True & Co

True&Co. is reinventing the way women buy intimates. We replace the uncomfortable fitting room experience with a 2-minute fit quiz online and risk-free home try on. Today, women loathe the bra shopping experience and the massive $14B intimate apparel industry is dominated by one primarily brick-and-mortar player. We are introducing a number of firsts into an age old space - from the fit data we collect to the algorithm to the better bras we manufacture as a result. We create a deeply personal shopping experience - each customer sees a lingerie shop specifically selected for her based on her fit data. Our proprietary algorithm recommends and sells only the styles and sizes (yes plural!) that fit a woman's specific body shape. For more of the data that we're collecting about all things intimate: https://trueandco.com/anniversary