Ladies, the next time you put on underwear, stop and think about it.
That’s what Christina Phillips did and realized there’s a possible silent threat lurking beneath lingerie. This led the ambitious entrepreneur to a new venture to help health-conscious Black women like herself live a healthier, sustainable lifestyle, including through intimate apparel.
“I realized there was a problem with toxic and dangerous chemicals in our bras and underwear,” said Phillips, a UCONN MBA student, who found that women’s underwear can be manufactured with chemicals such as formaldehyde, pesticides, parabens, “forever chemicals,” and dyes.
Suffering from fibroids for years and seeing other family members experiencing them, Phillips was determined to offer women a more healthful, eco-friendly alternative. She created Puure, an intimate apparel brand that offers organic, non-toxic women’s underwear for women, ages 25-45. A website will officially launch in August for sales, with Phillips hoping to partner with retailers in the near future.
To start, Puure will offer non-padded, non-wire, non-toxic bras and silhouette underwear that’s both stylish and comfortable, Phillips said. Products will be made with organic fabrics such as absorbent cotton and natural hemp, free of harmful chemicals, she said.
“I want it to be as natural as possible and I’m looking into using chemical-free dyes. You want to feel as good as you look. It’s the most sensitive part of your body so it should be protected. I can’t wait to wear them,” she said.
To keep merchandise affordable, Phillips is sourcing overseas manufacturers and hopes to branch out into items for men and children. “I want to start slow and perfect it for women.”
Phillips also embarked on a comprehensive research study to uncover how phthalates (kinds of chemical) affect the human body and the environment.
“There are not many laws that regulate the use of chemicals in underwear. The more I started digging, the more I found pesticides linked to reproductive health issues such as hormone imbalances, infertility, and cancer,” Phillips said. “What triggered me was the higher rates in Black women. I wanted to first tackle the issue with a group I’m most familiar with. As a Black woman myself, I knew I had to do something about it.”
Phillips said she comes from a Caribbean background. “There, everything is more herbal or organic. They have a more natural mindset. I started learning about organic living and sustainability, and I’m going on this journey with everyone else to figure out how to detoxify my life.”
In 2008, Phillips earned a bachelor’s degree in business administration from Clark Atlanta University and moved to Connecticut in 2020.
“UCONN had a great program for entrepreneurs that catapulted me into starting the business,” she said, noting a marketing class where students created a business marketing strategy that helped her lay the groundwork for Puure.
To further her business acumen, Phillips attended Connecticut Center for Entrepreneurship and Innovation Summer Fellowship Program, an eight-week immersive entrepreneurial experience that supports emerging entrepreneurs to help them hone their skills as they launch a business and bring a new product or service to market.
“The mentors are great because they gave me a lot of information and guidance on how to make my business viable and also getting the seed money. The grant money pushed me along,” said Phillips who participated in various pitch competitions to earn seed funding.
Last year, she was one of six startups selected to compete in the Wolff New Venture Competition, UCONN’s School of Business’ pinnacle entrepreneurship challenge and won the FML CPAs Audience Choice Award and a $5,000 Prize.
But Phillips is no stranger to running a business.
“My parents and grandparents all owned small businesses at some point in my life. It’s always in my blood, so my goal out of college was to start a business,” she said.
Phillips honed her skills working at various companies in the manufacturing industry, where she learned about the composition of home textile fabrics, table linens, and other accessories, she said.
“I worked in the field, but I’m still learning,” said Phillips who also ran a clothing line with her sister for six years.
“We had some success with that but eventually had to close because we weren’t versed in running a business full-time while also working. I’m still in the process of learning. My field of study is a tool to help me develop Puure and help me sustainably run a business,” she said.
Phillips said she is excited to help revolutionize the way women care for themselves by providing options that prioritize feminine health.
“It’s empowering to be a female entrepreneur. There are a lot of problems that need women to solve. I always felt if something isn’t working for me, I’ll find my own way,” she said.
“The only way manufacturers will change is if we stop buying it,” she said. “I love having the opportunity to help educate people and share the knowledge I’ve learned and my own perspective of what I’ve experienced. It feels good to help.”
