In an age of booming entrepreneurship and business pursuits, Amour Caché has cut through the noise with the launch of their authentic, inclusive lingerie line. Founded by two dynamic women-of-colour entrepreneurs, Deean Yeoh and Agnes Zhan, Amour Caché (French for “hidden love”) offers a community for women to share and celebrate all their experiences.
As two women who love intimate apparel, Yeoh and Zhan know how hard it is to find the perfect bra with the perfect fit. When they first conceived the idea of Amour Caché, they discovered that their struggle to find the perfect bra encompassed all kinds of women – from those who’d been wearing ill-fitting bras for years, to women who’d battled breast cancer and found few post-recovery options.
When one of the co-founders discovered she had breast lumps, it reminded them how ever-changing the female body is – how ever-changing a person’s needs are. “We made Amour Caché because we know that your needs can change in the blink of an eye,” said Yeoh. “From everyday reliability to confidence when you’re down, to compassion when unexpected health concerns arise.”
Amour Caché prioritises support for all of your experiences, not only through their upcoming lingerie collection but also through their recently launched online magazine, L’AMOURZINE. The brand’s focus on fostering genuine community through storytelling, rather than just product, highlights the ingenuity of the brand and the sincerity of their mission – to uplift and celebrate all walks of life.
