We started our lingerie business in 2010.We have never used a woman's body to sell a single piece of it.

A lingerie business built on Islamic values and culture

In 2010 the lingerie industry was on fire. The global brands showcased their models and called them “angels”. The promise never changed: buy this, and become a goddess.

We knew from the first day that we would have to be bold about our values instead.

So while they sold fantasies by the million, our campaigns stated:

WE DO NOT USE WOMEN TO SELL OUR PRODUCTS.

We told our customers the truth: you are uniquely beautiful. You don’t have to be an “angel”. Buy something that reflects your beauty: look at the design, the fabric, the fit.

This is how we started: we covered every model image — on our packaging, in our shops, across our social media. We still do. Look around our website.

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We take the red out

Every Christmas and Valentine’s, our competitors advertise their red collections and decorate their storefronts in red. It sells.

We don’t. We take our red pieces off the shelves.

We are a Muslim house, and these occasions are not ours to sell.

We made the statement once, on Instagram. It was watched more than a million times and drew over eight hundred replies. The one that stayed with us:

This house is pure.

That is what we stand for.

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Our customers built us

We did not plan our growth. Our customers did. We listened.

They asked for sleepwear, then maternity, then sizes for their mothers — until we became a house for women of every age.

They are the reason we are still here.

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Yesterday

2010 — Layla Lingerie opened a 480 m² store in the Fahaheel market, when the lingerie shops around us were only 50–60 m².

2015 — Our customers outgrew us. Layla Lingerie became Layla Collection, and one product line became five: underwear, lingerie, sleep & lounge, maternal, plus sizes.

Today

Three stores in Kuwait — The Avenues, Sama Mall, The Gate Mall — and an online store that ships worldwide.

Tomorrow

Saudi Arabia first. Then wherever we find partners who share our values. We are open to franchise, and careful about who we open to. If you share our values, talk to us.