Bluebella is a British lingerie company founded in 2005 by Emily Bendell, with operations in the UK, US, Australia, France and Italy.

[5] Company founder Emily Bendell studied philosophy, politics and economics at Magdalen College, Oxford, and worked as a journalist on a legal journal for a few years, before founding Bluebella in 2005.

"[8] In an interview with the fashion industry trade magazine Drapers, Bendell explained how she overcame sexism to secure investment from well-connected female investors.

[13] For 2014, sales tripled to £3.7 million, with a profit of £347,000 against a £430,300 loss the previous year, boosted by Tesco selling their Fifty Shades range.

[19] In 2016, Bluebella worked with three GB Olympic athletes on a body confidence campaign, #BeStrongBeBeautiful, to get more schoolgirls into sport and fitness.

[20] The company launched the campaign, as statistics showed that more than half of secondary school girls drop out of sport after the age of 13 because of body issues and negative experiences of PE lessons.

Windsurfer Bryony Shaw, shooter Amber Hill and Paralympic long-jumper Stefanie Reid did a shoot in Bluebella lingerie and discussed their body confidence issues growing up to try to encourage girls to do more sport and fitness activities.