Start Somewhere: Sharleen Ernster’s Journey from Victoria’s Secret to a More Sustainable Future
By ASI EFROS
During our Intimate Talks conversation, Sharleen Ernster, a former EVP at Victoria’s Secret and founder of the intimate apparel brand ‘We Are HAH’, shares a story that felt both deeply personal and strikingly relevant to where the industry finds itself today.
There are people in the intimate apparel industry whose careers follow a predictable path. And then there are women like Sharleen — visionaries who quietly reshape the conversation around lingerie, sustainability, and the female experience long before the rest of the market catches up.
For 13 years, Sharleen held leadership roles at Victoria’s Secret during what she describes as its “golden years.” It was a time when the company operated like an Ivy League education for creatives and executives alike — fast-paced, ambitious, and globally influential. As EVP overseeing provocative brands, swimwear, and apparel, she helped transform categories from under $100 million businesses into nearly billion-dollar divisions.
Listening to her speak, it became clear that Victoria’s Secret was more than a retailer during those years. It was a cultural force. The products reached women all over the world, and the innovation happening behind the scenes pushed the boundaries of design and technology in intimate apparel. Yet even within that success, Sharleen noticed something unsettling.
Many of the decisions surrounding women’s products were still being made through a male lens. Innovative ideas created by women for women often struggled to gain traction. The disconnect between what women truly needed and what the company continued to offer became increasingly difficult for her to ignore.
That realization intensified when Sharleen became a mother in her late thirties. Pregnancy and postpartum life dramatically changed her body over a relatively short period of time. She described moving from a size 2 to a size 8 in less than three years while navigating constant fluctuations in breast size and fit. Suddenly, the polished world of lingerie she had helped build no longer served her own reality.
Beautiful products sacrificed comfort. Poor fit created unnecessary waste as women constantly replaced bras and underwear that no longer worked for their changing bodies. Somewhere along the way, the industry had stopped designing for real life. That frustrating moment became the beginning of something new.
After leaving Victoria’s Secret and then Guess, where she had served as Chief Design Officer, Sharleen experienced what she describes as a complete creative download while sitting on a plane. The name, the mission, the product vision — everything arrived almost instantaneously. That vision became We Are HAH.
Launched from her living room in 2016, the brand was built around sustainability, fit innovation, and female empowerment long before these concepts became mainstream marketing language. Sharleen recruited former colleagues, partnered with manufacturers, and poured herself into building a company that reflected her personal values as much as her design expertise. What followed was nearly a decade of entrepreneurial highs, hard-earned lessons, and remarkable resilience.
We Are HAH grew into a business approaching $5 million in revenue, with an impressive 42% customer retention rate — a testament to the emotional connection women felt with the brand. But like many independent businesses, the company also faced forces beyond its control: retail partner bankruptcies, the pandemic, supply chain disruption, and shifting investor priorities that made sustainability feel less urgent in a rapidly changing market. Eventually, Sharleen made the difficult decision to dissolve the company in 2024.
What struck me most during our conversation was the honesty with which she spoke about that experience. There was no bitterness. No performance. Just the grounded reflection of someone who understands that entrepreneurship is rarely a straight line. If anything, the journey appears to have sharpened her purpose.
Today, Sharleen is focused on advocating for organic cotton underwear, which she calls a “virgin category” capable of creating meaningful environmental and health impact through relatively small shifts in consumer behavior. Her philosophy is beautifully simple: “#startsomewhere with your underwear”.
In an era where sustainability messaging can often feel performative, Sharleen’s perspective feels refreshingly human. Perhaps that is what makes her story resonate so deeply. Beneath the titles, billion-dollar growth stories, and industry accolades is a woman who allowed her own life experience to challenge the status quo — and who continues to evolve with honesty, creativity, and courage.
Contact:
Sharleen Ernster
Email: sharleen@wearehah.com
Website: www.sharleenernster.com
Instagram: @sharleen_ernster
