Jolies Culottes

What Jolies Culottes does

Jolies Culottes, operating under the parent We Are Jolies brand, is a France-based direct-to-consumer intimate apparel, loungewear, and swimwear label serving primarily French-speaking consumers. Its core product offering spans organic cotton culottes (underwear) starting at €9/unit, brassières from €30, pyjamas (short sets from €49, long sets from €69+), menstrual underwear from €25, swimwear, and a recently expanded prêt-à-porter line of dresses, tops, sweatshirts, pants, and jackets priced €35–€119, alongside accessories and a 'We Are Minis' children's sleepwear sub-line. A 'Lingerie Sexy' sub-line covers occasion-led pieces (lurex, lace, tulle) at €20–€25. Sizing is inclusive from XS to 4XL (34–48), and active promotions of up to 30% off are running through 28 July 2026.

The business runs on a Shopify-based owned e-commerce storefront (wearejolies.com), with no physical retail and no third-party marketplace distribution of record. Free shipping is offered on orders over €120 within Metropolitan France. All products are manufactured at a single family-owned facility in Portugal under GOTS (Global Organic Textile Standard) and OEKO-TEX material certifications — credentials that are central to the brand's positioning. The company monetises solely through direct unit sales at per-item prices that decline with purchase quantity (volume-based pricing), supplemented by periodic sales of 15–30%. Distribution is single-channel and single-geography (France); customer acquisition relies on a €5 first-order newsletter incentive, organic Instagram/Facebook presence, customer review/testimonial social proof, a 'Parrainez un·e ami·e' (refer-a-friend) program, and an ambassador program. Solidarity partnerships with ADSF, Rose Up, Info Endométriose and Hirondelle de l'Avenir, alongside the eco-delivery partnership with HIPLI (reusable parcels up to 100 uses, 200+ kg waste avoided), underpin the brand's sustainability and community positioning. No revenue, headcount, funding, management, or ownership details are disclosed in the source data.

Name

Jolies Culottes

Legal name

We Are Jolies

Website

https://joliesculottes.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Jolies Culottes (We Are Jolies) is a France-based direct-to-consumer e-commerce brand selling GOTS/OEKO-TEX certified organic cotton lingerie, loungewear, swimwear, menstrual underwear, and prêt-à-porter, manufactured in Portugal and distributed through its own Shopify storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Gélos

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through their e-commerce platform. Products are sold at unit prices that decrease with quantity purchased, creating volume-based revenue. All sales conducted through their owned online storefront.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Jolies Culottes (trading as We Are Jolies) is a French direct-to-consumer fashion brand that designs and sells organic cotton intimate apparel, loungewear, sleepwear, swimwear, menstrual underwear, ready-to-wear, and accessories. All products are manufactured at a family-owned facility in Portugal using GOTS-certified organic cotton and OEKO-TEX-certified materials, and sold exclusively through the brand's Shopify-based e-commerce storefront with free shipping on orders over €120 in Metropolitan France.

Product overview

We Are Jolies is a French lingerie and loungewear brand offering a unified portfolio of organic cotton intimate apparel and ready-to-wear. The core product line spans five main categories: (1) Lingerie (culottes and brassières), (2) Pyjamas (short and long pajamas, nighties, children's pajamas), (3) Bain (swimwear and toweling accessories), (4) Culottes menstruelles (menstrual underwear), and (5) Prêt-à-porter (casual ready-to-wear). A dedicated Lingerie Sexy sub-line features lurex, lace, and tulle pieces. All products are made from certified organic cotton (GOTS/OEKO-TEX) and are manufactured in Portugal. The brand positions on sustainability, comfort, and unique prints.

Differentiator

Problem solved

Functional benefit

Brands

• Jolies Culottes: A sub-brand/product line of organic cotton underwear and panties sold under the We Are Jolies brand.

Products and services

• Culottes (Organic Cotton Underwear)

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• HIPLIcoreGTM or Marketing PartnerEcological delivery partnership using reusable parcel system that can be reused up to 100 times. This partnership enables the company to offer sustainable shipping options and has helped avoid over 200kg of waste. A key differentiator in their commitment to environmental sustainability.
• Portuguese Manufacturing Partner (Family-owned Factory)coreStrategic or Co-development PartnerFamily-owned manufacturing facility in Portugal where all products are produced. The company expresses pride in this partnership, emphasizing ethical treatment of workers and quality manufacturing. All products carry 'Made in Portugal' and 'French Brand' credentials.
• ADSFminorGTM or Marketing PartnerAssociation partnership supporting women's causes. Part of the company's 'We Are Solidaires' initiative to support women through concrete actions.
• Rose UpminorGTM or Marketing PartnerBreast cancer support association partnership. Part of the company's solidarity actions in support of women's health.
• Info EndométrioseminorGTM or Marketing PartnerEndometriosis awareness association partnership. Part of the company's commitment to women's health issues through their solidarity program.
• Hirondelle de l'AvenirminorGTM or Marketing PartnerAssociation partnership supporting women and environmental causes. Part of the broader solidarity initiative alongside ADSF, Rose Up, and Info Endométriose.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nénés Paris: French DTC lingerie and loungewear brand focused on comfortable, feminine intimates. Closely comparable to We Are Jolies on geography (France), product (organic-feel lingerie, sleepwear), channel (owned e-commerce), and positioning (everyday comfort for women).
• Organic Basics: Sustainable DTC basics brand (underwear, activewear, loungewear) using GOTS-certified organic cotton and recycled materials. Comparable to We Are Jolies on sustainable-cotton certification, DTC model, and category overlap in underwear and everyday essentials.
• MeUndies: DTC underwear and loungewear brand built around soft fabrics, prints, and a subscription model. Comparable to We Are Jolies on print-driven underwear merchandising, DTC-first channel, and loungewear cross-sell into bras and sleepwear.
• Underprotection: Copenhagen-based sustainable fashion brand producing lingerie, loungewear, swimwear and ready-to-wear from organic and recycled materials. Comparable to We Are Jolies on sustainability credentials, multi-category DTC model, and overlap in lingerie, swim, and loungewear.
• Boody: Eco-friendly basics brand selling underwear, loungewear and activewear made from organically grown bamboo. Comparable to We Are Jolies on eco-material positioning, DTC channel, and underwear-first assortment expanding into loungewear and beyond.
• Yse: Paris-based DTC lingerie brand built around a founder-led narrative and small drops of bras and underwear. Comparable to We Are Jolies as a digitally native French intimates brand targeting style- and comfort-conscious women via owned e-commerce.

Broad incumbents

• Aerie: American Eagle-owned intimates and loungewear brand built on inclusivity, body positivity, and soft cotton basics. Comparable to We Are Jolies on inclusive sizing, comfort-led lingerie and loungewear, and DTC/omnichannel retail, but at significantly larger scale and brand awareness.
• Maison Lejaby: Heritage French lingerie manufacturer and brand. Comparable to We Are Jolies on French lingerie heritage and use of European (French/European) manufacturing, but operating as a broader, multi-channel incumbent rather than a niche DTC-only brand.
• Etam: Major French lingerie and beachwear retailer with extensive own-store and e-commerce presence. Comparable to We Are Jolies on French lingerie category and women's customer base, but at far greater scale with a multi-channel retail model.
• Princesse Tam Tam: Established French lingerie, loungewear, swimwear and ready-to-wear brand with own stores, wholesale, and e-commerce. Comparable to We Are Jolies as a French intimates multi-category player, but at meaningfully larger scale and with a physical-retail footprint We Are Jolies lacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jolies-culottes

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jolies Culottes