Mon, 08 Dec 2025

Mon, 08 Dec 2025 Sweaty Betty in new dispute over ad slogans

A period underwear company claims its taglines were copied, but Sweaty Betty disputes this.

* Kelly Newton, founder of period underwear company Nixi Body, claims Sweaty Betty copied two taglines from her brand
* Sweaty Betty's "No ifs. Just butt." line is similar to Nixi Body's "No leaks. No ifs. Just butts."
* The companies' femtech range adverts also feature similar language: "Keeping you moving through menstruation, maternity and menopause" vs "Menstruation. Maternity. Menopause. Together we're raising the bar for every woman, for any life stage"
* Personal trainer Georgina Cox says Sweaty Betty offered her £4,000 in exchange for confidentiality over use of her slogan "Wear The Damn Shorts", which she claims was used without crediting her
* Sweaty Betty denies intentionally copying slogans, saying they are common phrases used by many brands and that they have reviewed their marketing campaigns
* Newton says she is not seeking compensation but wants Sweaty Betty to be accountable for using phrases created by other female founders
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