Inclusivity, Body Positivity and the Link between Undergarments and Health

Maintaining a healthy outlook on your body image and health can be a daunting journey for a lot of women. We go through so much life stages that pressure us to snap right back and constantly stay in check to ensure we’re comfortable with our bodies.

Gugu Intimates is an African premium skin coloured underwear brand for brown skin tones. #TheSitDownWellness features the brand’s founder, Gugu Nkabinde to unpack how underwear can help promote body positivity as we age as well as the link between undergarments and health.


Gugu Nkabinde is passionate about the growth of women and them taking a firm place in building a shared African economy. Starting with the launch of her first venture- Gugu Intimates, the first skin coloured underwear range in Africa for brown skin tones which officially launched in July 2017.

Simply described as “an idea and story whose time has come” – the range of the skin coloured underwear has received great reception and PR, and is sold online via and is available in select non-tradition retail outlets in Gauteng, Harare & NYC.

Her over 14 years of experience in advertising, marketing and business strategy with various companies (local & multinational as well as start-ups) recently inspired her to launch Collaborative Retail Ecosystem platforms that curate and present themed pop up stores in high traffic malls such as Rosebank and Sandton City for period of up to 3 months at a time.

Other highlights of her journey include; leading product and campaign launches for brands such as Knorr, Shield and Dove deodorants, Castle Lite, Bacardi, Martini, Standard Bank, Nedbank, Liberty, H&M, Caltex, SKYY Vodka, Steers and several others.

She has since been invited to share her views, learnings as well as impart her years of life and business experience in New York, Johannesburg, Cape Town, Durban and Harare.