Bleuet Debuts Age-Appropriate, Comfortable Undergarments for Girls

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Provides apparel, resources and community to support parents and empower all girls to be their unique selves as they grow

“We believe girls deserve more -- more apparel options, more confidence and more opportunities. When you purchase products from us, we want you to know that you’ll be giving another girl more, and you’ll get to be a part of her story."

Tired of searching for undergarments for their tween daughters, weary parents now have more age-appropriate, comfortable options with the debut of Bleuet, creator of apparel designed to give girls’ the freedom and confidence to do what they love. Born of a mom and daughter’s frustration while shopping for undergarments, Bleuet launches a line of quality, simple and comfortable camisoles and bras – all designed with a young, growing girl’s body in mind.

Bleuet (pronounced Blue-A), which means a blooming cornflower in French, is a fun, playful brand created initially for all girls ages 7 to 13 as the onset of puberty begins. With their active lifestyle that often includes play, sports, freeze tag, dance, cartwheels, P.E., Bleuet undergarments are designed to be durable with dual layers for extra coverage. Each garment is made with breathable, moisture-wicking performance fabric ensuring girls will stay dry and cool without embarrassing sweat stains. All Bleuet bras and camisoles are made with minimal seams for itch-free comfort in a range of fun colors. The company also plans to provide a range of styles and sizes for all girls.

“When my oldest daughter needed extra coverage under her tops in third grade, I just couldn’t find the right camisoles and bras. All of them were too thin and the quality was lacking or the bras were too padded, which was not what my daughter needed,” said Elizabeth Rietz, CEO and co-founder of Bleuet. “I believe girls need more options, apparel that moves freely with them with better quality to give them confidence and the freedom to do what they love.”

Initial customer feedback has been very positive. According to mom Nichole Nalder, “My daughter and I absolutely love these bras! They were everything I hoped for and more! Everything from the fabric to the clasps that hold the straps on are high quality. The inside is so soft and the outside keeps sweat from being absorbed into the fabric and instead wicks it away. Wow, I’m seriously obsessed with these!”

According to the American Academy of Pediatrics, girls today are developing earlier with the average age of menstruation falling to age 12. Also, the American Society of Pediatrics has recently estimated that approximately 15% of girls are starting their periods at an earlier age and beginning the first state of puberty as early as age 7.

To help parents and daughters navigate the ups and downs of puberty, especially as the onset of puberty continues to happen earlier, Bleuet also provides resources and community for raising strong, confident and kind daughters in today’s world by leveraging the collective wisdom of parents and experts.

“Having gone through this experience with our older daughter, we felt ill-equipped to navigate these changes at an earlier age. Bleuet is what we wished that we had to help us those years,” said Rietz.

Bleuet’s mission to empower girls extends to supporting disadvantaged girls and young women to give them opportunities for education and job training. The company also plans to invest in young, female entrepreneurs who have started their own businesses through its Bleuet Labs program.

“We believe girls deserve more -- more apparel options, more confidence and more opportunities. When you purchase products from us, we want you to know that you’ll be giving another girl more, and you’ll get to be a part of her story,” said Rietz. “We want to help today’s girls succeed in tomorrow’s world.”

In addition, Bleuet believes in ethical apparel manufacturing by working with reputable factories in the United States and around the world. The company strives to ensure that all manufacturing partners offer fair and sustainable wages, reasonable hours and safe working environments.

Bleuet products are now available exclusively online at

About Bleuet

Bleuet offers apparel designed for growing girls, giving them confidence in their bodies and the freedom to do what they love. Bleuet supports parents with helpful information and community to raise confident, strong and kind daughters. The company’s mission is to empower girls of all ages through access to education and job training resources as well as investing in young female entrepreneurs. Bleuet is proud to partner with manufacturers who provide safe working conditions and ensure living wages for its workers.

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Elizabeth Rietz
+1 (310) 770-5115
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since: 08/2017
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