6 new lingerie companies that are changing the industry — with inclusive sizes and a woman-led design process

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• Victoria's Secret isn't as much of an industry stronghold as it once used to be. 
• New lingerie brands like ThirdLove and True&Co are increasingly popular, and it's likely because they're spearheaded by women — a break from an industry ironically known to be a bit of a boys' club. 
• These new brands offer more inclusive size ranges and also rely heavily on customer feedback.
• Keep reading to find out where you should buy your next bra. 

Times, they are a-changin'.

Luckily for you and me, we've come a long way from the corset, and at least public opinion seems to be shifting ever-further from the Miracle Bra and its cousins. The culture shift and consumer demand is — as it is wont to do — causing an accompanying revolution in the market itself, potentially retiring once-iconic brands. 

In their place rises a new breed of women's lingerie, surprisingly almost exclusively spearheaded by fellow women — a break from an industry ironically known to be a bit of a boys' club. These up-and-coming women's lingerie companies have distinguishing aspects, but each seems to be moving resolutely in the direction of underwear that marries comfort with new or traditional lingerie styles, and at a relatively affordable price. Common incentives include more inclusive size ranges, transparency in production, and robustly using customer feedback as their production's guiding light.

And you can't rush perfection. Companies like Everlane have tinkered with 40 prototypes before releasing underwear, and startup ThirdLove spent over a year adding 24 new bra sizes to their line (reaching a total of 70 options).

These new undergarments have been designed to work with their customer's bodies and have, unsurprisingly, been met with much fanfare — with some wait lists for product releases exceeding 1 million women. 

Read on to find out what we like about six new lingerie brands — True&Co, Everlane, ThirdLove, Knix, Trusst Lingerie, and LIVELY.

SEE ALSO: The internet can’t stop talking about these leggings made of recycled water bottles — and now I understand why

ThirdLove: 70 bra sizes, comfort, half cup sizes, and 100% fit guarantee.

ThirdLove, a five-year-old lingerie startup, is best known for inventing half cup sizes and an accompanying 100% fit guarantee. If you want to get closer to the exact right style, size, and shape for your body, this is where you should shop — and the ThirdLove team will be even more attentive than usual in helping you find the right match instead of an approximation. 

They’re also our number one pick for the best bra and the best strapless you can buy.

Now, ThirdLove carries 70 bra sizes — 24 more than their previous offering and well above the industry average of 30. The initiative took over a year to put in place, and over 1.3 million women were on the waitlist. For founder Heidi Zak, it was a natural step forward. In order for more women to find their correct fit, there needed to be more options for them to choose between. 

What to buy:

• ThirdLove bras, starting at $68
• ThirdLove underwear, $12 or three for $27
• 24/7 Perfect Coverage Bra, $68

Knix: Soft, multi-task friendly bras and underwear that can do it all.

Knix wants to offer an option in between ultra-expensive lingerie and unappealing "granny panties." The company makes soft, multi-task friendly bras, tanks, underwear, and accessories.

Knix is best known for two standout inventions. One being the Evolution Bra, which was one of Kickstarter’s most successful campaigns ever — $1 million in sales and over 55,000 preorders alone. The promise was simple: A bra that could do it all — reversible, high performance, able to be worn eight different ways and made out of antimicrobial, quick-drying, moisture-wicking materials without wires. Joanna Griffith created it as the first bra she could truly wear all day without changing for separate occasions.

The company's second high-exposure moment has been with its leakproof line— underwear that promises to work as a replacement product or backup (with different levels of absorption) for your period.

What to buy:

• Knix bras, starting at $44
• The 8-in-1 Evolution Bra, $55
• Athletic Leakproof Bikini, $24

Everlane: Transparency and super soft materials that serve as your luxe, high-quality basics.

Everlane, original direct-to-consumer wunderkind, makes radical transparency in production and pricing the bedrock of its business plan. The startup released underwear made from super soft Supima cotton in 2018 after 40 prototypes, and our team was really impressed in our testing.

Everlane set out to create a tier of underwear in between cheaply made basics and ornate, overpriced lingerie. We think they succeeded: The material is really soft, breathable, and "forgettable" in the best all-day-long way.

Currently, the collection includes a thong, hipster, high-waist hipster, shelf bra ($22), bodysuit ($30), and a pair of men's briefs($16). Women's underwear is $12 each, with three for $27. 

What to buy:

• Everlane women's underwear, $12 or three for $27
• Everlane men's Boxer Brief, $18
• Everlane women's Tank Bra, $22