In Summer 2021, Gelmart launched kindly, a revolutionary line of sustainable bras and undies that features the world’s first plant-based bra cup, made from sugarcane.

After close to 30 trials and iterations, kindly - made from 75% recycled materials - executes on the brand’s promise to never make consumers choose between function, planet, or price. 

Supportive and (incredibly) soft, kindly intimates are designed to be as kind to the body as they are to nature.

At kindly, it’s our mission to democratize sustainable products for generations to come. To do this, we launched exclusively on and in over 3,300 Walmart stores nationwide.

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“The kindly brand is about being kind to your wallet, kind to your body, and kind to the environment.”

Caroline Limpert, CMO, gelmart