Our Story

We were tired of uncomfortable underwear with digging-in elastics and rough trims. We could never find simple, modern and fun options (with good fit and in the right sizes) so we decided to create them ourselves.

After setting up Phaein in October 2018, it took us over a year to develop the styles and sizes we are now proud to present. Turns out it takes exactly 14 months to source, develop and produce a first lingerie collection 😉

From the start we wanted to create underwear that works for different body shapes and provide meaningful information for our customers. We want to empower women to understand what will work for their body shape, rather than have a one-style fits all approach.

Whether you have large or small, firm or jiggly bits, we’ve always believed the right underwear will boost your confidence and comfort. Underwear should feel like a second skin.