Today, we assume algorithms dictate success and meticulously crafted strategies are essential, but Sofia Panwar’s story offers a refreshing perspective. As the founder of Unndr Lingerie, Sofia built her company not through a rigid social media strategy but through the power of authenticity.

A Londoner with a deep-rooted passion for well-being, Sofia’s journey didn’t begin in the world of fashion or entrepreneurship. After pursuing a legal career and completing her Master’s in 2021, she realized that the legal path wasn’t her true calling.

The global lockdown was the turning point. Like many, Sofia found herself reevaluating her purpose, her passions, and what truly brought her fulfillment. It was during this period of introspection that she identified a gap in the market, one that bridged self-care and lingerie without the hyper-sexualized connotations that dominate the industry.

Unndr Lingerie was born from this realization, as a subscription-based service offering self-care products designed to uplift women’s confidence. Whether it’s through their Wellness Box or Lingerie Box, Unndr’s mission is clear: to redefine self-care, focusing on comfort, individuality, and empowerment.

But Sofia’s entrepreneurial journey is remarkable because of how she built it. In a candid TikTok post, she shared her truth, that she never had a social media strategy when she started Unndr. Instead, she grew her brand by simply showing up authentically, sharing her story, and connecting with her audience on a personal level. This raw, unfiltered approach resonated.

Her success challenges the conventional wisdom that a meticulously planned social media strategy is the only path to growth. Sofia’s organic content, fueled by her personal experiences and passion for wellbeing, was the heartbeat of Unndr’s early days. It wasn’t about perfect grids, trending sounds, or optimized posting times, it was about realness.

However, as Unndr scaled, things changed. The business adopted a structured social media strategy to support its growth, streamline its messaging, and maintain brand consistency. And while this was essential for the company’s expansion, Sofia found herself distanced from the content creation process that she once loved. The spark that fueled her early posts dimmed under the weight of corporate expectations and strategic planning.

Now, Sofia is reclaiming her voice. She shared her decision to return to the authentic content that defined her journey. Sofia’s story is a testament to the evolving relationship between entrepreneurs and content creation. It highlights the delicate balance between strategy and authenticity, especially in a world where social media often feels performative. Her journey with Unndr reminds us that while strategies can scale a business, authenticity builds a brand.