The Founder
My Story — Helena Kaylin, Founder & CEO of MINDD
Growing up in Calgary, Alberta, I always dreamed of working in fashion. I could never have imagined that one day I’d have the opportunity to work for some of the world’s most iconic brands — including Victoria’s Secret, Under Armour, and Lululemon.
It was during my time at Lululemon that everything changed. Despite being part of the team developing bras, I couldn’t fit into any of them because of my DDD cups. That moment of frustration turned into a spark — if the industry couldn’t make a bra for me, I’d make one myself.
On January 1, 2019, MINDD (pronounced MIND) was born. A year later, on February 19, 2020, The MINDD Bra Company officially launched to the public.
What MINDD Means
MINDD is a personal mantra — a reminder to focus on what’s Most Important Now (MIN) and Double Down (DD) on it.
In bra terms, it’s simple:
If your bra is on your mind (MINDD), it’s probably not working for you.
Our Mission
My mission is to reimagine the future of bras and intimates — starting with the D+ woman.
After 10 focus groups across Canada and the U.S., meeting with over 100 women, and listening to thousands more throughout my career, I learned two things matter most:
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Comfort
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Wire-free design
I started to imagine what would happen if my favorite sports bra and my most beautiful special-occasion bra had a “bra baby.” That’s how MINDD was born — the next generation of bras that are always wire-free, incredibly comfortable, and undeniably beautiful. So comfortable, in fact, they become the last thing you take off at night.
The MINDD Woman
At MINDD, we are proudly laser-focused on the D+ customer.
As a 36DDD myself, it’s taken me years to fully embrace my shape and curves — and that journey fuels everything we create.
Women are multi-dimensional; our past experiences shape how we want to feel today and who we become tomorrow. At MINDD, we’re endlessly curious, passionately creative, and unapologetically obsessed with product. Our mission is to drive innovation and develop new comfort and support technologies that make women feel amazing every single day.
Because you deserve a bra so comfortable — it’s the last thing on your mind.
— Helena xoxo