What lies beneath a powerful woman?
Her intimates.
Confidence starts from within. When you feel your best in your foundation layer, it shows, radiating outward in everything you do. This campaign has been months in the making, and it all began with three powerful words from Rhonda. What Lies Beneath. The room went silent. We knew instantly: this wasn’t just a campaign; it was a statement.
The idea was simple yet bold: to showcase women in every aspect of life. Because it’s no secret; women are capable of extraordinary things. No matter who you are, what you do, or where you’re headed, you are powerful. You are the moment. And you deserve intimates that support you every step of the way.
Like so many women, Rhonda has been a million different people, sometimes all in one day. You may know her from USA’s Up All Night, but she’s also been a comedian, a pageant girl, a playboy model, and since the early 2000s, the founder of Rhonda Shear Intimates. Today, Rhonda continues to lead the way in bra technology and comfort-first intimates, using innovative solutions like gel support to replace traditional underwires and eliminate common pain points. She listens closely to customer feedback and works together with our production team to design bras that truly fit real women,because comfort should never be complicated. And she hasn’t slowed down; this past year was spent filming the reboot of Up All Night in her production studio right here in Florida. Her journey reflects what it means to evolve, to own every chapter, and to show up fully as yourself.
So, what lies beneath every powerful woman?
Her foundation. And foundation is where fashion starts.
The first chapter of our What Lies Beneath series celebrates the CEO. Like Rhonda Shear, women all around the world are leaders; whether they started their businesses from scratch or earned their place at the top. They are the blueprint, and their success deserves recognition. Just as Rhonda’s was honored with Gulf Coast’s Entrepreneur of the Year award in 2012.
Rhonda Shear Intimates became an overnight sensation with the launch of The Original Ahh Bra, now our #1 bestseller with over 35 million (and counting) sold worldwide. What started as one revolutionary bra sparked a major movement built on comfort, innovation, and confidence. Our bandeau bras have earned prestigious honors, including Cosmopolitan’s “Best Bandeau” (2022) and “Best Underwire Bandeau” (2023), proving that support doesn’t have to come with sacrifice. Rhonda’s success has never changed who she is. Her commitment to staying true to herself and her vision is what makes her the role model she is today.
BeigeBlackWhiteMochaLight BeigeSiennaNutmegClayEspressoDusty RoseSuntan+ 5 more
For this chapter, we spotlight the Pin-Up Set; the heart of our brand and a silhouette that has truly stood the test of time. Inspired by Rhonda’s love of Old Hollywood glamour and the iconic costumes of classic musicals, the Pin-Up Set is our homage to timeless beauty. Once painted on planes and tucked into lockers as symbols of luck and allure, pin-up girls embodied confidence, charm, and femininity. Today, our Pin-Up Set carries that same spirit: classic, glamorous, and forever a part of who we are. The Pin-Up Set gives you all the support you need while keeping things undeniably sexy, perfect for all our girlboss CEOs out there.
This series celebrates women in every stage of leadership and life; because strength looks different on everyone, but confidence always starts within. Every chapter we’ll dive into the idea that what you wear underneath can quietly shape how you show up every day. We’re spotlighting women across different careers and every aspect of life to prove one powerful truth: no matter who you are or what you do, what lies beneath every powerful woman is her foundation. The right foundation pieces don’t just support you, they empower you to show up, stand tall, and own every role you step into. Every piece in our collection is intentionally designed to make you feel good, confident, comfortable, and supported all day long. Keep an eye out for new series drops highlighting our favorite pieces as we go!
Want more Rhonda? Who doesn’t! Find out everything you need to know about Rhonda Shear and Up All Night here: https://rhondashearupallnight.com/
