A black British business woman plans to tackle body image and diversity in fashion.
47-year-old Sadia Sisay is launching high quality lingerie for women of all skin tones, with a focus on black women.
The lingerie brand, beingU, also with a particular focus on women of colour, will officially launch this coming February.
beingU is the only lingerie brand that has designed briefs specifically to fit the fuller bottom shape. It also has five styles of bra that work from a 28 to 44 back and up to an H cup.
“I’ve spent over 30 years searching for gorgeous underwear to suit my skin tone and body shape” Sadia says. “This is the first range that addresses these things”.
Sadia adds that 82% of women surveyed across USA and UK struggle to find lingerie similar to their skin tone. “94% of respondents said they would buy skin tone lingerie if it was available”, she said.
Born in Sierra Leone, the British woman believes that who people are is more important than what they have done. Sadia’s entrepreneurial story is one of tenacity, courage and passion.
She moved to the UK from Sierra Leone at 16, trained as a cancer nurse, then worked in the pharmaceutical industry. It was in 2008 when she decided to start her own business, that the conception of beingU happened.
After a failed attempt to launch the brand in 2011, Sadia is back and more passionate than ever.
Sadia is driven by the idea that women should feel valued in all they experience. An idea heavily influenced by watching her daughter grow into a young lady in an environment where her skin tone is very underrepresented.
beingU has a unique mission. It enables women to embrace their skin colour and body shape, to feel treasured and beautiful. This is achieved through the wearing of beautiful underwear designed with their body in mind.
Ultimately, making women feel “visible” is at the core of this inspirational brand.