How does Lily of the Valley's custom lingerie lift women at every stage of their lives? PhilSTAR Life

How does Lily of the Valley's custom lingerie lift women at every stage of their lives?  PhilSTAR Life

Self-love and empowerment.

These are two values ​​that entrepreneur Camille Escudero aims to bring out in every woman who buys products from Lily of the Valley. It is also with this rooted purpose that the Filipino lingerie and sleepwear brand continues to expand – both in terms of revenue and recognition – since its birth in 2014.

Lily of the Valley is known for its vintage products, or “Relief Lilies,” which include menstrual underwear and reusable menstrual pads. They also specialize in sports bras (Freedom Lilies) and sleepwear (Serenity Lilies).

While all of this is aimed at helping women overcome the issues they regularly face, Escudero has shown just how big of a heart her brand has, with its 'Life Lilies' nursing bras.

Escudero has made its bras easily customizable to meet the needs of Filipino women of all sizes and at every stage of their lives.

“If they are outside the standard or are in between sizes, we can make her underwear to her size. Also, if a customer says, 'Can you make something smaller or can you make something larger?'” she explained, “then we can change that.”

This goal of “meeting the needs of underserved and unrepresented people” is felt not only by Escudero’s customers, but also by the communities its brand supports through its give-back programs.

“Every year, we provide menstrual products to public school scholars. One of our partners is Manila Science High School,” she said. “Our partner, Youth UpRising, is what connects us to public schools in Las Piñas because we live there.”

Additionally, Lily of the Valley donates portions of its proceeds to the non-profit organization Roots of Health as part of its “sexual and reproductive health programs for young mothers in Palawan.”

Learn more about Escudero and her brand that champions women's reproductive health and sustainable living in this interview with Filestar L!fe.

Camille Escudero (far right) with Lily of the Valley models
How did you bring lily of the valley to life?

Lily of the Valley was started in 2014, but its origins go back years. We have a family business that focuses on underwear, and young friends from college will always receive underwear as Christmas gifts. So they planted the idea of ​​creating a brand and selling it to Filipinos because we make the products overseas.

Then in 2014, a friend of mine asked me if I could make period leggings. At the time, I really had no idea what it was. So we conducted interviews, had a bunch of focused discussions, and Lily of the Valley was born.

Our first product was menstrual panties because we wanted to address menstrual pain, unwanted leaks and also the biggest problem with pads with small wings – they can lose their adhesives or they can rub against the skin and cause irritation.

In 2019, we relaunched the product and introduced an improved version of our menstrual panty. Now, we have menstrual underwear that you can bleed into. They are washable and reusable, and you can reuse them to use disposable pads.

What inspired you to add reusable bras and pads to your products?

We wanted to offer sustainable ways to manage menstruation, so we also introduced reusable and washable cloth pads. At the same time, we launched nursing bras. There were Cassie's friends who would give reviews about her nursing bras, so we made a product that was practical and looked pretty too.

One of the main concerns of soon-to-be mothers is changing their bodies because they have a baby growing inside them. This often causes them anxiety and so we want to help alleviate this by providing products that make them look and feel good so they can feel beautiful and good about themselves. Also later, when their body changes again, we can help them change their size. That's also one of the things we offer, free sizing for moms whose bodies are changing.

We also make bras for people who have had a mastectomy. These are people who have had breast cancer and had their breasts removed. Therefore, sometimes, if one breast is removed, it will look uneven.

So they will come to us and ask us to make a bra to make their bodies look even. So what we do is we make one side that holds the natural breast and another side that has the filler. Then kapag sinuot niya, it will appear that she has two breasts instead of one.

Why does Lily of the Valley support reuse?

We want to be a brand that positively impacts society so we create purposeful and practical products. Apart from that, we also want to empower our customers through our products. This empowerment may mean giving them confidence in their daily lives, supporting them in their lifestyles of more conscious living, caring for the environment, and caring for our community.

How can you apply Filipino culture and heritage to your brand?

First, we are proud to design and produce in the Philippines. Because many people think that when the quality is high, it is expensive and is only made abroad. We want to show everyone that Filipinos can also produce this, and that Filipinos can also produce world-class quality products.

The other reason is that we want to continue producing locally because we support the communities around us. Lily of the Valley is made up of 90% women. By helping these women, we are also helping their families.

What makes your brand stand out from other local lingerie stores?

The first is that we are very focused on needs. We develop products because we listen and learn from our community. So we offer products that meet those needs. And I'm proud to say that we always serve those who are underserved and underrepresented.

Secondly, our products are long lasting because our materials are durable, high quality and work well. That's why we offer free post-treatment services because we know it can last a long time even if you move to a different stage in your life.

The third is after-sales service where we provide free repair and free modification for your products. I don't think other brands offer that. But we do it because we want you to keep using your lilies and also to promote sustainable living and reduce clothing waste. Because if you throw it away, it will go to the landfill. So, if you can still use it with some tweaks and fixes, we will be happy to do so.

(Tags for translation)Philippines

You may also like...

Leave a Reply