Nubian Skin, a lingerie line that caters to women of color, electrified social media with its eye-catching ad campaign, which featured images of beautiful Black women in chocolate-colored bras and panties. It’s been a year since the beloved photoshoot and the England-born line is finally more readily available for U.S. customers.
Ladies, Nubian Skin is now stocked at Nordstorm online.
“Since we’ve launched, we’ve had a lot of demand in the U.S,” Nubian Skin founder Ade Hassan told MadameNoire Business in a phone interview.
According to LA Times, America is her largest market; Californians — followed by New Yorkers — are her biggest fans. “They were always paying a lot of money for international shipping for our products,” said Hassan. “Many of our customers say they want our products to be more easily accessible.”
Nubian Skin was born out of Hassan’s frustration with so-called “nude” lingerie that didn’t match her nude — the melanin-rich skin tone she was blessed with. With that “Aha!” moment, Hassan filled a void in the market and since October 2014, when Nubian Skin was launched, women of color have been salivating over the mocha-hued collection. And Hassan is still shocked at how quickly her business flew into the media spotlight.
“I put up some pictures of the photoshoot and I went on holiday. All through my holiday, my phone kept buzzing and I said, ‘That’s really annoying. What’s going on?’ And I looked at Instagram and I was at 100 followers,” Hassan said. “At the time I said, ‘Wow! A 100 people. This is amazing!” A few days later, we had a 1,000 followers and I was just kind of like, ‘Okay this is really strange – what’s going on?’ When I got home, I had 20,000 followers.”
Hassan said that people on Twitter found the image and kept retweeting it. Shortly after, the photoshoot went viral hitting other social media platforms such as Tumblr, Facebook, and Instagram. “Because of that, it got picked up by a lot of mainstream media. We had The Independent, The Mail Online, and BuzzFeed asking for the rights to use our images,” Hassan said. “It was the craziest time.”
Fast forward to 2015 and Nubian Skin can now can be conveniently purchased by American customers with just one click. The collection includes “The Classic Lace Push Up Bra,” “The Strapless, Convertible Bra,” and “The Essential T-shirt Bra.” All three come with matching lace panties, thongs, boy shorts, and briefs. And of course, what makes the brand unique is that customers may choose their “nude”: Berry, Cinnamon, Caramel, or Café au Lait.
“No fabric will match anyone’s skin-tone exactly, but […] after a lot of talks with make up counters and artists and testing on countless women, we decided four colours would cover the majority of our target market” Hassan told TheLingerieAddict.
Hassan told MNBiz that the feedback for Nubian Skin has been mostly positive, but she’s had some critics.
“We have had some say, ‘I can’t believe you didn’t launch with a size 40G,'” she told us. “My response to them was, ‘We’re a start-up. You have to do things in a very rational sense or you won’t be around for very long.’ We started off with the most popular sizes and we’ll grow from there.”
Bigger back sizes were added to the collection in April.
Hassan said she’s been surveying her customers, including asking about their lingerie sizes, to gain market knowledge so she can stock wisely for Nubian Skin. “We’re trying to do it the smart way because obviously we’re a new business and I want to be around for the long haul.”
Nubian Skin, whose tagline is “Empowering Women. Embracing Our Color,” is available here.