What’s Underneat the hype? Let’s strip it down

Hi everyone,

I’ve had major realizations in 2025 about upscaling from a service to another, health and generally as a human. After 3 years of on & off struggle, I finally paid that gym subscription. For good. And like an astro guru mentioned in a popular podcast, this year is truly about fitness for me.

However, one thing I haven’t been able to change, is doom scrolling. As you know internet is a crazy place. It’s full of emotions, rant, and the glam side. One good thing that happened with doom scroll is I found this crazy brand who hadn’t even been launched.

Today I dissect a brand, that is real. Soft. Strong. And somewhat revolutionary.

TBH, it’s already been spoken about alot when it was launched, but I’m sure there are many in this vicinity who still haven’t discovered Underneat. It’s a must read for marketing lovers!

Underneat, the recently launched brand by influencer Kusha Kapila and Mamaearth super hot mama, Ghazal Alagh, and not the other way around (launching then choosing sponsor), has been marketed phenomenally.

For the longest time, Kusha built a seperate page where she spoke about skinwear issues, and solved it for girlies, did AMAs daily on stories. It was highly interactive page as Kusha was directly leading the communication. And then one day… BOOM! The big launch.

Let's dissect how Underneat is already disrupting the market with it’s buzz marketing.