than you once did.

These changes are a common part of many women's lives, although it's always worth noting that persistent or concerning symptoms should always be discussed with your healthcare professional.

For many women, these changes are simply another reminder that our bodies continue to evolve throughout life.

The Problem Was How Women Felt

The more women shared their stories with me, the more I realised the issue wasn't functionality itself.

Too often, underwear with practical features looked purely functional. Beauty and comfort, ie the wearer, seemed to be an afterthought.

Many women told me the products they were using made them feel as though their bodies needed fixing, when really they just wanted underwear that reflected where they were in life.

I couldn't help thinking we deserved better.

Why Wicks Changed Direction

The women who wrote to me shaped Wicks into the brand it is today. They repeatedly said that while there are purely functional pieces available, they don't leave the wearer feeling great.

In order to meet this request, we got to know our customer and then designed with them front and centre.

Every decision begins with the same question:

How can we create beautiful lingerie for the body she has today?

That question continues to guide every new style we create. Every detail is considered, from the fit and fabric through to the quiet functionality that supports women without defining them.

Beautiful Lingerie That Supports Real Life

At some point, almost every woman begins looking for a little more from her underwear.

Whether that's softer fabrics, a more comfortable fit, moisture-wicking comfort or discreet absorbency, our needs naturally evolve as we move through life.

At Wicks, we believe beautiful lingerie can also be thoughtfully functional. Because bodies that have lived a little deserve underwear that's designed to live right alongside them.