About Us
Originating in the heart of London back in 2014, Bettylicious has focused on refinement and sophistication. Transitioning into Bettylicious Retro Ltd, our re-branding in 2025 draws inspiration from the elegant world of 1930s art deco swim figurines. Betty continues to design swimwear, influenced by the many 1950s Hollywood stars and brings her designs to the modern world.
NEW IN
Unveiling the Marilyn Swimsuit, created by myself and Sarah Koriya, drawing inspiration from Marilyn Monroe's 1950s swimsuit. Featuring modern materials and breast cancer-friendly design, it is exclusively sold at Bettylicious Retro.
Let customers speak for us
Spotted this dress on the TikTok live. Super excited to support a local business, rather than the usual “half way round the world” TikTok shops. Dress was packed live, and despatched SAME DAY. Received it couple of days later and OHMAGAWD… it fits my bewbs, hugs my waist AND HAS POCKETS!!! Such a lovely slinky vibrant fabric. Shop saved to favourites. Away to hunt for more goodies. Thanks gurls, you’re absolute legends! 🔥🔥🔥
Fabulous bikini and amazing customer service above and beyond.
The perfect swimsuit! This swimsuit provides all the coverage I want while being very cute and sexy. I've been wearing it to pole class and it stretches perfectly to allow me to move. 10/10
Lovely slinky black swimsuit, the cross neck is super flattering on a range of bust sizes. Feels like a 'little black dress' but in swimsuit form!
Loved it so much I bought both colours! High waist and flattering fit - what is not to love. Thanks so much, will definitely be back for more!
Love the colour, love the fit, love the shape - at last a flattering bikini to wear at the beach or pool! Thanks for the lovely packaging and amazing service!
Beautiful colour, flattering fit. Cannot recommend this shop enough! Thank you!
These fit well with a properly high waist, and are very flattering.
The customer service was also excellent - very responsive, and helped my order get to me in time for my holiday!
I have received Nautical Bikini and it's stunning and of course unique, I love to be unique 😊.
The only thing that was less good is the shipment to my country. It took a while but There is no doubt that I will order again. I highly recommend 👌
Love it and have bought a second one.
Absolutely love this I’m a size 14 and the medium fitted lovely, it is a skirt that goes over bikini bottoms and has given me a confidence boost as I’m not comfortable wearing just bikini bottoms.
The customer service I received was fab and they always replied swiftly.
Lovely beach shoes. Really comfy. Also doing your bit for the environment.
I love this as a swimsuit but I also have worn it with trousers and a skirt . Great quality and versatile to boot.
Betty's Picks
Floral Retro Cup Sized Bikini
Gemma @mrsbowretro selected this Wolf & Whistle set for holiday, choosing it for style, fit and support.
Powder Kimonos
I brought in the most beautiful Powder Kimonos last year and I have added to the range. Here is @pinupcurl in hers.
Lemon Swimsuit
Pip is a cold water outdoor swimmer and says this is her favourite swimsuit. She took it to Finland recently.
Striped Jumpsuit
The lightest, most comfortable flattering jumpsuit I have ever worn. It sold out but I brought it back. @vintagestylefifi also know as betty x
Blog posts
History of 1950s Swimwear: Glamour to Modern Revival
A Splash of Vintage Glamour: My Marilyn Monroe–Inspired Swimsuit Design
A Fond Farewell to Esther Williams Swimwear
SHOP all of our Vintage style Products
Why Vintage Swimwear Never Goes Out of Style.
Discover the timeless appeal of retro swimwear and why these classic styles continue to captivate fashion lovers today.
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Vintage swimwear combines flattering silhouettes with quality craftsmanship that stands the test of time. The high-waisted cuts, structured bodices, and feminine details create a universally flattering look that transcends fleeting trends.
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Retro swimsuits emphasize elegance and support with features like boned bodices, ruching, and higher waistlines. These design elements provide superior fit and coverage while celebrating the natural feminine form, unlike many contemporary minimalist styles.
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Absolutely! Vintage swimwear was designed with real women in mind. The structured support, adjustable features, and variety of cuts mean there's a flattering style for every figure. High-waisted bottoms elongate legs, while sweetheart necklines enhance the décolletage.
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The 1950s remains the most beloved era for vintage swimwear, with its iconic high-waisted bikinis and one-piece suits. However, 1940s styles with their practical elegance and 1960s mod designs also enjoy enduring popularity among retro fashion enthusiasts.
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Hand wash in cool water with mild detergent and lay flat to dry away from direct sunlight. Avoid wringing or twisting the fabric. Rinse immediately after swimming to remove chlorine or salt water, which helps preserve the fabric's color and elasticity.
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Yes! Modern vintage-inspired swimwear uses contemporary fabrics with excellent stretch and recovery, making them perfect for swimming, sunbathing, and beach activities. The structured designs often provide better support than many modern swimsuits.
