When a creator turned entrepreneur decides to fix what she herself found broken in the wardrobe, the result is part product, part cultural intervention. That’s the arc of Underneat’s rise: an India-focused shapewear and intimate-wear brand built from real-user frustration and amplified by strong creator-led distribution.

How the brand is growing (fast, and by design)

Underneat launched with a playbook that’s become familiar, combining creator credibility with direct feedback loops, but executed with uncommon speed. The brand translated social attention into a mass-market product fit within months and has since attracted institutional capital to scale. Recent coverage places Underneat among the faster-scaling D2C fashion plays in India, with a Pre-Series A raise led by venture investors and press reporting large revenue run-rates since launch.

Problems Underneat set out to solve

At its core, Underneat attacks three linked problems:

• Fit for Indian bodies and climate. Many global shapewear products are polyester-heavy, hot, and ill-fitting for the range of Indian body shapes. Underneat emphasizes fabrics, silhouettes, and construction that suit Indian summers and everyday wear.
• Lack of honest user-centred product development. Instead of designing for models, Underneat says it leans on community testing and iterative product updates driven by real feedback.
• Representation and language around shapewear. The brand positions shapewear as a confidence tool rather than punishment, using candid creator storytelling to normalise discussion about fit, sizing, and comfort.

What makes it different beyond the influencer headline

There are plenty of celebrity-backed labels; Underneat’s edge comes from three tactical choices:

1. Product-first iteration: Fast design-test-learn loops with customers shape product changes such as materials, sizing, and cuts.
2. Positioning: They offer mass-premium, functional shapewear for daily life instead of only special-occasion waist trainers. This is reflected in their product mix, which includes bras, seamless shapers, bodysuits, and mid-thigh pieces available both on their site and through retail partners.
3. Distribution blend: A D2C storefront combined with selected retail and marketplace listings allows them to scale reach quickly.

Who runs the company and the team approach

Underneat was co-founded and publicly fronted by the creator who conceptualised the brand, working alongside an entrepreneurial partner to build the business and a small product team focused on intimate-wear expertise and sourcing. Early job roles and product leadership in areas like product development, sourcing, and quality are highlighted on the brand site and launch communications. This serves as a signal that they prioritized technical know-how alongside creator voice. The business has since attracted investors and ramped up operations to match demand. (For accuracy: public sources name the creator as the brand’s face and list co-founding/leadership partners; investor and funding reports confirm the rapid expansion.)

How many people work there (the practical reality)

Public reporting and company profiles describe Underneat as a seed-stage D2C company that scaled quickly after launch. Rather than a single static headcount, the brand appears to run a compact core team supplemented by manufacturing partners and agency support for marketing and logistics. This is a common setup for fast-scaling apparel D2C brands. Investor and business press coverage corroborate rapid hiring and capacity scale following funding rounds.

Best-selling products & what customers love

Based on product visibility, retail listings, and the brand’s own merchandising, the following categories emerge as customer favourites:

• Seamless mid-thigh full-body shapers: These provide smoothing and anti-chafe benefits for daily wear.
• Minimizer and everyday bras: These are positioned as comfortable, supportive, and suitable for Indian body shapes.
• Bodysuits and targeted tummy-control pieces: These are marketed for a natural sculpt rather than aggressive compression.

These SKUs surface across marketplaces like Nykaa and Amazon, as well as Underneat’s own store, which indicates both high demand and distribution breadth.

Product narrative: how they talk about what’s under the outfit

Underneat’s product messaging focuses on three phrases repeated across product pages and blog voice: real bodies, everyday comfort, and functional confidence. The copy and creator storytelling frame shapewear as practical by highlighting breathable materials, considered seams, and targeted support zones that are all tested on everyday women rather than just models. That makes the product narrative less about changing your body and more about supporting your choices.

Brand narrative: the cultural story

The brand narrative stitches creator authenticity to pragmatic product design. Instead of aspirational perfection, Underneat sells normalised, candid conversations about what women actually wear under their clothes. It positions itself as a problem-solver for Indian wardrobes by providing an inclusive, climate-aware alternative to global shapewear options that don’t account for Indian bodies or temperatures. That story resonated quickly with consumers and investors alike.Underneat's messaging blends pragmatic product design with creator authenticity. The product narrative focuses on "real bodies, everyday comfort, and functional confidence," positioning shapewear as a practical support system rather than a tool for body change. The brand narrative offers a normalized, candid solution for Indian wardrobes, providing an inclusive, climate-aware alternative to global options. This approach resonated quickly with consumers and investors alike.

Closing: where Underneat sits in the market

Underneat is a textbook example of modern creator-led commerce that did not stop at marketing; it pushed into product engineering, community testing, and selective retail distribution. The result is a brand that is growing fast because it solved granular, everyday frictions involving heat, fit, and representation rather than chasing purely aesthetic trends. Investors and trade press now treat it as one to watch in India’s intimate-wear category.

Underneat is an Indian shapewear brand creating breathable, comfortable, everyday innerwear designed for real bodies and practical confidence.

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Underneat: The Story of a Creator-Led Shapewear Revolution

When a creator turned entrepreneur decides to fix what she herself found broken in the wardrobe, the result is part product, part cultural intervention. That’s the arc of Underneat’s rise: an India-focused shapewear and intimate-wear brand built from real-user frustration and amplified by strong creator-led distribution.The Problem Underneat Solves

Underneat was founded to attack three linked problems in the intimate-wear space, specifically targeting the Indian consumer:

• Fit for Indian Bodies and Climate: Many global shapewear products are polyester-heavy, hot, and ill-fitting for the diverse range of Indian body shapes. Underneat emphasizes fabrics, silhouettes, and construction that suit Indian summers and everyday wear.
• Lack of Honest Product Development: Instead of designing for models, Underneat says it leans on community testing and iterative product updates driven by real-user feedback.
• Representation and Language: The brand positions shapewear as a confidence tool rather than punishment, using candid creator storytelling to normalise discussion about fit, sizing, and comfort.

Product and Market Strategy: What Makes it Different

Underneat’s rapid growth is driven by three tactical choices that distinguish it beyond its influencer headline:

1. Product-First Iteration: The brand employs fast design-test-learn loops with customers to shape product changes such as materials, sizing, and cuts, ensuring continuous relevance.
2. Positioning as Mass-Premium: They offer mass-premium, functional shapewear for daily life instead of only special-occasion wear. This is reflected in a product mix that includes bras, seamless shapers, bodysuits, and mid-thigh pieces.
3. Distribution Blend for Scale: A D2C storefront combined with selected retail and marketplace listings (like Nykaa and Amazon) allows them to scale reach quickly and efficiently.

Rapid Growth and Business Overview

Underneat launched with a playbook that combined creator credibility with direct feedback loops, executed with uncommon speed. The brand translated social attention into a mass-market product fit within months and has since attracted institutional capital to scale. Recent coverage places Underneat among the faster-scaling D2C fashion plays in India, with a Pre-Series A raise led by venture investors and press reporting large revenue run-rates since launch.

The company operates as a compact core team, common for a seed-stage D2C apparel brand, supplemented by manufacturing partners and agency support for marketing and logistics. This structure allows for rapid scaling and capacity expansion following funding rounds.The Team and Leadership

Underneat was co-founded and publicly fronted by the creator who conceptualised the brand, working alongside an entrepreneurial partner to build the business and a small product team focused on intimate-wear expertise and sourcing. This signals a priority on technical know-how alongside the creator voice. The business has since attracted investors and ramped up operations to match demand. (Public sources name the creator as the brand’s face and list co-founding/leadership partners; investor and funding reports confirm the rapid expansion.)Best-Selling Products and Customer Favorites

Based on product visibility and retail data, the following categories have emerged as customer favourites, underpinning the brand's focus on everyday comfort and support:

• Seamless Mid-Thigh Full-Body Shapers: Valued for smoothing and anti-chafe benefits for daily wear.
• Minimizer and Everyday Bras: Positioned as comfortable, supportive, and suitable for the range of Indian body shapes.
• Bodysuits and Targeted Tummy-Control Pieces: Marketed for a natural sculpt rather than aggressive compression.

The Brand Narrative: Functional Confidence

Underneat’s product messaging is centered on three phrases: real bodies, everyday comfort, and functional confidence. The copy and creator storytelling frame shapewear as practical by highlighting breathable materials, considered seams, and targeted support zones that are all tested on everyday women. The brand narrative stitches creator authenticity to pragmatic product design, selling normalised, candid conversations about what women actually wear under their clothes. This positions Underneat as a problem-solver for Indian wardrobes by providing an inclusive, climate-aware alternative to global shapewear options.Market Position

Underneat is a textbook example of modern creator-led commerce that succeeded by pushing into product engineering, community testing, and selective retail distribution. The result is a brand that is growing fast because it solved granular, everyday frictions involving heat, fit, and representation rather than chasing purely aesthetic trends. Investors and trade press now treat it as one to watch in India’s intimate-wear category.

In Summary: Underneat is an Indian shapewear brand creating breathable, comfortable, everyday innerwear designed for real bodies and practical confidence.