Fragrance house

Women'secret

Women Secret was founded in 1993, opening its first store on a central street in Madrid, Spain. Created as a women-focused intimate-apparel and swimwear label, it later spanned lingerie, sleepwear, accessories, and swimwear, with an identity centred on being created by and for women. The brand became Tendam’s first to operate online in 2000 and began international expansion in 2001. In 2012, it repositioned toward the premium-mass-market segment, while its social commitment to women was reinforced in its positioning. Its initiatives have included a post-surgery-bra line launched in 2013 for women affected by breast cancer and the 2019 Honest line, made with organic cotton and recycled materials. On 23 July 2025, Multiply Group completed the acquisition of a controlling stake in Tendam, making Tendam a platform business in Multiply’s retail-and-apparel vertical.