A HISTORY

OF THE BRAND

2021

As an eco-responsible brand, Playtex launched new products crafted from fabrics that have been responsibly made all while maintaining its high standard of quality, incredible support and its feminine style. This is where new green products were born, certified GOTS or OCS like our Organic Feel Good Support bra or even our organic cotton briefs.

2020

Playtex combines comfort, support and elegance by creating the Secret Comfort line. Discover lace bras with underwire covered with a soft, breathable fabric that makes them invisible and imperceptible. They ensure exceptional comfort for everyday wear. This line combines comfort and elegance, perfect for every woman

2019

Ideal Posture is Playtex’s innovation of the year. This front opening bra has been designed to reduce back pain and promote better posture due to its durable mesh and cross-back construction that keeps you feeling comfortable and supported. The ideal everyday modern yet feminine bra for perfect support.

2018

Capsule Collection : Playtex X Zoé
Félix Zoé Félix has created a capsulecollection for Playtex with the Smoking Chic and the Sporty Chic collections that play with the trends of sportswear and graphic lines. She wanted to put her own spin on the iconic Cross Your Heart bra, giving it a modern, fashionable and feminine look.

2017

Playtex launches its Flower Elegance Spacer bra. The "spacer" bra has been designed with an ultra soft fabric that is super breathable for all day comfort. The bra cups have been made with two layers of fabric that have been knitted together to create a sort of thin foam that allows air to pass through the cup keeping you comfortable. The fabric helps give a natural roundness to the breasts without adding extra volume.

2016

Staying true to its DNA, Playtex reinvents the essential wireless support bra with Ideal Beauty. This bra boasts a new-generation construction that lifts and defines the bust for a stunning effect.

2013

With the launch of the Invisible Elegance collection, a new range made using ultra-flat lace that is discreetly invisible under clothing and promises complete comfort, Playtex begins its collaboration with actress Zoé Félix, a bubbly, modern woman who is already won over by the quality and expertise of Playtex products.

2011

Once again, Playtex leads the way in innovation with the launch of Tonique Contour, a revolutionary bra that sculpts the bust, giving it a fuller, rounder look with an enhancing and rejuvenating effect.

The noughties

The new millennium welcomes two new innovations to shake up the lingerie segment.
In 2001, Magic Feeling is the first lingerie collection to offer a lace bra in a single-piece design.
In 2004, Playtex launches Just my Style, a range of lingerie sets whose bras are designed and constructed according to breast size.

The nineties

Playtex enters the lingerie set and fine lingerie markets with its new Stylis range. Just as its advert says, Stylis by Playtex “reconciles the irreconcilable: well-being and seduction.” The fast-paced TV advert, released in 1998, shows women who remain beautiful every day, no matter whether they are cleaning the floor, watching television or taking a taxi, with the tag line, “Women on the move”.

The sixties

The popular and highly effective 18 Hour range is born, boasting such a high level of comfort that it can be worn for 18 hours straight!
Still made from latex but allowing the skin to breathe thanks to micro-perforations, it also offers an excellent level of abdominal support. A new milestone in the art of enhancing and shaping the figure is reached.

1954

1954 witnesses the birth of an iconic piece of lingerie: the Cross Your Heart. To support the launch event, Playtex USA opts for an advertising campaign with the slogan ‘Lifts and Separates’. In 1955, it is the first brand to dare to mention lingerie on TV.

1947

ILC is restructured and Playtex, one of the company’s four new divisions, is created. The name derives from a fusion of the words PLAY and LATEX.

1940

ILC enters into the women’s underwear sector with the innovative Living Girdle, an indestructible girdle that is resistant to holes and snags. An advertising campaign depicts women dancing and playing tennis, illustrating the level of comfort that this new-generation girdle has to offer.

1937

After developing various products, such as gloves, hats, swimwear, and even baby nappies, ILC gains approval to market latex girdles.

1932

The International Latex Corporation (ILC) is founded in Rochester, USA by Abraham Nathaniel Spanel (1901 – 1985). The manufacturer is also a formidable inventor, holding more than 2,000 patents inspired by latex.