Our Story

It All Started with a Feeling

Let’s be honest, we’ve all been there.
Standing in a trial room under unflattering lights, trying on a bra that almost fits.
The strap digs in. The band rides up. The cup gapes. And for years, I blamed myself.

I’d spend hours shopping, settling for something just “good enough,” because that’s all I could find.

Sound familiar?

My aha! moment didn’t happen in a boardroom, it happened during a trip to Europe. I walked into a small lingerie store and was stunned.
There were bras in sizes and shapes I didn’t even know existed.
Fabrics that felt like second skin, delicate lace that was made for comfort, not just for show.
And most of all, women, all kinds of women, walking out with a quiet, effortless confidence.

They weren’t just wearing lingerie.
They were wearing a feeling of being completely, comfortably themselves.

I came back to India with one question that wouldn’t leave me alone:
Why not here?

Why couldn’t we have bras that actually fit us - our sizes, our shapes, our style?

And just like that, oh, so u was born.

I didn’t just want to create another lingerie brand.
I wanted to recreate that feeling, the moment you slip into something and instantly feel like yourself again.

So, we obsessed over every detail:
Fabrics that breathe and move with you
Bands that support without squeezing
Straps that feel like a gentle hug
Sizes from 32 to 44, cups that actually fit real bodies
Designs that look as good as they feel - soft, functional, and made to last.

We worked with designers and manufacturers to create pieces that feel luxurious, but never come with a compromise.

Most importantly, we embraced real sizes, with all the cups in between to make sure you feel seen, not sized out, not overlooked, but celebrated. Just as you are.

A brand with a purpose -

Oh, so u isn’t just lingerie - it’s a movement.

A celebration of our curves, our comfort, and our confidence.
Because feeling good starts with the very first layer. And that feeling? It’s Oh, So U.

We’re so glad you’re here.