Sweaty Betty hit with second slogan row as small brands call out copying

Sweaty Betty is facing renewed criticism after a second small business alleged the activewear giant lifted its marketing language_ intensifying a debate about big brands drawing “inspiration” from independents_ according to a report in The Times.

Following last month_s viral complaint from fitness influencer Georgina Cox_ leak-proof underwear label Nixi Body says elements of its long-used messaging appear in Sweaty Betty_s FemTech campaigns.

Founder Kelly Newton notes her brand has used lines like “keeping you moving through menstruation_ motherhood and menopause” and “No leaks_ no ifs. Just butts.” since 2019.

Sweaty Betty has promoted its period-wear with similar phrasing_ including “keep you moving through menstruation_ maternity and menopause” and “No ifs. Just butt.”

Newton says she felt “gutted” to see wording she considers central to her brand echoed by a company acquired for 300 million pounds. Industry observers add that this dynamic is increasingly common: large brands often track smaller_ independent labels for fresh language_ product ideas_ and cultural cues.

Sweaty Betty denies wrongdoing_ arguing the phrases are widely used and cannot be owned_ and says it is reviewing its marketing copy while engaging with Nixi Body. The company is also still in dispute with Cox over her “wear the damn shorts” slogan_ which she claims was used without adequate credit.

The case highlights a familiar tension in fashion and wellness: small brands rely on distinctive storytelling to survive_ while bigger players_ intentionally or not_ can end up borrowing the very language that sets them apart.