#FollowBon+Berg - Meet founder Siobhán Dunphy
At AwakenHub, we love spotlighting inspiring female founders who are redefining their industries—and doing it on their own terms. This week, we're introducing you to Siobhán Dunphy, founder of minimalist lingerie brand Bon+Berg. With a unique blend of scientific rigour, creative vision, and love for the outdoors, Siobhán is building something truly special.
Siobhán is part of SheGenerate Cohort 4.0 supported by British Business Bank and AIB
Describe yourself in 6 words or less
Creative, determined, nature-loving, problem-solver, minimalist, independent
What prompted you to start your business?
I started Bon+Berg because I couldn’t find lingerie that felt right for me. I wanted something comfortable and beautifully made, but also sustainable. Most of what I found was either too frilly, poor quality, uncomfortable, or not made with the environment in mind. I’ve always believed that simple is beautiful, so I decided to create my own version.
That belief became the foundation of our design philosophy: at Bon+Berg, we believe simplicity is powerful. Inspired by the raw beauty of nature, our lingerie is designed to feel as good as it looks—soft, uncomplicated, and truly effortless. We support slow fashion and aim to create timeless pieces that align with a more sustainable way of living.
Tell us a little more about you
I’m Irish-Canadian and based in Dublin, though I spend a lot of time in Innsbruck, Austria, where I can be close to the mountains. My background is in mechanical engineering, and I completed a PhD in regenerative medicine before switching to freelance writing and editing. For the past four years, I’ve been fully focused on building Bon+Berg—learning everything from branding to product development along the way.
My time in Austria was especially formative. Surrounded by the stillness and strength of the mountains, I found the inspiration for Bon+Berg. That landscape, and the slower pace of life there, guided the minimalist, sustainable ethos that now defines the brand.
Tell us about your female founder journey
It’s been quite a journey—both challenging and incredibly rewarding. The biggest lesson? Everything takes longer than you think, and having good people around you makes all the difference. The right connections can open doors to advice, support, and opportunities you didn’t even know existed.
Being a founder has made me more resilient, and it’s given me a deep appreciation for other small, independent businesses. You really come to understand the work that goes into building something from scratch.
How did you hear about AwakenHub and what prompted you to apply for SheGenerate?
I was connected with one of the founders through a mutual acquaintance who recommended the network. I joined as a member and, after a few months of being part of the community, I learned about the SheGenerate programme.
The timing was perfect—I was at a stage where I needed structured support to grow Bon+Berg, and the programme offered exactly that. The combination of mentorship, practical workshops, and the chance to connect with other female founders really appealed to me.
What have you gotten out of SheGenerate?
It’s been amazing to meet so many inspiring female founders and learn from their experiences. The online sessions have been packed with valuable insights that have helped me look at my business in new ways.
Having that community of support around you really makes a difference. It’s been invaluable.
What does success look like to you?
In 12 months:
Grow Bon+Berg’s customer base
Increase sales
Introduce new products
Collaborate with influencers and like-minded brands
Host pop-up events
In 5 years:
Become the go-to brand for sustainable lingerie
Expand across Europe and into the US market
What can the AwakenHub community do for you?
Right now, I’m focused on growing Bon+Berg’s presence in Ireland and Europe, so I’d love to connect with retailers and stockists who share our values around sustainability.
I’m also keen to learn from founders who’ve successfully expanded into European markets. And of course, we’re always open to hearing about funding opportunities that could help us scale sustainably.
As a founder – what are your non-negotiables?
Ethics and sustainability—no question. Every decision we make, from choosing materials to packaging, has to align with these values. They’re not just part of our branding; they’re central to who we are.
We work exclusively with high-quality, sustainable materials—especially MicroModal, a fabric known for its softness, breathability, and low environmental impact. It’s stronger and more durable than cotton, but feels luxuriously light against the skin.
Our designs are minimalist by nature: wireless, unlined, non-padded bras and classic underwear styles that move with you. They’re meant to be worn every day—effortless, flattering, and kind to your body.
We don’t believe in reshaping or hiding your natural form. Every body is different—and we think that’s a wonderful thing. Bon+Berg is about celebrating your curves, not moulding them. We want our pieces to feel like a second skin, so you can feel confident, comfortable, and truly yourself.
Six Words to Live By
Stay curious, stay grounded, stay kind.
Anything else to add?
Q: What would you say to someone just starting their founder journey?
Start before you feel ready. You’ll never have everything perfectly planned—and that’s okay. Focus on solving a real problem, stay true to your values, and build a support network around you. These things matter more than having a perfect plan.
Q: What keeps you motivated on challenging days?
The feedback from our customers and knowing we’re building something that aligns with our values. Every time someone tells us how much they love their Bon+Berg pieces, it reinforces why I started this journey.
