Kusha Kapila—the internet’s favorite desi darling, content queen, and all-around multitasking marvel—has officially added entrepreneur to her résumé. On March 30, 2025, she launched UnderNeat, a shapewear brand tailored to the real bodies (and real budgets) of Indian women. And let’s just say—this isn’t your mama’s shapewear. This is shapewear with sass, soul, and a whole lot of stretch.
Backed by seed funding from Fireside Ventures and Mamaearth co-founder Ghazal Alagh (yes, that’s how seriously investors are taking this), UnderNeat reportedly secured a cool ₹8–10 crore in its early rounds. And it’s already causing a stir in closets—and conversations—across the country.
Kusha’s Content Meets Commerce
One scroll through Kusha’s Instagram, and you’ll see exactly why UnderNeat is blowing up. Her clever mini-series breaks down what she wore under each look—and spoiler alert: shapewear plays a huge role. It’s not just stylish content; it’s lingerie education with flair. She’s giving women what they’ve always needed but never knew they could ask for: transparency, comfort, and a little bit of cleavage control.
Let’s be honest—who hasn’t faced the age-old battle of “I love this outfit, but what do I wear underneath it?” We’ve all wrestled with straps peeking out, seams ruining silhouettes, or shapewear that feels more like a punishment than support. Kusha gets it. She’s lived it. And now, she’s fixing it.
Is This India’s SKIMS Moment?
Well… yes and no.
UnderNeat definitely gives off SKIMS vibes. We’re talking minimal silhouettes, muted tones, and that universally flattering bodysuit that could single-handedly replace half your wardrobe. But here’s the catch—UnderNeat is designed for Indian bodies, Indian climates, and Indian wallets. Priced 30–40% lower than its Western counterparts, it’s serving top-tier quality without the elite price tag. SKIMS may be aspirational; UnderNeat is accessible. And that, darling, is power.
What Makes UnderNeat Actually Different?
Here’s where UnderNeat really hits home—it’s not about “fixing” your body. It’s about celebrating it. The brand’s messaging says it loud and proud:
“At UNDERNEAT, we believe shapewear should be about celebration, not correction. We create pieces that move with you, offering support and comfort without trying to change who you are.”
Let that sink in. No reshaping, no squeezing, no “make yourself smaller” energy. Just support where you need it, and comfort all day long. If SKIMS is your CEO friend with a killer blowout and a calendar full of power lunches, UnderNeat is your art-school bestie who brings chai to your breakup and knows how to drape a sari without breaking a sweat.
Where SKIMS is sleek and polished, UnderNeat is warm, rooted, and real. It’s made for sweating through Delhi summers, hustling through deadlines, and dancing at your cousin’s wedding until 2 AM.
So, should you buy it?
In one word? Yes. In two? Hell yes.
UnderNeat delivers the quality you expect from high-end global brands but with the cultural know-how only a homegrown label can offer. It’s not just another online bra store—it’s a movement, a revolution, and a battle cry in beige.
What sets it apart is the brand’s clarity and intention. Kusha didn’t just slap her name on some lace and call it a day. She shared her story. Her pain points. Her mission. And the result is a brand that isn’t just selling shapewear—it’s selling confidence, comfort, and a bit of cheeky charm along the way.
UnderNeat vs. SKIMS: A Tale of Two Vibes
Let’s settle it: are they the same?
Technically? They tick the same boxes. Shapewear. Neutrals. Bodysuits that snatch.
But philosophically? They’re on different catwalks.
SKIMS is Silicon Valley meets Paris Fashion Week—high-tech, high-glam, and high-cost.
UnderNeat is Delhi heat meets feminist treat—inclusive, intuitive, and beautifully desi.
Both brands bring something to the table, but for the Indian woman navigating humid afternoons, ever-changing body shapes, and cultural modesty norms, UnderNeat just gets it.
The Her Empire Take
Kusha Kapila didn’t just launch a product—she launched a much-needed conversation. In a market where lingerie is still a bit hush-hush, UnderNeat is turning up the volume. And we’re here for every word.
With thoughtful branding, smart design, and a price tag that respects your wallet, UnderNeat is doing more than lifting and supporting bodies—it’s lifting a whole generation of women into their own power.
So yes, Her Empire approves. Actually, we’re obsessed. This isn’t just a product line—it’s a mood, a mindset, a message. And it’s telling every woman, loud and clear: you don’t need to change a thing—just get the right support underneath it all.
What We Can Learn About Brand Building from Kusha Kapila’s UnderNeat
- Start with a problem you have faced – Kusha didn’t brainstorm UnderNeat from a boardroom—she birthed it from her own wardrobe struggles. If you needed this product, chances are others do too.
- Don’t just sell—educate – Her “What I wore under this” content isn’t just cute; it’s genius. It makes people think, “Wait, I didn’t know I needed this until now.” And that’s where the magic is.
- Own your community before you own your company – She didn’t need to “build an audience.” She was the audience. Her followers were already listening—UnderNeat just gave them a reason to stay.
- Create a vibe, not just a product – UnderNeat isn’t just shapewear—it’s a warm hug, a feminist wink, a Delhi summer survival kit. The brand feels like someone you’d trust to unzip your backless blouse in a public restroom.
- Invest in intentional branding – Every color, every phrase, every campaign screams purpose. From inclusive sizing to relatable tone, nothing is accidental—and that’s what builds loyalty.
- Be the face and the voice – Kusha didn’t just post launch-day selfies and vanish. She’s in the comments, she’s in the DMs, she’s filming reels. The founder is the face, and the founder is present.
- Make your product culturally fluent – It’s not SKIMS in Hindi. It’s shapewear for Indian bodies, budgets, and bhangra nights. She localised without compromising on style or standards.
- Turn “taboo” into talkable – Talking about bras, chafing, and “sweaty underboob situations”? In India? That’s bold. That’s brand bravery. And it’s why people trust her.
- Don’t chase trends—build trust – UnderNeat isn’t trying to go viral. It’s trying to be valuable. Longevity > likes.
- Remember: relatability is revenue – Kusha isn’t pretending to be perfect. She’s showing her rolls, her sweat, her bloopers. And in a world of over-airbrushed branding? That realness sells.
Final Sip
UnderNeat is proof that when women create for women, magic happens. Kusha Kapila has given us more than shapewear—she’s handed us a mirror that doesn’t distort, a brand that doesn’t judge, and a community that doesn’t exclude.
It’s not just about what’s underneath your outfit—it’s about what’s underneath your confidence. And thanks to UnderNeat, that foundation has never looked (or felt) better.
If Kusha’s wearing it, we’re talking about it. UnderNeat the hype? Just pure empire energy.
