BonBon's story began in 2004, when Tiiu Roosma created her first collection, which at that time consisted only of various strings with transparent details and panties with sats. BonBon's especially playful products quickly found their way into the hearts of Estonian women, and in 2004-2006, in addition to panties, we also made bras, T-shirts and nightgowns! All this, of course, in very small quantities. BonBon's first production room was Tiiu's own home, where he sewed the first product samples with two sewing machines. The Tiiu family house was used as a storage room. Then a small 15 m² room was rented on Tatari Street and the first five sewing machines were bought with the help of business support. At that time, BonBon's women consisted only of Tiiu, his aunt and one of the pattern seamstresses.



When we realized that BonBon Lingerie products are very loved and demanded among Estonian women, we had to start looking for a new, larger production space. That's how we had two big dreams in 2009. First of all, we moved our production to spacious and bright rooms, where a magnificent production unit with fifty machines grew out of the sewing corner with five machines. Secondly, we opened our first representative store. The Pärnu mnt representative store was built with great care and love by designer Marili Rooba and still has an original and load-bearing concept at the time. The following year, our products were launched by a recognized dealer, Kaubamaja. Participating in Tallinn Fashion Week for the first time in 2011 was also a major turning point for the brand.



In 2012, BonBon's star started! In order for Estonian women to have a wider choice of places to choose wonderful new lingerie, we opened our second representative store in the Ülemiste Center. In the same year we managed to participate in our first laundry fair "I Love Me", which took place in Helsinki. During the fair, we discovered that our products are also loved outside Estonia. So in the following years, BonBon's laundry quickly became a nationwide sensation, and the well-known department stores Tallinn Design House, Tartu Kaubamaja and Tallinn Airport became interested in reselling it. In the autumn of 2017, the spectacular Tallinn Fashion Week took place, where we shocked the world with the new bold and provocative styles typical of BonBon. Among the collections were Mara, L.A. Girl, Frozen Blooms Black, Glorious, Red Roses and many others, the first of which we still produce due to high demand.



2018 started with the ‘’Salon International de la Lingerie’’ lingerie trade show in Paris. From Paris, we flew to Los Angeles with Anna Saar, a highly rated makeup artist who then became the muse and face of our signature collection L.A. Girl. We also released our mystical Mara Black collection that is one of the client favourites to this day. The ever-so gorgeous Eda-Ines Etti was the perfect face of the new Mara collection as she conveyed mystery and femininity characteristic to the collection. The year was brought to a magnificent end - the stunning stylist and songwriter Jana Hallas was the face of our luxurious silk Foxy Ladies Brigitte collection.

We turned 15 in 2019 and hosted a big celebration in our freshly renovated Ülemiste center store with the stunning Anu Saagim and Reet Härmat. The magnetic Anu and Reet were the leaders of the BonBon revolution throughout that year, inspiring women all over Estonia with their confident aura and courage. Next, we headed onto discovering the Danish market, where we opened our new modern e-store in the Summer of 2020.

In 2021 we came out with the innovative ‘BonBon Wonderland’ concept, led by the beloved entertainer and Estonia’s sexiest woman Brigitte Susanne Hunt. In April of the same year, we introduced our new and modern e-store to the world.

BonBon Lingerie is an Estonian designer lingerie brand established in 2004 with the intention of creating lingerie that conveys the love and beauty of being a woman. Every one of BonBon’s activities, from creating unique designs and using premium fabrics, to truly personal customer service, is driven by our mission to build women’s confidence and encourage them to stand up for themselves. We create our lingerie with a strong belief that through positive experiences and an inner feeling of security, we can raise our quality of life and enjoy all the marvellous facets of what it means to be a woman!


Marge Muug-Tahk, CEO of BonBon Lingerie: ‘The concept behind the BonBon woman has evolved from the most prominent and elegant women in history. There is no definitive answer to who a BonBon woman is. It isn’t reliant on numbers such as size or age as it isn’t a specific person - it is the energy that surrounds them. Our client is a confident and independent woman who keeps up with the times. A woman, who knows her worth and expresses it through her character. She embraces her feminine charms and is not afraid to publicly demonstrate them. She is optimistic and always open to whatever kind of new challenges life may present her with. She radiates provocative elegance as well as mystery, to leave one or the other for the wild depths of imagination. 

You are the face of BonBon. You are the author of your life and the main character of our story. The BonBon revolution stands for increasing a woman’s self-confidence. We dream of a world where a woman’s body is no longer considered a taboo topic, and where women have complete freedom over decisions concerning their own life. Our task is to help women find their true selves and by doing so, become the best version of themselves.

Who run the world, you ask? Our answer is - women, and our mission is to provide them with wings on this magical journey.’


  • Feminine confidence
  • Premium quality and design
  • Provocative elegance
  • Luxurious details
  • A dash of mystery


Due to all our products being handmade, the main characteristics that run through our lingerie are uniqueness and the skilled handwriting of our dedicated seamstresses. One piece of lingerie gets created through the collaboration of up to nine different seamstresses, who work towards a mutual goal - to bring you lingerie that is both luxuriously comfortable and remarkably gorgeous. No detail goes unnoticed as we work on our collections until the best and most gorgeous result is achieved. By using premium fabrics, we guarantee durability during even the most passionate wearing experiences and an overall long-lasting sense of comfort.


During the designing process, we consider seasonal trends as well as the wishes and feedback of our clients. BonBon’s peculiarity is our extravagant boudoir collections which are characterised by bold cuts and sensual fabrics that convey feminine charms. Our product range features collections for different types of tastes and body types. For passionate nights we recommend our playful niche lingerie and for more everyday rhythms our classically gorgeous lingerie sets that emphasise comfort. BonBon’s specialty is our client-favourite open-cut g-strings and bras which we are the only company in Estonia to produce.


BonBon Lingerie’s collections offer a wide range of products for various body types and taste preferences: 

Bras: push-up bras, underwired bras, balconette bras, triangle bras, non-wired bras, open bras. Sizes range from EU 70A to 95E.

Briefs: tangas, one-size g-strings, panties, high-waist panties, men’s boxers, open g-strings. Sizes range from XS-XXL.

Other clothing and accessories: kimonos and robes, nightwear, stockings, suspender belts, bodysuits, garters, etc. 


We want women to possess the courage and voice to share their experiences and thoughts with the rest of the world. Our blog entries provide our readers with inspiring stories from various courageous and confident women.

Read our stories from bold women to bold women here. LINK!!