Wicks Intimates opens wholesale early after first-year demand from older customers

Australian absorbent lingerie label Wicks Intimates is moving into wholesale less than a year after launch, driven by early demand from women over 50 seeking more elegant products for light bladder leaks. The shift signals growing retailer interest in absorbent lingerie that blends discreet protection with a more lingerie-like design. Why it matters: - Wicks Intimates is filling a gap in absorbent underwear for women who want discreet protection without a period-product look or feel. - The early wholesale move suggests lingerie retailers see demand for more refined absorbent products aimed at mature customers. - The brand’s pivot reflects a broader market shift toward women’s health products that balance function, comfort and appearance. What happened: - Wicks Intimates, founded in 2025 by Melbourne-based Lisa Taylor, is opening for wholesale earlier than planned after strong first-year demand. - The brand launched in Australia with an initial focus on luxurious period underwear. - Early customers were mainly mature women seeking absorbent lingerie for light bladder leaks rather than period management. - Wicks is now exploring selective wholesale opportunities as retailer interest grows. The details: - Wicks says its products are designed for discreet absorbency without sacrificing softness, comfort or femininity. - The All Day Fresh range is built for very light absorbency and uses one absorbent layer without a waterproof layer. - The range is aimed at everyday needs, including small bladder leaks, spotting, ovulation and staying fresh on hot days. - Wicks says the collection now includes options for incontinence needs up to 30mL. - Product development has been shaped by feedback from women who wanted absorbent underwear that felt more sophisticated. - Wicks says retailers in warmer markets such as Queensland have already started stocking the All Day Fresh range. - One early retail store sold several pieces before the product reached the sales floor. - Wicks designs products in Melbourne using luxury deadstock fabrics or OEKO-TEX certified fabrics. - All Wicks pieces are lined in GOTS-certified organic cotton. - The products are made in a family-owned factory in Sri Lanka that pays staff fairly, offers leave and overtime, and maintains a safe working environment. - Wicks is family-owned and female-founded. - Product information and collections are available at the full collection and incontinence styles . Between the lines: - The early response shows absorbent lingerie is not limited to younger period-care shoppers. - Wicks’ customer base points to a broader use case: light bladder leaks, aging, and everyday comfort. - Retail interest hints that supermarket-led period underwear has left room for higher-end lingerie brands to own a more premium segment. - The brand’s positioning relies on a simple contrast: products that work like absorbent underwear but present like lingerie. What’s next: - Wicks will pursue selective wholesale partnerships as it scales beyond direct-to-consumer sales. - Retail expansion could give the brand broader reach among lingerie stores serving mature women. - Continued demand from women over 50 will likely shape future product development and assortment choices. The bottom line: - Wicks Intimates turned an early customer signal into a faster-than-expected wholesale push, betting that mature women want absorbent underwear that feels elegant, not clinical.