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Who we are

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


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, ASOS and Zalando.

We are endlessly inspired by the allure of the hidden, the mystery of what lies underneath, and the illusion of nudity just waiting to be found. Our mission is to not only create beautiful designs but also to make them affordable and inclusive. We believe everyone should be able to wear Bluebella and feel empowered as they do so.

Pride 2022

Feel unapologetically proud wearing our limited-edition sets designed in honour of Pride 2022. We’ve joined forces with the fierce Glamazons of RuPaul’s Drag Race, Brooke Lynn Hytes and Vanessa Vanjie Mateo, to create an unforgettable, rainbow-themed campaign. 10% of the profits from the sales of the collection will go to OutRight Action International, supporting their vital work for LGBTIQ+ people.


IWD 22

Women are and have always been at the heart of Bluebella. Even though we believe womanhood should be celebrated every single day, International Women’s Day is an opportunity to make our commitment to fighting gender inequality clearer than ever. We’ve donated £5 from every purchase made on the 8th of March to Equality Now in support of the vital work they do for women and girls.


When it comes to choosing your everyday underwear, comfort often takes precedence over style. Here at Bluebella, we decided you could have both. Cue in the new Everyday collection, full of comfortable and fashion-forward sets designed with the signature Bluebella edge.



Last Valentine’s Day, #selflove was in the air. To help us bring this campaign to life, we turned to the award-winning spoken word poet and author of ‘Brown Girl Like Me’ Jaspreet Kaur, who captured it for us in the form of a poem. Our heart-shaped sticker has taken social media by storm, and we couldn’t be happier that so many of you chose to embrace self-love with us.


Hosiery and Nubian Skin collab

This autumn, we launched a collection of Italian hold-ups, stockings, and tights. Nubian Skin helped us ensure that our hosiery is not only beautiful but also skin-tone inclusive.



Actor, producer and daughter of Ewan McGregor, Clara McGregor was the shining star of our Autumn Winter 2021 campaign.


Launching our improved size range was a huge step forward for our brand. Most of our designs are now available in 30A-40F and 6-20 ranges, ensuring that the unique Bluebella experience is accessible to even more people.

Pride 2021

To launch our limited-edition collection for Pride 2021, we’ve teamed up with the stunning stars of season 2 of RuPaul’s Drag Race, A’Whora and Tayce, who both served us pure lingerie eleganza extravaganza. 10% of the profits from sales was donated to support the vital work of the Kaleidoscope Trust.



We are proud to be stocked by many of the world’s leading retailers. Find your local stockist here.


We are social and love nothing more than seeing our designs lighting up Instagram on our beautiful and creative customers. Send us your favourite looks or show us how you style your Bluebella at #mybluebella. There is nothing we love more!
We are delighted to now have more than 654k followers on Instagram and 223k on Facebook.

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Not only do we make you look and feel fabulous, we want to make your shopping experience fabulous too. We take care to make your life that bit easier with quick delivery, free and easy returns and an award winning customer service team to take care of all your needs.

Awards & Recognition

2021: Drapers Awards 2021 - Winner: Lingerie Brand of the Year; Bluebella ranked at No. 2 on the Top 200 Female-Powered Businesses in the UK in a report by J.P. Morgan

2020: Bluebella ranked at No. 28 on the 24th annual Sunday Times Virgin Atlantic Fast Track 100; Ecommerce Awards 2020 - Best Social Media Campaign - The World’s Biggest Online Fashion Show

2019: ECMOD (Direct Commerce) - Best Fashion/Accessories Brand; Ecommerce Awards 2019 - Best Cross Border Marketing Campaign and Best Social Media Campaign

2018: Drapers Awards 2018 - Winner: Lingerie Brand of the Year; Marketing Campaign of the Year - Dare to Bare - Lingerie Insight Awards; ECMOD (Direct Commerce) – Best Womenswear & Accessories; Ecommerce Awards 2018 - Best Social Media Campaign

2017: Drapers Awards 2017 - Winner: Lingerie Brand of the Year

2016: The UK Lingerie Awards – Finalist: Medium Business of the Year & Finalist: Marketing Campaign of the Year

2015: The UK Lingerie Awards - Winner: Boudoir Brand of the Year & Finalist: Independent Directional Brand of the Year

2014: The Lingerie Collective - Best Brand; The UK Lingerie Awards - Finalist: Boudoir Brand of the Year; Management Today - 35 Under 35

2013: Great British Entrepreneur Awards - Small Business of the Year & Most Captivating Entrepreneur

2012: Fast Growth Business Awards - Finalist; Women of Excellence Award - Finalist