LIU-HOJOYY is a young brand that focuses on women's underwear. At the beginning of her brand establishment, Rotin noticed that the lingerie industry was divided into two extremes: "On the one hand, it was sexy lingerie that catered to men, and on the other hand, it was promoting desexualized nude lingerie, which could easily cause aesthetic fatigue." She seized this market gap and created a brand specifically designed for Generation Z women, namely LIU-HOJOYY.
We have selected over 300 girls with different body shapes and skin colors from more than ten countries around the world for testing, and extracted their test results to create a unique brand. This brand emphasizes women's freedom, is not bound, and allows women to always love themselves.
