How these female-owned companies are transforming the traditional bra.
Lingerie has always been more than just plain undergarments—it’s a form of self-expression, a source of confidence, and a way to feel beautiful from the inside out.
However, finding lingerie that perfectly blends comfort, style, and inclusivity can often feel like searching for a needle in a haystack.
And so as the saying goes, “If you want something done right, do it yourself.”
Solutions were developed over time and they fittingly came from the women who needed them. These lingerie names are redefining undergarments for women and speak of personalization, empowerment and diversity.
AnaOno: Empowering breast cancer patients and survivors
AnaOno was founded to elevate the confidence of women throughout and after their breast cancer journey. It was born from the personal journey of its Founder and CEO, Dana Donofree, who encountered this challenge after undergoing breast surgery.
She wanted to find a bra that offered comfort and beauty, but she did not find a specific one that resonated with her needs as a survivor. Drawing upon her extensive fashion design experience, Donofree decided to redesign bras that fit her body post-surgery and made her feel beautiful.
Their range includes a variety of bras—from comfortable post-surgery options to beautiful, confidence-boosting designs. All of these were created with the utmost care and attention to detail.
AnaOno reaffirms that different is beautiful, and that no condition—even one as frightening and life-changing as cancer—should disqualify people from the comforts of well-designed lingerie.
Kindred Bravely: Offering style and comfort for moms
Kindred Bravely’s origins trace back to a relatable moment for co-founder Deeanne Akerson. While nursing her child, she struggled to find comfortable yet stylish pajamas, prompting her to design her own.
The brand has two primary goals: crafting beautiful, functional maternity and nursing clothing, and fostering a community of moms who uplift and encourage one another on their motherhood journeys.
Akerson and her team understand that being a mom can be challenging, and they’re dedicated to making it a little easier and a lot more comfortable.
Kindred Bravely’s offerings aim to make every mom feel confident and supported, from cozy pajamas to practical nursing bras and tops. Their brand embodies the idea that motherhood requires courage and that moms are stronger when they stick together.
Liberté: Liberating women every day
Liberté, a premium lingerie brand, was brought to life in 2019 by seasoned model Amber Tolliver. Her journey began with a clear vision—to redefine lingerie by blending timeless craftsmanship with modern comfort.
Inspired by the dedication of early lingerie seamstresses, she aimed to create undergarments that exude confidence without sacrificing support. From its headquarters in New York, Liberté meticulously designs its pieces using the finest Italian fabrics. The brand also partners with skilled lingerie artisans worldwide.
Liberté’s founding principle revolves around empowering women to feel special and confident in their everyday essentials.
Their range includes beautifully crafted bras, panties and loungewear, all designed to seamlessly combine the charm of traditional lingerie with the comfort of high-performance tech fabrics. Liberté invites people to embrace their inner elegance without compromising on modern comfort.
Nubian Skin: Upholding diversity in every shade
Nubian Skin emerged in 2014 as a response to founder Ade Hassan’s frustration with the lack of “nude” hosiery options for her skin tone. Ade embarked on her mission in 2011 and officially launched the brand in 2014.
It quickly gained attention, especially after influential women of color, like Kerry Washington and Beyoncé, showed their support. Nubian Skin’s commitment to inclusivity and diversity in lingerie was evident from the start.
Nubian Skin offers a carefully curated collection. These include bras, panties, and hosiery, designed to embrace and celebrate the diverse beauty of women of color.
Over the years, they have expanded to include plus-sized and luxury lingerie collections, reaffirming their commitment to inclusivity..
Bodily: Supporting women in their journey to recovery
Bodily’s inception can be traced back to founder Tovah Haim’s deeply personal experience. When Haim became a mother in 2017, she was caught off guard by the intense challenges of post-birth recovery.
Feeling unsupported and armed with limited information, she decided to pivot from her career as a CFO and investor to delve into women’s health.
This transformation led to the creation of Bodily, a platform dedicated to providing judgment-free, inclusive resources and design-forward products for individuals navigating the transformative stages of pregnancy, birth and breastfeeding.
Bodily serves pregnant individuals, partners, family members, employers, and anyone curious or supportive of the journey.
By emphasizing evidence-based research and design-led products, Bodily’s goal is to help individuals feel confident in their bodies during and after pregnancy.
They understand that essential products should not only feel good on the body but also instill confidence and well-being throughout the journey of motherhood.
A fitting conclusion
To some, lingerie is not just underwear; it can also be a source of confidence or a tool for self-expression. But while it can at times be difficult to satisfy these needs, there are women who once shared that sentiment and have responded accordingly. Because of this, what the world has now is a market rich with options for different people with different preferences. Thanks to these women, some people only need to know who they are to properly find what fits them.
