ThirdLove

So here's the thing about ThirdLove - they basically looked at the lingerie industry and said "this is kind of ridiculous, right?" And honestly? They had a point.

Founded by industry experts who knew bras and how hard it can be to find one that delivers, ThirdLove created a third, better option designed for your body that lets you have both sexy and comfortable. Because apparently before 2013, we were all supposed to choose between looking good and breathing normally. The audacity.

But what really sets them apart is this whole half-cup sizing thing. The first bra to come in half cup sizes for your perfect fit, their 24/7® Classic T-Shirt Bra was developed using real bodies - not some idealized mannequin that exists nowhere in nature. They've got 78 different sizes now, which sounds excessive until you realize that boobs are, you know, actually different on every single person.

The company started purely online with this "Fit Finder" quiz that's helped over 19 million women figure out their size without the awkward dressing room experience. ThirdLove is already generating over $100 million in revenues annually, and some 12 million women to date have used Fit Finder. That's a lot of women who were apparently wearing the wrong size bra and didn't even know it.

And they're not just about bras anymore. ThirdLove is a female-founded, women's lifestyle brand that offers elevated essentials including bras, underwear, loungewear and more, all designed by women, for women. Co-founders Heidi Zak and Ra'el Cohen set out to revolutionize the bra shopping experience. They've expanded into activewear, sleepwear, and even acquired Kit Undergarments to appeal to a younger demographic.

What's interesting is their approach to physical retail. After a pandemic-induced pause, they'll have a total of eight standalone stores by the end of this year, with another 12-16 planned for 2023, seeking out high-traffic areas in both coastal and secondary markets. But unlike their first tech-heavy pop-up in NYC, these new stores are "light on technology and more focused on the shopping experience" with well-trained staff and comfortable environments. Because turns out, when you're bra shopping, you don't want to interact with an iPad - you want an actual human who knows what they're talking about.

ThirdLove is the largest donor of women's undergarments in the United States, donating more than $50 million worth of products to women in need. They also run the TL Effect program supporting early-stage companies run by female entrepreneurs of color. So they're putting their money where their mouth is on the whole "supporting women" thing.

The brand's been certified as a Great Place to Work for four years running, which is pretty solid considering how many startups burn through employees like they're going out of style. And with their focus on inclusive sizing (they go from AA to I cups, including those half sizes), body positivity, and actually listening to customer feedback, they've carved out a pretty significant space in an industry that desperately needed disruption.