Almost Too Sweet Founded in 2002 by Benny Zafrani, Honeydew Intimates combines form with fashion and function, unpinned by Zafrani’s desire to create and craft intimate apparel that is as comfortable and stylish as it was fun. The full collection of sexy but sophisticated and accessibly-priced underwear from Honeydew features impossibly pretty lacy lingerie in fruity pops of feminine color that are almost too sweet to hide under clothes.