Gugu Intimates

by Nhlanhla Mdanyana 19 October 2017

Founded in 2015, Gugu Intimates is the pioneer in undergarments for people of colour. The motivation to create the brand came when founder and Chief Executive Officer Gugu Nkabinde says she “presented to a room full of people while wearing a long sleeve white shirt layered to prevent my underwear ‘bleeding through’ and being visible to the whole room.”


Nkabinde’s name ‘Gugu’, which means “your object of desire” holds the perfectly significant meaning for the first skin colored underwear range in Africa. She saw the gap for this kind of undergarment brand because she knew that if she had a need to have undergarments that did not change the aesthetic of an outfit, there are plenty other women out there who have the same problem.


The luxury undergarments can be purchased in a range of 5 shades namely:


  • ELEWA: The lightest in the range, means beauty in Yoruba
  • AMARA: The beauty in Arabic.
  • BUHLE: In Southern Africa IsiXhosa, IsiZulu and Ndebele we call our beauty uBuhle.
  • ZURI: Beauty in Swahili.
  • RUNAKO: Beauty in Shona.


Gugu Intimates exists to inspire The New Naked – a boost in confidence that comes firstly, from embracing oneself as you are. At Gugu Intimates they provide the consumer with the best quality, widest variety of skin tone matched undergarments for African, Brown and Olive skin tones.

The mission is to become Africa’s largest, fastest growing and best quality skin colored underwear brand covering the widest range of skin tones in the widest variety of styles and most attentive to the needs of the market.


Gugu Intimates proves itself as a brand for anybody who has ever felt a deep whiff of anxiety when thinking about what outfits they are going to wear and weather they have undergarments that will match them.


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