LilUnderwear

Lilunderwear (styled LilUnderwear in our records) is a Quebec lingerie brand that began in 2020, when Lily-Rose Daigle, then 18, started sketching designs in her family's basement during the COVID-19 lockdowns. With her business partner Jean-Philippe Dupaul she launched the first set in April 2021. The company is based in Granby, Quebec, sells online and through its own boutiques, and calls itself "fièrement canadienne," proudly Canadian.

A basement, a sketchbook and April 2021

The brand tells its origin story in a few lines. Lockdown closed schools and shops, Lily-Rose Daigle drew lingerie at home, and two months after she met Jean-Philippe Dupaul the pair released their first set. That was April 2021. She is the company's president and he is vice-president.

Few lingerie brands can date themselves this precisely, and fewer started with a founder still in her teens. The pandemic produced a wave of small direct-to-buyer underwear labels across North America. Most stayed online. Lilunderwear is unusual in having moved quickly into physical shops.

From one employee to about thirty

According to the company, it has grown from a single employee to around thirty. Its headquarters are in Granby, a town about an hour east of Montreal. It runs three permanent boutiques, in Saint-Bruno, Quebec City and Laval, plus a pop-up shop. For a brand that sold its first set in 2021, that is a fast build-out, and all of it is inside Quebec.

Sourcing trips to Paris and Asia

The founders design the collections themselves in Quebec. Making them is another matter. The company says the pair traveled on business to Paris in 2022 and to Asia in 2023 to find better suppliers and to locate ethical factories. It does not name the factories or the countries where the garments are sewn, and the product listings checked for this entry give no country of origin.

That pattern is typical of young lingerie labels. Lace and trims are often sourced in Europe, while cut-and-sew happens wherever a factory will take small runs at a workable price.

Bloom, Rosella and the price ladder

The product range is more decorative than its "everyday comfort" basics suggest. The online shop lists sets built around a bra, matching briefs and often a garter belt:

Collection	Fabric as described	Pieces
Bloom	lace and mesh	bralette, balconette, Brazilian brief, tanga
Rosella	embroidery and satin	balconette, tanga
Chanel	red embroidery with metallic thread	balconette, Brazilian brief, tanga, garter belt
Stella	pink embroidery with metallic thread	balconette, Brazilian brief, garter belt
Everyday Comfort	not specified	bralette, tanga

Prices on the shop run from $14.95 for a basic tanga to $84.95 for an embroidered balconette, with bralettes in between. The French-language product names, "balconnet," "brésilienne," "porte-jarretelles," reflect the home market. The Brazilian cut and the tanga do much of the work on the briefs side, and the embroidered sets lean on embroidered fabric worked with metallic thread, a look more often associated with European lingerie houses.

Beyond sets, the catalog covers strapless and underwired bras, thongs, bodysuits, corsets, pajamas, swimwear and accessories.

Size range and message

Sizes run from XXS to 3XL. The company frames its mission around inclusivity, softness and style, and around body diversity and self-confidence. Its own tagline is "Be yourself with Lilunderwear," and it describes itself as more than a brand, "a movement" for kind, inclusive and authentic lingerie. That is standard language for the generation of labels born online after 2015; what sets this one apart is the store network.

A Quebec brand, sold in Quebec

Lilunderwear is a young and regional business. Every boutique it lists is in Quebec, its marketing is bilingual with French first, and its October campaign for breast cancer awareness, "Octobre Rose," runs under the French name. Some five years after its first set went on sale, it employs about thirty people and keeps three shops open in the province where it started.

Last updated October 7, 2026