Katherina, the designer and founder of Soje, is an artist turned entrepreneur with a passion for creating meaningful solutions for women. Soje is not just a lingerie brand—it’s the first of its kind to specialize in sublimating lingerie that addresses insecurities with care and creativity. With thoughtfully designed products like absorbent menstrual lingerie, discreet swimwear with leak-proof protection, and innovative skin-enhancing smart leggings, Soje offers women support, comfort, and complete freedom of movement. Every detail is crafted to delicately embrace the body, celebrate its uniqueness, and empower women to feel entirely themselves.
What is your business called and what does it do?
Soje is the first brand of sublimating lingerie offering a gentle and tangible response to women’s insecurities. Our intuitive lingerie anticipates sensitive moments with care: a collection of absorbent menstrual lingerie, discreet swimsuits with built-in leak-proof protection for periods or spotting, and a brand-new line of smart leggings that enhance the skin, offering support, softness, and total freedom of movement. Every detail is thoughtfully designed to embrace the body with delicacy, highlight the uniqueness of every silhouette, and give each woman the freedom to fully be herself.
What made you want to do this work?
If we go back a few years, I simply wanted to start something of my own! I’m an artist at heart, with a deep need to create for myself, but also for others. As I explored this entrepreneurial path, I fell in love with menstrual underwear. Once you try it, you just can’t go back. But I found most options on the market pretty bland. That’s when I found my first real project: creating soft, delicate absorbent lingerie that enhances every woman, to feel feminine and comfortable during our cycles. So it all started with designing absorbent lingerie—a way to address that discomfort of having your period, or even that subtle sense of unease we don’t always dare to name.
What problem did you want to solve with the business?
I wanted to offer concrete solutions to those little insecurities that weigh on our daily lives, even when we don’t always talk about them. Periods or light leaks, for example, are part of that reality. Soje was born to liberate, soothe, and empower, while offering elegant and functional answers to women’s everyday needs. Too often, women have to choose between practicality and femininity. Soje exists so they no longer have to.
Who are your clientele/demographics?
- Age: 25–45 (core audience: 30–40)
- Gender: Women (identified or identifying as women)
- Family life: Mostly in relationships. Many with young children. Some without children, but leading active, full lives.
- Location: Urban and suburban areas. Mainly Quebec (Montreal + major cities), with growth potential in English-speaking Canada and French-speaking Europe.
- Education: Postsecondary or university. Curious, informed, and mindful of social and environmental issues
- Income: Middle to high income, depending on life stage. Willing to invest more in effective, sustainable products with real added value
- Lifestyle: Active (physically or professionally), often multitasking. Hybrid routines: working from home / flexible schedules / on-the-go. Little time for themselves, but a strong desire for pleasure and comfort when shopping. Seeking comfort, reliability, and beauty. Eco-conscious in a pragmatic, not militant way.
How does your business make money? How does it work?
We sell primarily online through our boutique: www.sojelingerie.com. This allows us to provide a smooth and intimate experience, stay in direct contact with our community, and continually adapt our products based on real needs.
Where in the city can we find your profession?
Our localisation is based in Montreal, but our presence is mainly digital. You might find us at ethical pop-ups, wellness events or markets. And of course, our world is open 24/7 at www.sojelingerie.com.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
Frequently asked question: “How do I wash my absorbent lingerie?”
Answer: Very easily: Rinse with cold water after use. Machine wash on low temperature, with the rest of your laundry. Avoid the dryer and fabric softeners. Our fabrics are designed to stay soft, effective, and durable—wash after wash.
What is the best part about what you do? What is the worst part?
The best part? When a customer writes or calls to tell me she feels good, beautiful, and serene thanks to a Soje piece. Those moments of connection fuel everything I do.
The hardest part? Like many entrepreneurs, wearing all the hats at once. Designing, producing, managing, marketing—it’s a lot to juggle, sometimes alone. But every kind word reminds me why I’m doing all this.
What is your favourite joke about your own profession?
I’m definitely the one who laughs at the jokes more than the one who tells them—I’m easy to entertain! I also have a healthy dose of self-deprecating humour. I don’t have a specific joke about my profession… but I’m sure there’s one out there!
Where can we follow you?
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PAY IT FORWARD: What is another local business that you love?
A brand I truly love: Les Mauvaises Herbes. They create natural, thoughtful, heartfelt products — a real gem from Quebec.
