shapewear
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SKIMS made the underwear the outfit
Kim Kardashian started with the layer nobody was supposed to see. SKIMS built a business by making fit, skin tone and everyday comfort part of the fashion conversation.
Honeylove
Honeylove is a Los Angeles-based direct-to-consumer apparel company that designs shapewear, wireless bras, and everyday intimates engineered with targeted compression and supportive panels. Founded in 2018 by former EDM vocalist Betsie Larkin after she couldn't find shapewear that stayed in place on stage, the brand built its reputation on no-roll construction and comfort-first engineering. It has grown from a $300K Kickstarter and a Y Combinator batch into a nine-figure-revenue business serving more than 3 million customers, backed by a $13M Series A led by Lightspeed Venture Partners.
Knix
Knix is a Toronto-based direct-to-consumer intimate apparel company that pioneered the leakproof underwear category. Founded in 2013 by Joanna Griffiths, it designs machine-washable, reusable period and leakproof underwear, bras, activewear, swimwear and shapewear built for the realities of menstruation, bladder leaks, postpartum and body changes. Known for size-inclusive design and a mission to empower women to be 'unapologetically free,' Knix grew into the #1 leakproof brand in North America and was acquired by Swedish hygiene giant Essity in 2022 in what was reported as the largest exit by a Canadian female founder.
Victoria's Secret & Co.
Victoria's Secret & Co. is a Columbus, Ohio-based specialty retailer of lingerie, intimates, beauty and fragrance, operating the Victoria's Secret, PINK and Victoria's Secret Beauty brands along with the digital-first label Adore Me. Spun off from L Brands as an independent NYSE-listed company (VSCO) in 2021, it sells bras, panties, sleepwear, activewear, body care and fragrance through roughly 1,300 retail stores, a global network of partner-operated locations and a large e-commerce operation. With about $6.55 billion in fiscal 2025 revenue and around 31,000 employees, the company is pursuing a turnaround that pairs a revived Victoria's Secret Fashion Show with a broader, more inclusive brand message.