Why Mature Women Deserve Better Underwear

By Wicks founder, Lisa

When Wicks launched, I thought our customer would primarily be women looking for an elevated take on absorbent underwear.

Within weeks, it became clear I'd got that wrong.

The women embracing Wicks were in their forties, fifties, sixties and seventies. They weren't simply looking for functionality. They were looking for beautiful underwear for mature women that quietly supported the bodies they have today.

As a young business, we had the flexibility to respond quickly.

I booked a flight to our manufacturer in Sri Lanka and redesigned every pattern around what our customers were asking for. We introduced higher waistlines to create high-waisted underwear for women, 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, creating comfortable underwear for women who wanted beautiful design without compromise.

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. You might experience the occasional light bladder leak when you laugh. Your skin may have become more sensitive, or you simply find yourself prioritising comfort more than you once did.

While these changes are common, persistent or concerning symptoms should always be discussed with your healthcare professional.

For many women, they're simply another reminder that our bodies continue to evolve throughout life.

The Problem Wasn't Functionality

The more women shared their stories with me, the more I realised the problem wasn't that functional underwear existed.

The problem was that functionality too often came at the expense of how the underwear looked and felt.

Many women told me the products they were wearing made them feel infantilised, or as though their bodies needed fixing, when all they really wanted was lingerie for mature women that reflected where they were in life.

I couldn't help thinking we deserved better.

Why Wicks Changed Direction

Listening to our customers changed the direction of Wicks.

Rather than designing around functionality, we started designing around the woman wearing the garment.

Every decision begins with the same question:

How can we create beautiful underwear for mature women that supports the body she has today?

That question continues to guide every style we create. From the fit and fabrics through to our GOTS-certified organic cotton linings and discreet functionality, every detail is designed to help women feel comfortable, confident and beautifully themselves.

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 for light bladder leaks, our needs naturally evolve as we move through life.

At Wicks, we believe beautiful lingerie and thoughtful functionality belong together. Our organic cotton underwear Australia collection is designed for bodies that have lived a little, combining everyday comfort with elegant design.