By Josfyn Uba
Seun Tayo-Balogun is the founder of Brief Essentials, a one-stop shop for lingerie and shape wear that cater for both men and especially women to have the perfect, well fitted underwear.
Tayo-Balogun, originally a lawyer built a community for women on her social media page where she shared solutions to issues that come from wearing the wrong underwear. Now the platform has revolutionized the online lingerie shopping experience in Nigeria, offering a wide range of sizes and styles to flatter everybody.
In this interview, she speaks about the misconceptions many people have about underwear and things to note for budding start-ups
You have been in the lingerie; underwear and gym wear business for a long. What is your biggest experience dealing with both women and men when it comes to misconceptions?
One of the biggest things we hear is that women just want to be heard. It’s important to listen to their concerns and offer solutions that fit their needs. Often, misconceptions come from past experiences or lack of information. That is why we focus on lingerie education and providing resources to help women find the perfect fit.
What are the biggest challenges you face in the lingerie lines?
One major challenge is that many people still don’t know their size. As an e-commerce-first business, we are constantly bridging this gap by providing lingerie education and self-help guides and resources.
We have heard several times that a woman should own about 150 underwear panties and about 20 good brassieres to be very hygienic. How true is this?
It’s more about quality than quantity. Ideally, have 5-7 well-fitting bras that you rotate throughout the week. However, understand that budget plays a role. Even with two bras, washing them regularly is crucial. As for panties, you don’t need 150! A comfortable stock of 6-10 pairs is sufficient, as long as you wear a clean pair daily.
What are the funniest misconceptions you have heard about underwear?
That you need to buy shape wear in a smaller size for it to work! It’s about finding the right fit for your body, not squeezing yourself into something uncomfortable.
Most African ladies, especially Nigerians were taught to spread their underwear inside the house to dry. We have heard that underpants need the sun to keep bacteria away, how true is this?
This is a common misconception. While the sun can help, it’s not essential. Proper washing is more important than sun drying for hygiene purposes. Washing with hot water (around 60°C) is more effective at killing bacteria than cold water. Always check the care label for washing instructions. You can line-dry your underwear indoors in a well-ventilated area to achieve the same effect as sun drying.
There has been an argument about this for a while. Is it unhealthy for women to sleep with a bra on?
There’s no health risk to sleeping without a bra. It’s a matter of personal preference. Choose comfort. If you prefer a bra for support, opt for a soft, breathable fabric with light support and no underwire. Ultimately, the choice is yours.
Many women have said they react to detergent when they use it to wash their underpants. Is there any special wash liquid for underwear?
For delicate garments like underwear, I recommend using a detergent for delicate or a gentle hand soap.
You recently launched another shape wear line. Can you give a brief insight about it.
Absolutely, we have the Powersculpt collection. It’s a line of shape wear designed to enhance women’s natural silhouettes with unmatched comfort and style. The range has two lines: Powersculpt Conceal and Powersculpt Slim. The product smoothens out folds seamlessly, while Powersculpt Slim provides an instant trim and a lifted derriere. Made from a blend of nylon and spandex, the collection includes sizes up to 6XL and offers 15 styles tailored for various needs and occasions. With a convenient split crotch for easy bathroom access, these body-shaping garments are your go-to solution for keeping everything tucked in and under control.
What inspired the launch of the Shape wear?
In 2011, I saw a gap in the Nigerian e-commerce market for high-quality, accessible lingerie. I wanted women to feel confident and beautiful without breaking the bank, and that’s how Brief Essentials was born. Since then, we’ve revolutionized the online lingerie shopping experience in Nigeria, offering a wide range of sizes and styles to flatter everybody. Our vision is to help women find the perfect fit.
One of our goals at Brief Essentials is to ensure that every woman is comfortable and confident regardless of shape or size; this ethos inspired the shape wear line, designed to enhance and sculpt what’s already there while ensuring inclusivity because every ‘body’ matters. The PowerSculpt Collection is designed to hold you in without holding you back, ensuring you step out with poise, grace, and the assurance that you look and feel your absolute best.
What is your advice for young people who want to go into the lingerie business and what notes to take?
My advice for young people who want to venture into this business is: Just start! The journey of a thousand miles begins with a single step. Do your research, Understand the market, and focus on quality and customer service. Be persistent and consistent in your efforts.
Just like changing a toothbrush every three months. How often can someone change their underwear?
The lifespan of a bra is on average 6-12 months and it depends on how often you wear them. A bra that is not used frequently would last longer than the one often used. There are lots of factors at play, ranging from washing, storage, elasticity breakdown, and changes in body size. Here’s a rule of thumb, always look out for signs your bra needs replacing, like stretched bands, cups that gape or overflow, wandering straps, damaged hooks and wires and a general lack of support and lift.
Being an entrepreneur requires dedication. How do you navigate the challenges?
Entrepreneurship is definitely a journey! There are ups and downs, but with the right systems and a supportive team, it gets easier. The key is finding a balance – working hard to achieve success while also making time for myself and the people I care about.
Why is fit so important when it comes to underwear?
Ill-fitting underwear can be uncomfortable and even lead to health issues. That’s why Brief Essentials is all about providing a perfect fit for everybody. We offer a wide range of sizes and styles, and we’re constantly developing resources to help women find their ideal match. When you wear the right underwear, you feel confident and supported throughout the day.
