10+ Best Lingerie Start-Ups to Inspire

The lingerie industry is experiencing a dynamic shift, with bold start-ups redefining comfort, aesthetics, and inclusivity. These emerging brands are challenging the status quo with innovative designs, sustainable materials, and a commitment to catering to diverse body types. 

Whether you’re an entrepreneur seeking inspiration or a fashion enthusiast curious about the latest trends, these lingerie start-ups are setting new benchmarks in quality and creativity. 

From AI-powered fittings to eco-friendly collections, they are reshaping the way we experience intimate wear. Let’s explore the 10+ best lingerie start-ups that are making waves in the industry – a perfect inspiration for anyone starting a lingerie business! 👙✨

Key Trends in the Modern Lingerie Industry

The lingerie industry has evolved far beyond lace and silk, it’s now a space where innovation, inclusivity, and sustainability take center stage. With shifting consumer preferences and technological advancements, lingerie brands are rethinking how they design, produce, and sell intimate apparel. 

1. Body Positivity & Inclusivity

The era of one-size-fits-all lingerie is long gone. Today’s consumers demand representation, and brands are responding with inclusive sizing, diverse marketing, and designs that cater to all body shapes and gender identities.

How it’s changing the industry:

• Expanding size ranges – Brands like Savage X Fenty and Parade offer extended sizes, ensuring a comfortable fit for more people.
• Diverse representation in marketing – Gone are the days of overly retouched models. Brands now feature real people of all sizes, ethnicities, and backgrounds.
• Gender-inclusive lingerie – More brands are designing lingerie for all genders, breaking away from traditional notions of who lingerie is for.

This shift isn’t just about aesthetics, it’s about making people feel seen and comfortable in their own skin.

2. Sustainability & Ethical Production

Fast fashion has long dominated the lingerie industry, but consumers are becoming more eco-conscious, demanding sustainability from their favorite brands.

 How brands are becoming more sustainable:

• Eco-friendly materials – Brands like Organic Basics and Lara Intimates use biodegradable fabrics, recycled lace, and plant-based dyes.
• Ethical manufacturing – Fair wages, safe working conditions, and transparent supply chains are becoming industry standards.
• Minimal waste production -Some brands are adopting zero-waste cutting techniques or producing on-demand to reduce overproduction.

Sustainability is no longer an option, it’s a necessity for brands looking to build long-term trust with modern consumers.

3. Tech-Driven Lingerie 

Lingerie is getting a high-tech makeover, making shopping for the perfect fit easier than ever.

Tech innovations transforming lingerie:

• AI-powered sizing – Brands like ThirdLove and True&Co use AI and quizzes to recommend the perfect bra size.
• Smart fabrics – Temperature-regulating and moisture-wicking fabrics offer comfort while adapting to the wearer’s needs.
• 3D body scanning & virtual try-ons – Some brands use augmented reality (AR) and 3D scanning to help customers find their ideal fit without stepping into a fitting room.

With technology making lingerie more personalized and functional, consumers can enjoy a better fit and improved comfort.

4. Direct-to-Consumer (DTC) vs. Traditional Retail

The rise of e-commerce has transformed how lingerie is sold, with many brands skipping traditional retailers and selling directly to consumers.

 DTC vs. Traditional Retail – What’s Changing?

• Better pricing & transparency – Without middlemen, brands like CUUP and Adore Me offer high-quality lingerie at fair prices.
  
• Subscription models & personalized shopping – Some brands provide monthly lingerie subscriptions or AI-powered recommendations based on past purchases.
• Physical retail isn’t dead, but evolving – While many brands focus on online sales, some like Savage X Fenty blend online and offline with experiential stores.

DTC brands are thriving by creating strong digital communities and offering a seamless online shopping experience.

10+ Best Lingerie Start-Ups to Inspire

The following innovative lingerie start-ups are redefining the industry with bold ideas and groundbreaking business models. Let’s explore the brands revolutionizing intimate wear and uncover what sets them apart.

1. Savage X Fenty 

When Rihanna launched Savage X Fenty in 2018, she revolutionized lingerie with inclusivity, affordability, and real-body representation. Offering sizes XS–4X and diverse skin tones, the brand challenges outdated beauty norms.

 Its bold designs and fearless messaging have made it a global powerhouse, redefining intimate wear for everyone.

What Sets Savage X Fenty Apart?

🔥 Radical Inclusivity – Featuring models of all body types, genders, and backgrounds.
🔥 Affordable Luxury –  High-quality lingerie at accessible prices.
🔥 VIP Membership Model – Offers exclusive discounts, early access, and curated monthly drops.
🔥 Game-Changing Fashion Shows – High-energy, celebrity-filled events streamed on platforms like Amazon Prime Video.

How Savage X Fenty is Disrupting the Market

• Challenging Victoria’s Secret’s Legacy – Promoting body diversity over unrealistic beauty standards.
• Direct-to-Consumer (DTC) Focus – Cutting out the middleman for better pricing and engagement.
• Tech-Driven Fit & Shopping Experience –  AI-powered recommendations for the perfect fit.

Revenue Stream

💰 VIP Memberships – A subscription-based model generating recurring revenue.
💰 E-Commerce Sales –  Strong online presence through DTC retail.
💰 Retail Expansion – Physical stores opening across the U.S.

With $310M+ in funding and a valuation over $1 billion, Savage X Fenty is more than a brand, it’s a movement redefining lingerie.

2. Parade 

Launched in 2019 by Cami Téllez, Parade blends sustainability, affordability, and self-expression. With bold colors, eco-friendly fabrics, and inclusive sizing (XS–5XL), it’s built a loyal following. Unlike traditional brands centered on “sex appeal,” Parade champions comfort, individuality, and ethical production, redefining modern lingerie with a fresh, vibrant approach.

What Sets Parade Apart?

🌱 Sustainable Materials – Uses certified recycled fabrics and compostable packaging.
🎨 Vibrant, Fun Designs – Moves away from traditional neutrals with playful and diverse color palettes.
🤝 Body-Positive & Inclusive -Features real customers in campaigns, promoting authenticity and confidence.
💰 Affordable & Accessible – Offers high-quality, ethical lingerie at budget-friendly prices.

How Parade is Disrupting the Market?

• DTC Model for Better Prices – Sells directly to consumers, cutting out retail markups.
• Redefining Lingerie’s Purpose – Focuses on self-expression, not just seduction.
• Community-Driven Brand –  Engages customers in product decisions and social impact initiatives.

Revenue Stream

💵 E-Commerce Sales – DTC approach through its website.
💵 Limited-Edition Drops – Drives exclusivity and demand.
💵 Retail Expansion – Select partnerships with major retailers.

With its eco-conscious ethos & bold branding, Parade is reshaping the lingerie industry, one colorful, sustainable pair at a time.

3. CUUP

Founded in 2018, CUUP is redefining lingerie with a focus on perfect fit, comfort, and minimalism. Unlike traditional brands that rely on excessive padding and push-ups, CUUP emphasizes natural shaping and support, offering 53 bra sizes (A-H cups, 30-44 bands). Their sleek, unlined designs celebrate the body’s natural form while ensuring superior functionality.

What Sets CUUP Apart?

✨ Fit-First Approach – Uses data-driven sizing technology to provide a precise, supportive fit.
✨ Minimalist Aesthetic -Strips away unnecessary details for sleek, everyday essentials.
✨ Innovative Fabric Choices -High-quality, lightweight materials like power mesh for breathability.
✨ Size Inclusivity – A wide range of cup and band sizes to ensure a tailored fit for all bodies.

How CUUP is Disrupting the Market? 

• Breaking the Traditional Bra Mold – Moves away from rigid underwire and heavily padded designs.
• Direct-to-Consumer Model – Focuses on online sales to offer better pricing and customer experience.
• Educational Fitting Experience – Provides virtual bra fittings to help customers find their perfect match.

Revenue Stream

💵 E-Commerce Sales – Primary revenue through its website.
💵 Membership-Based Perks – The CUUP Club offers exclusive benefits for loyal customers.
💵 Retail Expansion – Select pop-up stores and collaborations.

By prioritizing comfort, simplicity, and precise fit, CUUP is setting a new standard in modern lingerie, proving that less is truly more.

4. Nudea

Founded in 2019, Nudea is transforming lingerie with sustainability and tech-driven innovation. This UK-based brand prioritizes precise fit, eco-friendly materials, and stylish functionality. With advanced bra fitting technology and a mission to reduce fashion waste, Nudea stands out in an industry often challenged by overproduction and non-recyclable materials.

What Sets Nudea Apart?

🌿 Sustainable Materials – Uses recycled fabrics, organic cotton, and biodegradable packaging.
📏 Tech-Enhanced Fit – Offers a Fit Tape® measuring tool and virtual bra fittings for accuracy.
🎯 Versatile, Functional Designs – Prioritizes everyday comfort and support with a modern aesthetic.
♻️ Eco-Friendly Manufacturing – Partners with ethical factories and runs a bra recycling program.

How Nudea is Disrupting the Market?

• Sustainable Production –  Focuses on small-batch manufacturing to avoid waste
• DTC Model for Accessibility – Sells directly to consumers, ensuring better pricing and transparency.

Revenue Stream

💰 E-Commerce Sales – Direct sales through its website.
💰 Fit Kits & Measuring Tools – Helps customers find the perfect size.
💰 Sustainability Initiatives – Recycling programs and eco-conscious packaging add value.

By combining eco-friendliness, smart fit solutions, and a sleek design philosophy, Nudea is setting a new standard for responsible lingerie shopping.

5. LIVELY

Launched in 2016 by Michelle Cordeiro Grant, LIVELY blends the best of lingerie, activewear, and swimwear to create a new category: leisureé. Designed for women who prioritize comfort, versatility, and confidence, LIVELY’s pieces feature wire-free support, soft fabrics, and sporty yet feminine aesthetics. The brand’s commitment to affordability and community-driven marketing has helped it stand out in a saturated market.

What Sets LIVELY Apart?

🏋️‍♀️ Athleisure-Inspired Design – Lightweight, breathable materials with a sporty yet stylish look.
💡 Wire-Free Comfort – Bras with soft support that feel as comfortable as a bralette but offer structure.
👭 Community-Driven Approach – Focuses on body positivity and real customer engagement.
🌎 Eco-Friendly Materials – Introduced a sustainable collection made from recycled fabrics.

How LIVELY is Disrupting the Market?

• DTC-First Model – Focuses on direct-to-consumer sales to keep prices accessible.
• Retail Expansion – Opened brick-and-mortar stores and partnered with Target.
• Social Media-Fueled Growth – Uses organic community-building for marketing rather than traditional ads.

Revenue Stream

💵 E-Commerce Sales – Direct sales through its website.
💵 Retail Partnerships – Available in select Target stores.
💵 Subscription Model – Offers a rewards program and exclusive memberships.

With a fresh take on lingerie, LIVELY is redefining comfort and style, proving that bras can feel as good as they look.

6. ADORE ME

Founded in 2011, Adore Me has revolutionized the lingerie industry by offering affordable, stylish, and size-inclusive lingerie through a subscription-based model. Unlike traditional brands, Adore Me caters to a broad audience with extended sizing (XS – 4X), ensuring that high-quality, trendy lingerie is accessible to everyone. The brand blends affordability with fashion-forward designs, making it a go-to for budget-conscious shoppers who don’t want to compromise on style.

What Sets Adore Me Apart?

💰 Affordable Luxury – High-quality lingerie at budget-friendly prices.
📦 Subscription Model – Personalized monthly lingerie sets delivered to members.
🌎 Size Inclusivity – Offers a diverse range of sizes for all body types.
♻️ Sustainability Commitment  – Launched an eco-friendly collection and a recycling program.

How Adore Me is Disrupting the Market?

• Flexible Shopping Experience – Customers can shop subscription-free or join a membership for exclusive perks.
• Tech-Driven Fit – Uses AI to personalize selections based on preferences and past purchases.
• Fast Fashion Meets Lingerie – Quickly adapts to trends, releasing new collections monthly.

Revenue Stream

💵 VIP Membership – Subscription-based model with monthly credits.
💵 E-Commerce Sales – One-time purchases available without a subscription.
💵 Retail Expansion – Opened brick-and-mortar stores and partnered with Walmart.

By offering trendy, affordable, and size-inclusive lingerie with a flexible shopping experience, Adore Me continues to challenge industry giants and redefine how women buy lingerie.

7. Thinx

Launched in 2013, Thinx disrupted the intimate apparel industry by introducing period-proof underwear as a sustainable alternative to disposable menstrual products. Designed with moisture-wicking, absorbent, and leak-resistant technology, Thinx offers a comfortable, eco-friendly, and cost-effective solution for menstruating individuals. The brand challenges the stigma surrounding periods with bold marketing campaigns and inclusive messaging.

What Sets Thinx Apart?

🩸 Innovative Leak-Proof Technology – Multi-layer fabric absorbs menstrual flow while keeping users dry.
🌎 Sustainable Alternative – Reduces reliance on disposable pads and tampons.
👩‍🔬 Science-Backed Design – Constantly improves materials for better absorbency and comfort.
📢 Breaking Taboos – Advocates for period positivity and menstrual education.

How Thinx is Disrupting the Market?

• Redefining Period Care – Creates a new category in the lingerie and hygiene space.
• Direct-to-Consumer (DTC) Focus – Sold mainly online, cutting out middlemen for affordability.
• Expanding Product Lines – Offers underwear for various flows, bladder leak protection, and activewear.

Revenue Stream

💵 E-Commerce Sales – Direct-to-consumer model through its website.
💵 Retail Partnerships – Available in Target and Nordstrom.
💵 Subscription Model – Offers a cycle-friendly subscription service.

By blending technology, sustainability, and social impact, Thinx has revolutionized period care, proving that lingerie can be both functional and empowering.

8. Journelle

Founded in 2007, Journelle bridges the gap between high-end luxury lingerie and everyday wear. The brand curates a refined collection of premium lingerie that balances sophisticated designs with ultimate comfort, making luxury lingerie more accessible for modern women. Known for its elegant aesthetics and high-quality fabrics, Journelle has become a go-to for those who want to feel effortlessly chic, whether for special occasions or daily wear.

What Sets Journelle Apart?

✨ Luxury for Everyday – Combines delicate lace, silk, and premium fabrics with practical  designs.
👗 Curated Collections – Offers a mix of in-house designs and top-tier brands like La Perla and Simone Pérèle.
🌿 Sustainable Approach – Introduced eco-friendly fabrics in select collections.
💡 Personalized Experience – Provides expert bra fittings & styling guidance in stores.

How Journelle is Disrupting the Market

• Blurring the Lines Between Lingerie & Lifestyle – Makes luxury more wearable and accessible.
• Omnichannel Shopping Experience – Seamless integration of online and in-store retail.
• Reimagining Classic Lingerie – Modernizes traditional lingerie silhouettes with contemporary cuts and colors.

Revenue Stream

💵 Direct-to-Consumer (DTC) Sales – Sells via its website and boutique stores.
💵 Retail Expansion – Operates flagship stores in major cities.
💵 Private Label Collection – Profits from its exclusive in-house lingerie line.

By redefining luxury as an everyday indulgence, Journelle proves that comfort and sophistication can coexist in lingerie.

9. Harper Wilde

Founded in 2017, Harper Wilde set out to simplify bra shopping by offering high-quality, ultra-comfortable, and affordable everyday bras. With a minimalist approach and a strong focus on functionality over frills, the brand aims to make lingerie shopping effortless. Beyond just comfort, Harper Wilde is known for its social impact initiatives, from sustainability efforts to women’s education advocacy.

What Sets Harper Wilde Apart?

💖 Comfort-First Design – Features wire-free bras, breathable fabrics, and seamless fits for all-day wear.
🛒 Easy Shopping Experience – Offers a stress-free online shopping process with hassle-free returns.
🌎 Sustainability Commitment – Uses recycled materials and a bra recycling program to reduce waste.
📚 Social Impact – Supports girls’ education initiatives through partnerships with organizations like Girls Inc.

How Harper Wilde is Disrupting the Market?

• Anti-Victoria’s Secret Approach – Prioritizes simplicity, inclusivity, and practicality over flashy designs.
• Transparent Pricing – Challenges the lingerie industry’s markup culture by offering affordable, high-quality bras.
• Strong Community Focus – Encourages customer engagement through witty branding and women-focused empowerment campaigns.

Revenue Stream

💵 Direct-to-Consumer (DTC) Model – Primarily sells through its website.
💵 Subscription & Bundles – Offers discounts on multi-pack purchases.
💵 Retail Partnerships – Expanding into select brick-and-mortar stores.

By combining comfort, affordability, and purpose, Harper Wilde is reshaping the lingerie industry, one cozy bra at a time.

10. Fleur du Mal

Launched in 2012 by Jennifer Zuccarini, Fleur du Mal elevates luxury lingerie with high-fashion aesthetics and effortlessly seductive designs. Inspired by Parisian elegance, the brand offers silk lingerie, bodysuits, and chic ready-to-wear pieces. Catering to women who value sophistication and craftsmanship, it seamlessly blends intimacy with bold, modern style.

What Sets Fleur du Mal Apart?

✨ Runway-Inspired Designs – Merges lingerie, high fashion, and streetwear influences.
💎 Premium Materials – Uses silk, French lace, and delicate embroidery for an opulent feel.
🌿 Sustainable Luxury –  Incorporates ethical production practices and eco-friendly packaging.
🖤 Beyond Lingerie – Expands into loungewear, swimwear, and ready-to-wear fashion.

How Fleur du Mal is Disrupting the Market?

• Bridging Lingerie & Fashion –  Promotes lingerie as outerwear, making it a mainstream fashion statement.
• DTC & Experiential Retail – Operates boutique stores where customers enjoy personalized fittings.
• Celebrity & Influencer Appeal – Worn by A-list celebrities and featured in major fashion editorials.

Revenue Stream

💵 Direct-to-Consumer (DTC) Sales – Primary revenue from its website and flagship stores.
💵 Exclusive Capsule Collections –  Limited-edition pieces drive demand.
💵 Retail & Wholesale Partnerships – Available in high-end department stores and boutiques.

With its fashion-forward aesthetic and luxurious appeal, Fleur du Mal has transformed lingerie into a statement of personal style and confidence.

11. The Very Good Bra

Sustainability is no longer just a trend, it’s a necessity, and The Very Good Bra is leading the charge in the lingerie industry. Founded by Stephanie Devine, this Australian brand is the first to offer fully biodegradable lingerie, ensuring that every component—fabric, thread, elastic, dye, and even labels can decompose naturally without harming the planet. Designed for eco-conscious consumers, the brand proves that sustainability and comfort can go hand in hand.

What Sets The Very Good Bra Apart?

🌱 100% Biodegradable – Every piece breaks down naturally, leaving zero waste.
🌿 Plastic-Free & Non-Toxic – Uses organic cotton, Tencel™, and natural rubber.
🛍️ Minimalist, Timeless Designs – Focuses on high-quality, long-lasting pieces.
💚 Slow Fashion Approach – Encourages buying less, but better.

How The Very Good Bra is Disrupting the Market?

• Pioneering Circular Fashion – First lingerie brand to offer cradle-to-cradle sustainability.
• Consumer-Led Innovation – Designs based on crowdfunding feedback and demand.
• Transparency & Ethical Production – Made in certified ethical factories with full traceability.

Revenue Stream

💵 Direct-to-Consumer (DTC) Model – Sells primarily through its website.
💵 Pre-Orders & Crowdfunding – Engages eco-conscious buyers to fund new collections.
💵 Limited Edition Drop – Small-batch production reduces waste and boosts exclusivity.

By proving that lingerie can be stylish, comfortable, and truly sustainable, The Very Good Bra is setting a new standard for ethical fashion.

Final Thoughts

The lingerie industry is undergoing a dynamic transformation, and these start-ups are at the forefront, blending innovation, inclusivity, and sustainability. From bold designs and ethical production to AI-powered sizing & eco-friendly fabrics, these brands are redefining intimate wear for modern consumers. By challenging industry norms and setting new benchmarks, these lingerie startups inspire both lingerie lovers and aspiring entrepreneurs. If you’re ready to bring your own vision to life, consider launching your brand with xMarketplace by Adent.io. It is a powerful eCommerce script to help you build, market, and scale your online store effortlessly.