Confidence Redefined: Q&A With Canadian Intimates Brand Cureus Label (Win!)

This Valentine’s Day, embrace comfort and confidence with Cureus Label, a Canadian brand redefining intimates with its ethically handmade, wire-free designs. Founded by mother-daughter duo Nataly and Pilar Cure, Cureus blends modern, non-traditional silhouettes with high-quality fabrics that transition seamlessly from day to night. We sat down with Nataly to discuss how Cureus is empowering women to feel confident in their own skin, why their designs stand out, and what’s next for the brand. —Noa Nichol

Photos: David Adelaja 

What inspired you to create Cureus Label, and how did your mother-daughter dynamic influence the brand’s vision?

Cureus Label was born from a shared desire to create something meaningful and lasting together. Our mother-daughter dynamic blends grounding wisdom with fresh, innovative energy, shaping Cureus into a brand that feels both timeless and modern. It reflects our bond, shared values, and the belief that women deserve to feel confident, comfortable and empowered.

With my creative background and my mom’s business expertise, we’re a complementary duo. As two generations of Latina women, we’ve faced different versions of the same stigma around embracing our sensuality, and this shared experience deeply influences our vision. There’s also something incredibly special about creating with your mom—we validate and trust each other completely, making every decision feel intentional and aligned.

Why was it important for you to focus on comfort and modern, non-traditional designs for your collection?

It was important for us to create lingerie that felt genuine and authentic. We saw a gap between traditional lingerie and what women, us included, truly want: pieces that feel as incredible as they look, without relying on performative sexiness. Comfort is key—you can’t feel confident if you’re uncomfortable. By reimagining classic styles with modern silhouettes and high-quality fabrics, like cotton, that you’re used to seeing in everyday basics, we created pieces that feel effortless yet elevated. It’s about redefining what lingerie can be and reimagining what your intimates drawer could look like.

Leading with quality was our way of prioritizing comfort. Every detail of our debut collection was carefully considered, from our stitched cotton tags that won’t itch or fade to small, soft satin care labels you’ll want to keep on. It’s about delivering thoughtful designs that blur the line between lingerie and loungewear. Our Flutter collection ties it all together with flirty fluttery rims, hourglass shapes, bows, and zigzag stitching—a modern-meets-vintage touch, reflecting the balance of perspectives that inspire everything we do at Cureus.

Can you share more about your decision to design in Toronto and manufacture ethically in Colombia? What does this mean for the brand?

Toronto is where the creative heart of Cureus is and where our ideas come to life. Colombia, on the other hand, represents our commitment to ethical craftsmanship, celebrating the country where we were both born. As Colombian-Canadians, we’re proud to bridge both cultures, and we’re thrilled to collaborate with Colombia’s renowned textile industry, known for its skilled labour and sustainable practices. We work closely with our manufacturing partners in Colombia to ensure ethical production from start to finish. Our pieces honour our roots while staying true to our mission: creating thoughtfully designed lingerie that aligns with our values of authenticity and quality.

What challenges have you faced as a mother-daughter duo in building Cureus Label, and how have you supported each other through them?

What keeps us grounded through challenges is our shared vision and the deep respect we have for each other’s strengths. Communication is key, and we’ve learned to navigate obstacles with patience and grace. This journey has been about embracing change, evolving, and understanding when to hold firm and when to let go of what we thought we knew. In the beginning, everything was new—our fabrics, designs, and concepts were vastly different from what we have today. Some samples missed the mark, some fabrics didn’t work out, and some concepts no longer resonated with us before we even launched. Flexibility has been essential in overcoming these hurdles. We’ve had a major learning curve, and while we’re still learning, that’s what makes this journey so exciting. Our core goals have remained unchanged, and we’re grateful we didn’t let setbacks stop us. If we hadn’t embraced change, we wouldn’t have the beautiful collection we have now. We’re truly learning to trust the process, together.

Your collection features ultra-soft cotton and barely-there nylon mesh fabrics. How did you choose these materials, and what makes them unique?

We wanted fabrics that not only look and feel good when you first put them on but are also thoughtfully chosen with wearability in mind. Breathability was our top priority because comfort starts with materials that support your body. Our cotton, with just the right amount of stretch, offers a cozy, form-hugging feel that moves with you, not against you, while our nylon mesh was selected for its airy lightness and ability to regain its shape after wear. Offering both cotton and mesh options for our silhouette’s balances versatility and quality, ensuring a fit you can count on. By working with these familiar fabrics in new, unique ways, we’ve created pieces that adapt to your individual needs and style.

What does empowerment mean to you, and how do you hope Cureus Label helps women feel confident in their own skin?

To us, empowerment is confidence, and confidence comes from being comfortable in your own skin. As women, we’re conditioned from a young age to view our bodies as something to fight against and our sensuality as something to be ashamed of. Over time, we often reserve that side of ourselves for someone else, putting our needs second. With Cureus, we hope to challenge and change that narrative. It’s time to wear it for you—because it feels good, and it brings out a side of you that deserves to be celebrated. We encourage curiosity and self-expression, giving you the freedom to explore and embrace every layer of who you are. Our pieces are crafted to highlight authenticity and confidence, with the kind of quality that makes you feel empowered inside and out. It’s about knowing you deserve the best, even in your intimates.

The collection avoids underwire and embraces minimalism. Was this a response to traditional lingerie trends, and how do customers react to this approach?

Absolutely. We found traditional lingerie often prioritizes appearance over comfort, but we set out to flip that script by creating pieces that seamlessly blend style and ease. Our minimalist designs are meant to serve as a foundation—sleek and modern on their own, yet versatile enough to be styled however you choose. Whether worn alone or incorporated into a look, each piece is designed to reflect the individuality of the person wearing it. Comfort is at the core of what we do, which is why we’ve intentionally designed our pieces without underwire, using high-quality fabrics that provide the right support. The feedback has been incredible, and one of the most rewarding comments we’ve received was, ‘I used to be so scared of lingerie, but you made it feel so approachable.’ That moment was everything. It reaffirmed that we’re on the right track.

Can you tell us about the design process for your signature silhouettes, like the Flutter Bodysuit or Triangle Bralette? Do you have a personal favourite piece?

Each design starts with the question: how can we create something that’s both functional and beautiful? We experiment with proportions and fine details to design silhouettes that feel like elevated basics. For example, the Flutter Bodysuit was inspired by movement—the flirty skirt, diamond cutouts, and secure structure mean you can focus on feeling great, not adjusting. The Triangle Bralette, a true staple bralette, was designed with support in mind. We made sure the cotton version was double lined for added comfort and durability, while the mesh version offers a sexier feel. My mom’s favourite is the mesh, its cups provide a natural lift, and the cutouts give it a Cureus twist.

The Flutter Panty, in both mesh and cotton, is a shared favourite. Its V-cut in the front (super flattering) and cheeky back make it a standout in this collection. As for my personal favourite, the Flutter Bralette in mesh takes the top spot. It feels so supportive, and the two straps in the back with the ruffle trim are the cherry on top.

Sustainability and ethical production are at the heart of Cureus Label. How do you ensure your practices align with these values?

We’re committed to making thoughtful choices at every stage, from sourcing premium materials to production. We work with our manufacturing partner in Colombia to ensure ethical practices throughout the entire process. As a handmade brand, we proudly embrace slow fashion, creating pieces that reflect our values of quality and intentional design. Sustainability is a journey, and we’re constantly learning, growing and evolving to make more mindful choices.

As you look to the future, what’s next for Cureus Label? Are there plans for new collections, collaborations, or expansions?

The future of Cureus is exciting! The possibilities are endless, and there’s so much room to grow in this space. Since most of our collections are limited edition, each one brings new ‘eras’ we have yet to unlock. We’re already looking at new fabrics and colourways in some of our signature silhouettes, as well as introducing entirely new pieces. Collaborations are also on our radar. When it comes to collaborating, we’re not limiting ourselves to intimates—that’s been a big takeaway from the start. Staying open-minded and embracing the newness is a must. Expansion is on the horizon! We’d love to offer a wider range of sizes and make our pieces available globally. It’ll take time and patience, but we’re confident Cureus is heading in the right direction.

Win! A $200 Cureus Label Gift Card!

One lucky Canadian winner will receive a $200 Cureus Lable Gift Card! To enter, head over to Instagram, follow @cureuslabel and @vitadailymedia and make sure to fulfil all the entry rules in the caption of the corresponding contest post. Contest opens January 20, 2024 and closes January 27, 2024. Complete contest rules and regulations here. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.