Lessons in Building a Wellness-First Brand: Jessica Krupa on Panty Promise

Her journey began with a simple observation: underwear is the first thing a woman puts on each day, yet few brands design with intimate health in mind. Most prioritize aesthetics or price, leaving a gap for garments that prevent problems rather than cause them. By working with leading gynecologists in New York, Krupa reimagined underwear not just as apparel but as a preventative wellness product.

Panty Promise has since become a case study in how mission-driven differentiation can carve space in crowded markets. At ShopTalk, Krupa outlined six lessons from her experience that offer guidance for founders and marketers alike.

1. Solve the overlooked health problem

Panty Promise exists because Krupa identified a blind spot. The vast majority of underwear is made from synthetic fabrics that can trap heat, retain moisture, and increase the risk of irritation, odor, yeast infections, or UTIs.

By choosing organic cotton and eliminating harmful synthetics, Panty Promise repositions underwear as part of a woman’s wellness routine rather than a risk factor. Krupa collaborated with gynecologists to ensure medical credibility, creating a product that is not just comfortable but protective.

Her point was clear: solving a neglected but significant problem is the most powerful way to build relevance. In her words, “It’s the first thing a woman puts on every day. It should be healthy.”

2. Anchor growth in education, not hype

Many consumer brands rely on aspirational campaigns or influencer marketing to scale. Panty Promise’s growth, however, is rooted in education. Krupa emphasised that many women simply don’t know the risks of synthetic fabrics.

This has shaped the company’s marketing playbook:

• SEO-led discovery, where customers search for terms like “cotton underwear without panty lines.”

• Content across Instagram, TikTok, and YouTube, designed to inform as much as to entertain.

• Brand storytelling that frames Panty Promise as a trusted health partner rather than a fashion label.

The strategy works because it positions Panty Promise as a credible voice in feminine health, turning product awareness into long-term loyalty. Education builds trust, and trust builds retention.

3. Diversify channels, but with discipline

Krupa is candid about the risks of chasing every new platform. Her model is structured:

• Invest most in Google SEO and ads, where conversion is proven.

• Dedicate around 20% of budget to testing newer channels like TikTok, YouTube, or Reddit.

• Run controlled experiments with connected TV, where the potential for awareness is high but measurement is still maturing.

This balance allows Panty Promise to scale what works without overextending. The lesson is that channel diversification should be disciplined, not scattershot. Emerging platforms are important for discovery, but sustainable growth depends on investing where the signal is strongest.

4. Think global by being inclusive

Panty Promise’s inclusive approach has already paid off in international markets. The brand has found traction in Dubai, where skin-tone inclusive designs resonated with diverse consumer groups.

For Krupa, inclusivity is not a trend but a growth strategy. By designing products that reflect a wide range of skin tones and body types, Panty Promise has positioned itself for expansion into markets such as the UAE, India, and the European Union.

The takeaway is that inclusivity isn’t just about values. It’s about commercial opportunity. Brands that reflect the diversity of their customers can unlock demand globally.

5. Partnerships amplify impact

At ShopTalk, Krupa highlighted conversations with founders in supplements and probiotics. The overlap was immediate: Panty Promise focuses on external, preventative health; supplements address internal wellbeing; other categories provide remedies.

Krupa envisions a future where brands collaborate across the wellness ecosystem to deliver holistic solutions. The lesson is that partnerships can extend relevance without diluting focus. By aligning with complementary products, Panty Promise can expand its role in women’s health without drifting from its core proposition.

6. Prepare for AI-driven discovery

One of Krupa’s biggest takeaways from ShopTalk was the growing role of AI in traceability and discoverability. She noted that search is shifting rapidly. Tomorrow’s consumers won’t just type keywords into Google; they’ll ask AI assistants natural questions like “What underwear helps prevent irritation?”

For Panty Promise, that means ensuring systems are AI-ready - from structured product data to clear health claims that can surface accurately in AI-driven search. Krupa views this as a competitive frontier: brands that prepare early will be discovered, while those that don’t risk invisibility.

Closing Reflection

Panty Promise’s story underscores how wellness can become a differentiator in even the most commoditized categories. What began as a designer’s frustration with harmful fabrics has become a mission-led brand that resonates globally.

For other founders, Jessica Krupa’s lessons are instructive:

• Solve overlooked problems. Relevance comes from addressing needs others ignore.

• Educate as you sell. Trust grows when customers learn, not just buy.

• Balance your channel mix. Discipline avoids wasted spend and compounds learning.

• Be inclusive from the start. It opens markets as well as hearts.

• Seek smart partnerships. Collaborations expand your role without diluting your core.

• Get AI-ready. Discoverability is moving fast, and visibility will depend on preparation.

Panty Promise’s very name reflects its philosophy: a brand promise rooted in protection, prevention, and care. For Krupa, the future of underwear is not fashion-first but wellness-first and her journey shows why purpose-led differentiation may be the most enduring moat a brand can build.

Independently Created. Not affiliated with Shoptalk.

Unofficially Shoptalk is a ClickZ Media publication in the Events division