SADIA SISAY, a Sierra Leonean woman, is ready to tackle diversity with her innovative and equally stylish lingerie brand.

beingU is focused on providing high quality lingerie for women of all skin tones with a particularly strong focus on black women and other women of colour. Sisay is driven by the idea that women should feel valued in all they experience, and was heavily influenced by Sisay watching her daughter grow into a young lady in an environment where her skin tone is very underrepresented.



“I’ve spent over 30 years searching for gorgeous underwear to suit my skin tone and body shape and this is the first range that addresses these things,” said Sadia.

“We know from a survey conducted for beingU that a staggering 82% of women surveyed across the USA and UK said they did not find it easy to find lingerie similar to their skin tone and 94% of respondents said they would buy skin tone lingerie if it was available.”



beingU is available to purchase from February 2017, and is the only lingerie brand that has designed briefs specifically to fit the fuller bottom shape ,and has five styles of bra that work from a 28 to 44 back and up to an H cup.

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