Hu - Ha

About Hu - Ha

Based in Vancouver, Canada, Huha is a direct-to-consumer intimate apparel company focused on women's health and wellness. The company was founded in 2019 by Alexa Suter, who was motivated by her personal struggles with recurring urinary tract infections (UTIs) and the discomfort caused by synthetic underwear. Her journey began with researching fabrics and discovering materials better suited for women's health than traditional cotton. This personal mission evolved into a business after a successful Kickstarter campaign in 2019, which funded the first production run in just a few hours.

Before launching Huha, Suter built a background in storytelling and digital marketing. She started her career as a freelance writer, which allowed her to travel extensively, and later founded Studio Media, a social media agency that worked with prominent brands like L'Oréal Professional and Westin Hotels & Resorts. This experience in brand building and e-commerce proved invaluable for launching her own product-based business. Despite a previous unsuccessful attempt at a clothing line of silk skirts, she applied the lessons learned about fit and production costs to the development of Huha.

Huha's core business revolves around selling mineral-infused undergarments directly to consumers through its e-commerce platform. The company's flagship product is its 'Mineral Undies,' which are crafted from a proprietary blend of TENCEL™ Modal and smartcel™ sensitive fabrics. The key feature is the gusset, which is infused with pharmaceutical-grade zinc oxide, a mineral known for its soothing and antimicrobial properties that help reduce odor and maintain a balanced intimate environment. The fabrics are designed to be breathable, soft, and temperature-regulating, offering an alternative to moisture-trapping synthetics. The product line has since expanded from thongs and cheeky styles to include briefs, boxers, bras, and apparel, available in sizes ranging from 2XS to 3XL.

The company's business model is centered on e-commerce, with revenue generated from online sales. Significant milestones include being named one of BC Business' 30 Under 30 in 2020, an appearance on CBC's Dragon's Den, and securing a landmark $20 million financing round led by District Ventures Capital in late 2025. This funding is intended to fuel product innovation and expansion into new markets. Huha has cultivated a strong community by actively listening to customer feedback to refine its products and by promoting a message of body positivity and self-acceptance in its marketing.