Lemon noticed a gap in the market for a subscription underwear brand that catered to ‘real’ girls like her. Having grown up surrounded by the ‘we-can-do-anything’ attitude of the Spice Girls, she wanted to create a brand that had girl power at its core. Lemonade Dolls represents a new generation of young women and is all about female empowerment. Lingerie isn’t just about pleasing men anymore. Women want hassle-free, positive, comfy underwear to help them take over the world.