BeingU, the underwear brand that 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, opened its e-commerce site on Monday 13th February and highlighted the landmark with a publicity extravaganza at the Savoy Hotel, London. The site offers an inclusive lingerie solution to women in colours and styles that are specially designed to flatter their skin tone and body shape. 
Founded in 2011 it was a trailblazer at the time but Sadia Sisay, the Sierra Leone entrepreneur who developed the idea, had to put plans on hold upon the sudden and unexpected death of her husband. Creative director is Bok Goodall has helped Sadia to develop the range of microfibre moulded T-shirt bras, three piece cut and sew bras, a lined balconette made with soft dot mesh and a backless solutions bra in five skin tones (sure to be a winner!).
BeingU has a strong focus on fit (some styles ranging in size from 28-44 B-H) and has also developed the special high waist briefs with added back seams to hug those curves.
