It’s hard to imagine that until now, skin coloured underwear for brown skinned girls has not been a thing – with all the shades and tones of melanin-rich goddesses walking this African continent. This is why this brand is for US. Brown skinned girls – beautiful in every shade.

“GUGU” simply means ”Your object of desire”. A jewel, a treasure, worthy of honour, preserved.
Like your brown skin – beautiful in every shade.

“I started this brand to start a movement pro-brown skin. Not against anything else, but creating a product that can give confidence to women like me who have not felt represented in the shades of underwear that we can wear under white or sheer clothing. And I strongly believed from the start that, if meaningful solutions to problems that affect us as (black) women are to be – it will be because we have come together to do to for ourselves.” – Gugu Nkabinde. Founder and CEO.

So we exist to fulfill one MISSION – to adorn brown skinned girls in beautiful, premium quality underwear that complements your skin tone no matter what shade you are. Starting with our Basic range landing April 2017, the struggle to find underwear in your skin tone ends here.

Join the Gugu Intimates Community and stay up to date with our new launches, where we’ll be popping up near you and how you can take your confidence to new levels. Because if you can match your makeup to your beautiful brown skin, why can’t you match your underwear?