Didn't we have pretty much this same silly nonsense when one of the big sticky plaster brands announced they'd be doing them in colours other than pink and cars/barbie?
And again when IIRC one of the big make up companies launched it's first range of makeup intended for anything other than sun starved albino's?
Discrete coloured underwear is something a lot of people want/need for different reasons as anything that is a different colour from the background (IE skin) can show up under thinner outer clothing which is something most women tend not to want all the time.
It's nothing more than a major brand realising they've left out a potentially profitable part of the market and aiming to try and make more money by catering to them.
IIRC the likes of "body stockings" worn by dancers/actors have had a similar issue and it wasn't until recently that one of the big manufacturers of them actually made them in "non white" tones, prior to that it was very hard for a lot of actors/actresses/dancers to get something that was close to their skin tone.