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About our Designer & Founder: Bintou Kourouma

  • Tell us about yourself ?
    I am Bintou Kourouma, a fashion designer and entrepreneur. I studied at the École Supérieure de Mode de Montréal (UQAM), Formamod Paris, and Collège Lasalle. With over ten years of experience in Montreal and Paris, I am skilled in manual and computer-assisted design, digital pattern making, and sewing on both domestic and industrial machines. Specializing in lingerie, I have participated in international trade shows and worked for recognized brands. [Portfolio](https://bintoukouroumaportfolio.com/portfolio/#Portfolio)
  • Can you tell us the story behind the creation of your lingerie brand and what inspired you to launch a menstrual underwear collection as your first line? 
My love for lingerie began in 2001, after working for a boutique selling mid-range and high-end European brands. Enchanted by the beauty, creativity, comfort, and quality of these products, I developed a desire to create and market lingerie. After studying fashion design and gaining some industry experience, I took a private course in lingerie making in 2006 and attended the International Lingerie Fair, which was a turning point.

The 2008 financial crisis made employment in the fashion industry difficult. After graduating in 2011, I worked in cosmetics as a beauty advisor, but my goal to create lingerie remained unchanged. In 2016, I furthered my training in France at the prestigious Formamod Paris fashion school, specializing in Lingerie, Corsetry, and Swimwear.

As a new designer, environmental concerns were central to my mission. I chose to start with menstrual underwear, a product that addresses a specific need. With my expertise, I ventured into this niche confidently. This product is cost-effective in the long run and reduces waste from disposable sanitary products.

I aim to continue creating products that meet women’s needs. I have also aligned with the fibroids community, a cause that deeply affects me due to many women in my circle being impacted by this condition.
  • What are the core values and mission of your brand, and how are these elements reflected in your menstrual underwear collection?

The core values of our brand and our mission are deeply reflected in our menstrual underwear collection. Our company is committed to offering innovative and environmentally friendly menstrual products, ensuring optimal protection and unparalleled comfort for women. We address the needs of women who prioritize their health and environmental preservation.

Our vision is to become a North American leader in eco-friendly menstrual products, offering a complete range of innovative solutions. We aim to drive positive change by promoting women’s health and actively participating in environmental conservation while creating an exceptional customer experience.

Our five core values are:

  1. Ecological Value: We use sustainable materials, raise awareness about eco-responsibility, use biodegradable packaging, and promote recycling.
  2. Economic Value: We offer competitive prices, have a loyalty program, optimize our operations, and invest in R&D to remain competitive.
  3. Discretion Value: Our designs are discreet, our packaging is thoughtful, and our customer service is attentive and respects privacy.
  4. Solidarity Value: We contribute to projects supporting women and women’s health and promote an inclusive and equal work culture.
  5. Quality Value: We have rigorous quality controls and use customer feedback for continuous improvement.
These values are reflected in every aspect of our menstrual underwear collection, ensuring that we provide products that are not only functional but also adhere to our cherished ecological, economic, discretion, solidarity, and high-quality principles.
  • What have been the biggest challenges you have faced as the founder of a lingerie brand specializing in menstrual underwear, and how have you overcome them?
As the founder of a lingerie brand specializing in menstrual underwear, I have faced several major challenges. The biggest challenge has been funding the project I’ve been nurturing since 2001. Specializing in the fashion capital, Paris, a very expensive city, was a crucial but costly step. Fortunately, the educational experience was outstanding, and the support from my family and friends there contributed to the success of my stay.
Over the past three years, I learned about government funding opportunities and obtained a certificate of participation in the Women’s Entrepreneurship training at Microcredit. Additionally, I received a professional specialization certificate in business launch issued on July 11, 2023, by the Ministry of Education.
After thoroughly preparing a business plan for submission to Futurpreneur and BDC, I finally secured funding and a mentor. The next phase is preparing for the International Black Women’s Salon and Montréal Fashion week in september where I plan to meet my customers and provide them with an extraordinary experience.
  • How would you describe the style and aesthetic of your menstrual underwear, and what materials do you use to offer your customers both functional and durable products?
The style and aesthetic of our menstrual underwear are distinguished by a cut that perfectly hugs the body, providing an optimal fit. Our materials include 80% polyester and 20% elastane, ensuring comfort and durability, with a lifespan of 3 to 5 years when well maintained.
Salma absorbent underwear is not only comfortable and waterproof but also capable of replacing sanitary protection due to its absorbent power. Washable and reusable, they integrate perfectly into an eco-responsible approach.       With thermo-sealed finishes, they provide a second-skin effect.
Our underwear is ideal for medium to heavy flow (between 25 to 35 ml per day). Additionally, they have been laboratory tested to withstand 50 washes.
  • What advice would you give to women aspiring to start their own business in the fashion or lingerie industry ?

The fashion industry is very exciting, and lingerie is particularly specific because every detail counts. It's important to remember that everyone has their own universe, aesthetic, and adaptability. Just as at the end of our studies and first job in the field, we start somewhere. If your inner voice is convinced this is what you want, I would encourage you to go for it. There will be a lot of work involved and continuous learning. I strongly recommend equipping yourself with knowledge and ensuring you offer the same quality of products as those from well-known brands to survive and thrive over time. Today’s consumer is well-informed.

08. 08. 2024

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