Kusha Kapila is known for her relatable content, and with Underneat, she brings that relatability into the world of shapewear, recognising an enormous disparity in the Indian market. When it comes to shapewear, brands usually cater to one body type, leaving many Indian women unaccounted for and with a deep dissatisfaction with what they wear. Underneat was born out of that realisation, to create products that provide what women are looking for, great support and sculpting, while also embracing the diversity of Indian body types.
What makes Underneat stand out?
Underneat is more than just another shapewear brand. It is a movement that is grounded in authenticity and a genuine understanding of its audience. Kusha Kapila's brand is rooted in authenticity, driven by two core pillars: designing for real Indian bodies and a strong, community-driven approach for everyday women.
Designed for Real Indian Bodies
Underneat supports the diverse body types, clothing styles, and skin tones of Indian women and is size-inclusive (XS to 5XL). It is shapewear designed for all kinds of clothing, made from Sensil, featuring soft, breathable, eco-friendly, moisture-wicking, four-way stretchable, quick-drying fabric that blends seamlessly under your outfit and keeps you comfortable all day long.
Celebrity Inspired, community driven
Underneat benefits from Kusha's celebrity status, but the brand's true strength lies in its community. The voice of real users has driven Underneat’s innovation, testing products with a focus on real, everyday women, rather than celebrities or models, as their end users.
Rather than just launching a product, she interacted with her audience for several months with relatable, funny, and open content about common innerwear issues. In the 'What Are You Wearing Under?' series, Kusha was able to shine a light on the universally shared frustrations and insecurities that a lot of Indian women face about their underwear. Instead of just liking, sharing, and engaging in the product-selling conversation, the pre-launch buzz was entirely based on other people's experiences with common problems leading up to the actual launch of the product, which was memorable and garnered the community’s support.
Underneat’s Bestsellers for Every Occasion
From everyday work to event-ready looks, Underneat has shapewear for every occasion that not only supports your body in all the right places but also boosts your confidence. Here are some of Underneat’s bestselling products that will help you shine and flaunt your body:
1. High-Waist Tummy Control Shorts :
An everyday favourite among women, these shorts have tummy compression, anti-chafing panels, and an innovative three-buckle waistband to prevent rolling, making them perfect for any outfit or occasion where you want gentle shaping and invisible comfort. These high-waist tummy-shaping shorts are breathable, seamless, and available in sizes ranging from XS to 5XL.
2. Seamless Bodysuits for Statement Outfits
These invisible and sleek bodysuits are designed for dresses, jumpsuits, or any occasion that requires you to look and feel your best. You can choose from adjustable straps and strapless designs, all while getting a lift and smoothing in the tummy, hips, and back. These bodysuits are made from Sensil fabric, which features stretch for added comfort and a sculpted fit.
3. High-Waist Shaping Briefs for Confidence Every Day
With Breezy all-day shaping, without full coverage, these contour briefs provide a hint of tummy control with smooth edges that stay hidden under the clothes. They make an excellent everyday wear option as they are incredibly lightweight and fit like a second skin. These seamless contour briefs are available in neutral colours, are size-inclusive, and feature an antibacterial crotch for all-day freshness.
Backed By Experts, Loved By Fans
From stylists to working women, Underneat is a brand that caters to everyone with its carefully designed products and everyday performance. With thousands of glowing reviews, this new comfort-first shapewear brand is changing the shapewear market by putting your body’s needs first.
The success of Underneat is the result of the planned and researched development that goes into every product the brand makes. Underneat has partnered with textile engineers and fashion designers to ensure fit, durability, and skin-friendliness. You can see the expert-driven approach in the careful construction, seamless finishes, and compression zones that target and shape, providing effective shaping without inhibiting natural movement.
Join the Shapewear Revolution- Shop Now!
Underneat's philosophy is more than just about sizing and looks. Underneat’s products are made of innovative fabric technology that is breathable and comfortable to wear all day. It is a misconception that shapewear always feels restrictive and uncomfortable. Underneat strives for designs that reflect the needs of Indian women who wear diverse outfits and attend different events throughout the day. They are not only aiming for functional shapewear designs that suit all occasions, but also striving to make women feel good about their bodies, building their self-esteem from the outside in!
Underneat isn’t just a shapewear brand, it’s a movement and a way of empowering women’s natural bodies. Say goodbye to painful shapewear that doesn’t fit and hello to the kind of confidence that actually feels good. If you have been waiting to feel supported and celebrated, shop the collection now.
