Cou Cou Intimates’ strategy to leverage “girl” aesthetics, reading lists and Substack to become a cult Gen Z brand

By Emilie McMeekan - 02 Feb 2026
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Posted by Emilie McMeekan in Case studies

6 months ago

Cou Cou Intimates is an underwear brand by Londoner Rose Colcord, founded in 2021. Colcord was embarking on a philosophy Masters at New York University before pressing pause when she became frustrated by messaging in the lingerie industry. She decided to launch a female-led, sustainable brand, and in four years has achieved a multi-million pound…

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