Katie Piper showcases her incredible figure in white lingerie as she launches new period underwear brand - but insists she's 'not trying to create another SKIMS'

Katie Piper showcased her incredible figure in white lingerie as she launched a new period underwear brand called Piper.

The TV personality, 43, launched the new British period lingerie and menstrual wellbeing brand after being inspired by her daughter Belle, who started her period at age 11.

Katie and her daughter set out to create period underwear that women and girls would choose to wear, but insisted that she's not 'trying to create another SKIMS'.

She said: 'I admire women like Rihanna and Kim Kardashian because they've shown how powerful it can be when women identify something missing in the market and build businesses around it.

'But I'm not trying to create another SKIMS. I'm building Piper.

'I want it to become a trusted, recognisable British brand that changes expectations of period underwear.'

Katie discovered reusable period pants and was impressed by their practicality but frustrated by the limited choice of styles, colours and fabrics. 

She then found herself sacrificing her usual lingerie choices for underwear that prioritised function over how she wanted to look and feel.

Katie explained: 'I created Piper because I was fed up with compromising my style once a month. 

'I found myself wearing period underwear I felt I had to wear, rather than styles I actually wanted to wear. 

'Years ago, I made a promise to myself that I would never compromise my identity, and I realised I wasn't being true to that.'

She continued: 'Why should confidence, femininity and personal style disappear during our periods?

'Women should never have to choose between feeling protected and feeling like themselves. 

'We're turning period underwear into lingerie, giving women the freedom to feel confident, stylish and completely themselves every day of the month.'

After spending two years developing the brand, Piper has launched with 26 product and colour variations.

This includes thongs, Brazilian briefs, bikini briefs, high-waisted briefs and boxer shorts. 

The brand-new collection features lace, mesh, bamboo fabrics, seamless designs and white period underwear, challenging the traditional norms. 

Every pair comes with an absorbent gusset and Piper’s FlowGrade™ testing and rating system, designed to help customers understand absorbency levels.

Elaborating on her period underwear brand, she said: 'I don't suddenly want to stop feeling feminine or attractive because I've got my period.

'I still want to wear underwear that looks beautiful and makes me feel good.'

'And Richie certainly appreciates that I've moved on from the rather questionable period pants that started this whole journey!

'But ultimately, Piper isn't about getting a man's approval.

'It's about women feeling confident in themselves. If you feel sexy, comfortable and completely yourself, that's what matters.'

In September, the brand launched its free Piper Period app to help users track their cycles, record symptoms and get a better understanding of their menstrual wellbeing.

Piper’s period lingerie collection is available now at PiperPeriod.com, alongside the free Piper Period app.