Pure Organic Lingerie for Sensitive Souls
Born from Necessity (2015)
JulieMay was founded in 2015 in London by Julie Mayer, a woman whose own struggle with skin sensitivities led her to discover that virtually all commercially available lingerie contained chemicals that aggravated her condition. Synthetic dyes, formaldehyde-based finishes, nickel hardware, and petroleum-derived elastic — the standard building blocks of modern lingerie were a minefield for sensitive skin.
Mayer's solution was radical: create lingerie from GOTS-certified organic cotton with absolutely no synthetic chemicals, no toxic dyes, and no allergenic metals. Every component, from the fabric to the thread to the adjustment hardware, was scrutinized for potential irritants.
GOTS Certification
JulieMay achieved Global Organic Textile Standard certification — one of the most rigorous textile certifications available. GOTS certification covers the entire supply chain, from raw material harvesting through manufacturing, packaging, and labeling. For a lingerie brand, meeting these standards required sourcing every component from certified suppliers and maintaining chain-of-custody documentation throughout production.
Design Without Compromise
The challenge of organic, hypoallergenic lingerie was creating products that looked and felt like regular lingerie rather than medical garments. Mayer invested in design that proved organic didn't mean austere. JulieMay's collections featured delicate organic cotton lace, thoughtful silhouettes, and colors achieved through plant-based dyes.
Serving the Underserved
JulieMay found a devoted customer base among women with eczema, psoriasis, chemical sensitivities, and autoimmune conditions — a population that had been entirely ignored by the mainstream lingerie industry. For these customers, JulieMay wasn't a lifestyle choice but a necessity, providing comfortable, non-irritating intimates that allowed them to wear beautiful lingerie for the first time.