The Lingerie Market Forgot Women Over 50 So They Built Their Own
With Bloomers Intimates Co-Founders Noa Arias & Shaula Yemini
If a sneeze causes you to pee your pants—at least make them pretty.
The lingerie industry spent decades quietly deciding that women over 50 didn't want sexy, stylish underwear anymore.
Mother-daughter powerhouse duo Shaula Yemini (tech executive, math PhD, and lover of a pretty panty under a suit) and Noa Arias (former L'Oréal/AmEx marketer) decided to call bullshit on that narrative.
Together, they founded Bloomers Intimates—a brand proving that women who were raised on and desired sexy lingerie didn't vanish; they just got older.
In this episode, we talk about what it actually takes to launch a brand with your mother, navigate the brutal realities of the fashion industry, and why leakproof underwear deserves to be just as gorgeous as anything else in your drawer. Plus, we dive into midlife authenticity, building a business on your own terms, and why women over 50 are entirely unstoppable.
No filters, no corporate fluff, and zero patience for the status quo.
Welcome to The FxCK YOU 50s
Connect with The FxCK YOU 50s here:
Connect with Bloomers Intimates here:
Learn more about your ad choices. Visit megaphone.fm/adchoices