Julie May
Rated: Good
Price: $$
Location: UK
Quick verdict
JulieMay is best for women with sensitive skin, allergies, eczema, or post-surgery needs who want genuinely hypoallergenic lingerie that's also ethically produced. Its unique standout: the only Allergy UK-accredited lingerie brand, combining GOTS-certified organic Pima cotton with Fair Trade Mulberry Peace Silk. The caveat is that documentation gaps leave the brand with limited third-party validation, and the very small operation (one founder plus 23 garment workers) means production capacity is constrained.
Key info
- Headquarters
- Kent, United Kingdom (manufacturing in Hong Kong)
- Founded
- 2018
- Product categories
- Underwear
- Price range
- $$
- Key certifications
- GOTS Organic Cotton, Allergy UK Accredited, ISO 14001, ISO 45001, Eco-Stylist Silver Stamp
Julie May sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
GOTS-certified organic Pima cotton and Fair Trade Mulberry Peace Silk (cruelty-free, silkworms hatch naturally). All hardware is non-metallic acrylic; elastics are cotton-wrapped. Some lace styles contain synthetic elements.
Exclusive factory in Hong Kong (Peninsula Knitwear) pays workers HK$62.50/hr, 56% above statutory minimum. ISO 45001 certified for workplace safety. However, no independent Fair Trade or Fair Wear Foundation certification.
Eco-friendly detergents, small-batch dyeing, no harmful dyes. ISO 14001 certified. Partners with Greenspark, Plastic Bank, and Eden Reforestation. Seasonless collection avoids trend-driven waste. No climate targets with measurable timelines.
Discloses factory location, worker wages, and material certifications. However, publicly verifiable evidence remains insufficient. Tier 2 and Tier 3 suppliers not disclosed.
Bras $72–$96, briefs $27–$32. Mid-to-premium for sustainable lingerie, competitive with Organic Basics. For women with genuine skin conditions, customers describe the products as "life-changing."
What they do well
- Unique health-focused niche. The only Allergy UK-certified lingerie brand, scientifically tested and dermatologically approved, lab-verified free of 22 harmful chemicals including formaldehyde
- Thoughtful material innovation. Organic Pima cotton (3x softer than regular cotton), Peace Silk linings in all bra cups and underwear gussets, cotton-wrapped elastics, acrylic hardware, and tag-free construction
- Strong give-back programmes including partnerships with Uncommon Threads, Smalls for All, Eden Reforestation Projects, Plastic Bank, and a bra recycling programme with discount incentives
- Inclusive and accessible design covering post-surgery/mastectomy bras, front-fastening bras for limited mobility, and back-support options. Sizes 30B–40G. BIPOC woman-owned brand.
- Seasonless, low-waste production. Evergreen collections, small-batch manufacturing, and fabric scraps repurposed into bows and marketing materials
Room for improvement
- Transparency gap. The brand needs to formalise disclosures in formats recognised by third-party rating bodies, as publicly verifiable evidence remains insufficient.
- No independent labour certifications. No Fair Trade, B Corp, or Fair Wear Foundation verification. ISO certifications cover management systems, not specific labour outcomes.
About Julie May
JulieMay was founded in 2018 by Tiffany Chiu, a BIPOC entrepreneur based in Kent, UK. The brand was born from a personal story: Tiffany's mother Julie developed painful breast rashes after childbirth, and Tiffany discovered virtually nothing on the market was truly allergy-friendly. She left her law degree at Edinburgh University to create the world's first elegant, hypoallergenic lingerie line.
Core materials are GOTS-certified organic Pima cotton, a long-staple cotton that's exceptionally soft and durable, and Fair Trade Mulberry Peace Silk, produced without harming silkworms. All bra cup linings and underwear gussets are 100% pure silk. Manufacturing takes place at Peninsula Knitwear in Hong Kong, employing 23 garment workers at HK$62.50/hour (56% above minimum). The factory holds ISO 9001, ISO 14001, and ISO 45001 certifications.
JulieMay operates separate US and UK e-commerce stores. Free US shipping over $100; unlimited exchanges for sizing. The brand has won Best Lingerie Brand of the Year (London & South East Prestige Awards 2022) and was selected as one of Britain's SmallBiz100. It holds an Eco-Stylist Silver Stamp of Approval. Pricing sits at the accessible end of premium sustainable lingerie, competitive with peers like Organic Basics.
Product highlights
Georgia Full Coverage Wireless Bra
Silk-lined, crossover back design for posture support
~$82–$96
Combines back-pain relief with allergy-free organic cotton and silk, rare in the back-support category
Rosie Non-Wired Comfort Bra
Pull-on comfort bra with silk-lined cups and lace detailing
~$72–$82
Praised as "subtly sexy" — the everyday comfort bra
Elysia Front Fastening Bra
Front-zip bra for limited mobility or post-surgery recovery
~$82–$96
Solves a real accessibility need while maintaining elegant, non-clinical aesthetics
Silk & Organic Cotton Brief
Standard and high-waisted cuts with 100% silk gusset
~$27–$32
Customers call the silk gusset "a revelation" — flattering designs that defy comfort-underwear stereotypes
