The brainchild of Emily Bendell, Bluebella was founded with a simple yet profound vision at its core: to deliver luxurious lingerie, underwear, and nightwear to spirited, fashion-forward women. Our brand champions innovation, inclusivity, and exceptional style above all else, redefining sensuality with every new collection.
About Us
The Founder
"To me, lingerie is self-expression of individual style and spirit. The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase to be ‘dressed up in’ for someone else. If the thing we wear closest to our skin is for someone else and not ourselves, what does that tell us about our bodies? I wanted to create a brand and product that was empowered, confident, sassy, contemporary and fashion-focused. We design to make women feel their most fabulous selves!”
Emily Bendell
Founder and CEO
Inspiration
Our award-winning team takes inspiration from modern lifestyles, fashion trends and the world around us. Each collection we launch has a clear purpose and vision behind it, pushing the boundaries of design with unique fabrics, unusual trims and unforgettable new silhouettes. We are proud to be stocked by some of the UK’s and world’s most famous retailers, including Selfridges, Victoria’s Secret, Bloomingdales, Zalando, David Jones and De Bijenkorf.
Explore some of our campaigns below
Elevated Essentials
Expertly crafted elevated essentials that transform everyday underwear into something more sensual. Transform everyday underwear into a luxurious and sensual experience.
Love Letters
In an open invitation to love ourselves before anyone else, we collaborate with model, athlete and activist, Lauren Wasser (previously known as the Impossible Muse) ahead of Valentine’s Day to celebrate each of our personal journeys to self-acceptance and confidence.
Strong is Beautiful
Bluebella has been running its #StrongIsBeautiful campaign for 7 years. The campaign celebrates strong female bodies and the commitment and boldness it takes for them to excel in their field. We seek to demonstrate that strength and beauty are not mutually exclusive but rather go hand in hand.
Bluebella has Pride
Our wonderful queer community have come together to celebrate Pride month with us by proudly wearing our colourful swimwear collection. For the month of June, we’re donating 10% of the proceeds from our Swim collection to Outright International, supporting their critical advocacy for LGBTIQ communities around the world.
We are committed to
Some of our awards
2024
The King’s Awards for Enterprise 2024 - International Trade
2023
Everywoman Entrepreneur Awards 2023 - Winner: International Expansion Award
2021
Drapers Awards 2021 – Winner:
Lingerie Brand of the Year
Ranked at No. 2 on the Top 200
Female-Powered Businesses in the UK in a report by J.P. Morgan
2020
Ecommerce Awards 2020 –
Best Social Media Campaign.
As seen in
The brainchild of Emily Bendell, Bluebella was founded with a simple yet profound vision at its core: to deliver luxurious lingerie, underwear, and nightwear to spirited, fashion-forward women. Our brand champions innovation, inclusivity, and exceptional style above all else, redefining sensuality with every new collection.
The Founder
"To me, lingerie is self-expression of individual style and spirit. The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase to be ‘dressed up in’ for someone else. If the thing we wear closest to our skin is for someone else and not ourselves, what does that tell us about our bodies? I wanted to create a brand and product that was empowered, confident, sassy, contemporary and fashion-focused. We design to make women feel their most fabulous selves!”
Emily Bendell
Founder and CEO
Inspiration
Our award-winning team takes inspiration from modern lifestyles, fashion trends and the world around us. Each collection we launch has a clear purpose and vision behind it, pushing the boundaries of design with unique fabrics, unusual trims and unforgettable new silhouettes. We are proud to be stocked by some of the UK’s and world’s most famous retailers, including Selfridges, Victoria’s Secret, Bloomingdales, Zalando, David Jones and De Bijenkorf.
Explore some of our
campaigns below
Elevated Essentials
Expertly crafted elevated essentials that transform everyday underwear into something more sensual. Transform everyday underwear into a luxurious and sensual experience.
EXPLORE THE RANGE
Love Letters
In an open invitation to love ourselves before anyone else, we collaborate with model, athlete and activist, Lauren Wasser (previously known as the Impossible Muse) ahead of Valentine’s Day to celebrate each of our personal journeys to self-acceptance and confidence.
EXPLORE THE CAMPAIGN
Strong is Beautiful
Bluebella has been running its #StrongIsBeautiful campaign for 7 years. The campaign celebrates strong female bodies and the commitment and boldness it takes for them to excel in their field. We seek to demonstrate that strength and beauty are not mutually exclusive but rather go hand in hand.
EXPLORE THE CAMPAIGN
Bluebella has Pride
Our wonderful queer community have come together to celebrate Pride month with us by proudly wearing our colourful swimwear collection. For the month of June, we’re donating 10% of the proceeds from our Swim collection to Outright International, supporting their critical advocacy for LGBTIQ communities around the world.
EXPLORE THE CAMPAIGN
We are committed to
Some of our awards
2024
The King’s Awards for Enterprise 2024 - International Trade
2023
Everywoman Entrepreneur Awards 2023 - Winner: International Expansion Award
2021
Drapers Awards 2021 – Winner:
Lingerie Brand of the Year
Ranked at No. 2 on the Top 200
Female-Powered Businesses in the UK in a report by J.P. Morgan
2020
Ecommerce Awards 2020 –
Best Social Media Campaign