Brand Philosophy

Hebe The Youth is a premium lifewear brand created for women with fuller busts.

For too long, women with larger bust sizes have had to choose between comfort and beauty.
Bras that provide support often lack elegance, while beautiful designs rarely offer
the fit and structure fuller bodies truly need.

At Hebe The Youth, we believe women should never have to compromise.

Through carefully engineered patterns, thoughtful design, and a deep understanding
of fuller busts and plus-size silhouettes, we create lingerie, lifewear, and shapewear
that celebrate the body—offering both comfort and beauty in perfect balance.

Because the right fit is more than clothing.

It’s confidence, freedom, and the feeling of finally being understood.

Hebe The Youth was born from real experience.

Our founder, Hebe, spent most of her life struggling with the discomfort
that often comes with having a fuller bust.
Finding lingerie that truly fit—both comfortably and beautifully—was nearly impossible.

After years of frustration, she made a life-changing decision:
to leave her job and create the pieces she had always been searching for.

What began as a personal solution soon became a mission
to help countless women facing the same challenge.

Hebe The Youth creates lingerie designed not just to catch attention for a moment,
but to become the pieces you reach for every day—
comfortably worn, confidently loved, and truly made for your body.

The name “Hebe” comes from Greek mythology and means “the goddess of youth.”

For many women with fuller busts, youth was often spent hiding their bodies,
settling for uncomfortable garments, or feeling unable to wear what they truly loved.

Hebe The Youth exists to change that.

We design lingerie, lifewear, and shapewear that empower women with fuller busts
and plus-size bodies to feel supported, beautiful, and confident in their own skin.

If even one woman can move through her day feeling more comfortable,
more confident, and more herself—

then Hebe The Youth has fulfilled its purpose.

Hebe The Youth holds patents for four large-cup bra designs,
developed through our own proprietary technology and product innovation.

Every product from Hebe The Youth undergoes an extensive development process,
taking anywhere from six months to a full year to complete.
Each piece is refined through dozens of real-life wear tests to ensure true comfort.

Our goal is not only to create lingerie that feels good when first worn,
but pieces that remain comfortable even after long hours of wear—
products you will naturally reach for again and again.

- Hebe The Youth brand launched
- Launch of the Dual Bra, a versatile bra designed for both swimwear and everyday wear
- Donation to the Korea Breast Cancer Foundation to support breast cancer treatment
- First Hebe The Youth showroom opened in Seoul

- Launch of the Comfort Bralette, designed for fuller bust support and comfort
- Official establishment of Hebe The Youth Co., Ltd.
- Sales collaboration with Motiva, a global breast implant brand

- Launch of the Support Bra, featuring a front-hook design for enhanced support
- Launch of the upgraded Dual 2.0 Bra
- Two design patents registered for the Support Bra and Comfort Bra

- Launch of the Liebe Sports Bra, a sports bra designed specifically for fuller busts
- Total crowdfunding surpassed ₩690 million
- Official sports bra sponsor for the Motiva Cup Women's Futsal Tournament
- Launch of the Invisible Strapless Bra
- Sports Bra design patent registered

- Launch of the Comfort 2.0 Bra, a renewed version of the signature Comfort Bra
- Launch of the Silhouette Bra Top designed for fuller busts
- Over 1,500 personalized fittings completed

- Established overseas manufacturing partnership
- Seamless Bra design patent registered
- Launch of the Breeze Seamless Bra
- Launch of the Wonderfit Sculpting Girdle developed using whole-garment technology
- Launch of the Support Modular Bra, an upgraded version of the Support Bra
- Awarded “No.1 Premium Brand for Customer Trust 2025” by Forbes Korea

Won Lim
Founder & CEO, Hebe The Youth

Won Lim is the founder of Hebe The Youth, a premium lingerie brand designed for women with fuller busts.

She studied Visual Design at Sungkyunkwan University and later earned a graduate degree
in Advertising & Public Relations from Hongik University.

Won is a two-time winner of the Red Dot Design Award,
one of the world’s most prestigious design awards, recognized in 2013 and 2020.

Before founding Hebe The Youth, she worked in the fashion and marketing industries,
including serving as a Visual Director for a premium lingerie boutique,
where she gained firsthand insight into the needs of women with fuller busts.

Driven by her own experience and deep understanding of lingerie design,
she founded Hebe The Youth to create products that combine comfort, support, and beauty
for women who have long struggled to find the right fit.

Follow the founder’s journey and discover more behind the brand story.

Instagram
@hebe_director

Sun Ok Kim, Ph.D.

Sun Ok Kim holds a Ph.D. in Business Administration
and studied at ECSA in France.

She served as a professor at Gumi University for over 20 years (1999–2021),
bringing extensive academic experience and expertise in education and research.

Her background contributes valuable insight and professional guidance
to the development and growth of Hebe The Youth.

Byong Wook Kim

Byong Wook Kim is a legal advisor to Hebe The Youth,
bringing extensive international legal experience.

He studied law at Seoul National University and the University of Sydney,
and later earned a Master of Laws (LL.M.) from the University of New South Wales (UNSW).

He has worked as a lawyer in both Australia and Korea,
including experience with leading international law firms in Sydney and Korea.

Qualifications
• Attorney at Law, Korean Bar Association
• Solicitor, Supreme Court of New South Wales (Australia)
• Solicitor, Federal Court of Australia