Genevieve started Underbares in 2018 because she could not find a lingerie brand that resonated with her. It is a landscape of extremes: over-sexualized push-up, lacy undergarments or functional bras that are not particularly pretty or comfortable (still made with painful wires). She thought there has to be a middle ground—a brand that understands we want to feel both comfortable and beautiful in our own skin. Out of frustration, she decided she would try to build this brand since she could not find it.

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