Hooter Hiders, Sex Wax, Lip Shit and other brand names that raise an eyebrow.

When we named our first product, a nursing cover for breastfeeding moms ‘Hooter Hiders’, we knew what we were doing. We wanted a memorable name…check! Not just because it was short and snappy, while also playing on those double HH’s, but because you don’t forget ‘Hooter Hiders’. The name perfectly described what the product did – it hid your hooters. Now, many will, and did take offense at the crass name. Sure, it brings to mind Hooters girls and the lack of respect for women in general and that goes down like a Victoria Secret fashion show, but waaay back in 2004, it was met with a giggle and a wink.

Times are changing, and they are changing FAST.

In 2004, Hooter Hiders was tongue-in-cheek. People loved it. Nordstrom, Petit Tresor in West Hollywood and Day One in San Francisco thought it was hilarious and clever. Many retailers wanted it, but didn’t think their clientele would go for it. Even though our direct-to-end consumer sales were going gangbusters, we realized quite early on that we had to change the name if we were going to grow and appeal to everyone; and so ‘Bebe au Lait’ was born. The name suited our European routes and our actual good style and taste, plus it had the added bonus of allowing us to expand beyond Hooter-hiding and into everything else that we now create.

Looking around at different industries you’ll see all sorts of provocative names – like the afore mentioned, Mr Zog’s Sex Wax-a non-slip wax for your surf board, to Lip Shit-who make lip balm and a ‘Maybe you just touched your genitals’ hand sanitizer (oh my!). Poo-Pourri makes your poop smell like freshly squeezed lemons and Squatty Potty promises to assist you in pooping rainbow-colored ice cream like a unicorn…trust me, watch the video. 37 million people have watched it before you.

So, even though we are a long way from 2004, we still have a great deal of affection for the name that set us on our way - and funnily enough…google analytics agrees. Hooter Hiders still does us proud in search terms.

For the die-hards…you can still find Hooter Hiders on Amazon right here. Make sure you check that the listings say ‘By Bebe au Lait’ or ‘By Hooter Hiders' otherwise you’re most likely purchasing a knock off.