Our Story

At Her in Blue, we believe beauty flourishes in periwinkle. Periwinkle is a reflection of quiet confidence, natural grace, and the kind of beauty that simply exists. We celebrate femininity in a fresh new palette because blue is a girl’s color, too.

 

Finding Blue: A Founder's Journey

Our founder Olivia never had a closet full of dresses, just a love for the color pink. Whenever she wore pink, it blended with her olive skin and made her look washed out. A light blue sweater became the most worn piece in her closet.

She discovered that blue-based colors brought out a glow she’d never seen before, especially periwinkle. Yet finding that particular color was surprisingly difficult. The search sparked a passion to create a brand for everyone seeking beautiful clothing in periwinkle.

 

Why She's in Blue

Our name, Her in Blue, celebrates the magic of periwinkle, a dreamy hue that sits between blue and lavender, elegant and universally flattering. We’re here to shift the idea that “being blue” means feeling sad. In our world, blue means beautiful.