Huha's $20M Funding Signals Shift in Wellness Apparel

NEW YORK, NY – November 21, 2025

Intimate Wellness Takes Center Stage

Vancouver-based intimate apparel brand, Huha Wear Inc., has secured a landmark $20 million investment led by District Ventures Capital, marking the largest deal in the history of CBC’s Dragons’ Den. The funding round, with participation from Export Development Canada, underscores a growing consumer demand for comfortable, health-focused, and sustainable apparel, particularly within the intimate wear category. This investment isn't just about financial backing; it’s a strong signal that wellness is becoming increasingly integrated into everyday apparel choices.

Founded in 2019, Huha quickly gained traction with its “Mineral Undies,” designed with breathable, antimicrobial fibers to prioritize intimate health. The company’s initial success was driven by viral social media engagement and a direct response to founder Alexa Suter’s personal experience with recurring urinary tract infections (UTIs). “Consumers are becoming more proactive about their health and seeking out products that not only feel good but also support their overall well-being,” says one industry analyst. “Huha has tapped into this desire with a product that addresses a real need.” The company’s approach differentiates it from traditional intimate wear brands that primarily focus on aesthetics and fashion.

Dragons’ Den Deal Sets New Record

The $20 million investment represents a significant leap forward for Huha and validates the potential of the company's innovative approach. The deal dwarfs previous investments made on Dragons’ Den, highlighting the growing appetite for ventures that address health and wellness concerns. While the exact equity exchange remains undisclosed, sources indicate that District Ventures Capital recognized the long-term potential of Huha’s business model and the brand’s ability to resonate with a health-conscious consumer base. “This deal sets a new benchmark for investments in the wellness space,” explains a venture capital expert. “It demonstrates that investors are willing to bet big on companies that are genuinely committed to improving people’s lives.”

Experts note that the substantial funding allows Huha to scale production, expand its product line, and accelerate its marketing efforts. It also positions the company for potential international expansion, tapping into growing global markets for health-focused intimate wear. The company's leadership is committed to maintaining a focus on innovation and sustainability as it grows.

Material Innovation and the Rise of ‘Functional’ Apparel

At the heart of Huha’s success is its commitment to material innovation. The company utilizes TENCEL™ Lyocell and Modal fibers derived from sustainably sourced wood, coupled with SMARTCEL™ featuring pharmaceutical-grade zinc oxide. This combination creates a breathable, antimicrobial fabric designed to support intimate health and reduce the risk of infections. “Consumers are becoming increasingly aware of the materials used in their clothing and their impact on both their health and the environment,” says a textile engineer. “Huha has taken a proactive approach by incorporating innovative, sustainable, and health-promoting materials into its products.”

The trend towards “functional” apparel is gaining momentum across the industry. Consumers are no longer simply looking for clothing that looks good; they want clothing that performs well and supports their active lifestyles. This shift is driving demand for materials that offer moisture-wicking, antimicrobial, and UV-protective properties. Huha’s focus on these features positions it well to capitalize on this growing trend. The company’s commitment to sustainability is also a key differentiator, appealing to consumers who are increasingly concerned about the environmental impact of their purchases. “Brands that prioritize sustainability are more likely to resonate with today’s consumers,” says a marketing consultant. “It’s no longer enough to simply offer a good product; companies need to demonstrate a commitment to responsible business practices.”

A Broader Shift in the Wellness Landscape

The Huha investment is more than just a win for one company; it’s a reflection of a broader shift in the wellness landscape. Consumers are increasingly taking a holistic approach to health and wellness, focusing on prevention and self-care. This is driving demand for products and services that support their physical, mental, and emotional well-being. “Wellness is no longer a niche market; it’s becoming mainstream,” says one industry observer. “Consumers are integrating wellness into all aspects of their lives, from the food they eat to the clothes they wear.”

Export Development Canada's participation in the funding round underscores the potential for Canadian companies to lead the way in this growing market. EDC’s mandate is to support Canadian businesses in their efforts to expand internationally, and the company sees Huha as a promising candidate for global success. “We are excited to partner with Huha and support its mission to provide innovative, health-focused apparel to consumers around the world,” said a spokesperson for EDC. “We believe that the company has the potential to become a leader in the wellness space.”