What ThirdLove does

ThirdLove is a female-founded, direct-to-consumer intimate apparel brand headquartered in San Francisco, founded in 2013 and operating with 101–250 employees. The company sells bras, underwear, activewear, and accessories primarily to women across the U.S. and Canada, with an explicit focus on inclusive fit: it offers 78+ sizes spanning bands 32–44 and cups AA–H, including proprietary half-cup sizes, and addresses nine distinct breast shapes identified in its educational content. Its core product franchise is the 24/7 Classic collection, augmented by sub-brands such as TempSync thermoregulating intimates and activewear, Zero Edge no-show underwear, All Day Lace, ComfortStretch smoothing, and Cloud Cotton organic cotton. A new product category — breathable silicone nipple covers ($29, designed to last 15 wears) — launched in June 2026 alongside the TempSync Active sports bra and legging line introduced in January 2026.

The company's technology stack centers on a proprietary Fit Quiz (Fitting Room) and Virtual Styling service that capture body and preference data from millions of customers, feed Precise Sizing™ recommendations for both wired and wireless bras, and integrate with Bloomreach for personalized merchandising. TempSync™ fabric incorporates licensed 37.5® Technology using naturally derived particles to regulate heat and moisture, targeted initially at menopause-related comfort needs and now extended into athletic use. For customer service, ThirdLove runs an AI agent called 'Barbra' on Sierra's platform, handling inquiries in the brand's voice. The Hooked Rewards loyalty program and a $25-per-friend referral mechanic drive repeat and word-of-mouth demand.

Commercially, ThirdLove is primarily DTC through its owned Shopify storefront, with growing physical retail (a Paramus, NJ store opening August 2026), TikTok Shop presence, and a wholesale community for select retailers. Pricing is unit-based across tiers — underwear from $13–$39, bras $48–$82, TempSync activewear at $78–$88 — with bundle savings on underwear packs and seasonal promotions. The company is privately held, with its last disclosed financing a $12 million revolving credit facility from Second Avenue Capital Partners in August 2023 supporting technology and offline expansion.

Name

ThirdLove

Legal name

ThirdLove

Website

https://thirdlove.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

ThirdLove is a female-founded direct-to-consumer intimate apparel brand selling bras, underwear, activewear, and accessories across 78+ sizes. It serves U.S. and Canadian consumers through owned e-commerce, physical retail, TikTok Shop, and selective wholesale partnerships.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Panties & Briefs (CRAAAIAB), Shapewear & Body Contouring (CRAAAIAC), Plus Size & Extended Sizes Apparel Retail (CRAAABAJ)

Keywords

• Women's intimate apparel
• Inclusive bra sizing
• Direct-to-consumer lingerie
• Proprietary fit technology
• Thermoregulating activewear

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Intimate Apparel Sales: Primary revenue stream from selling bras, underwear, activewear, and accessories directly to consumers through e-commerce and retail channels.
2. Hooked Rewards Program: Loyalty rewards program offering free shipping, exclusive sales, and discounts to enrolled customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

ThirdLove designs, manufactures, and sells women's intimate apparel — bras, underwear, activewear, and accessories — directly to consumers. Its product range covers 78+ sizes (AA to H cup, including exclusive half cup sizes) across multiple sub-brands and collections. The company combines proprietary fit technology (Fit Quiz, Precise Sizing™) with branded innovations such as TempSync™ thermoregulating fabric, and distributes primarily through its owned e-commerce site, with growing physical retail and TikTok Shop presence.

Product overview

ThirdLove is a direct-to-consumer female-founded intimates brand offering a broad portfolio of bras, underwear, activewear, and accessories across multiple sub-brands and collections. The core product lines include the 24/7 Classic Bra Collection (T-shirt, wireless, plunge, full coverage, strapless, nursing, minimizer, unlined styles) and a complementary Underwear collection (bikini, hipster, brief, thong, cheeky). Notable sub-brands include TempSync (temperature-regulating intimates and activewear with 37.5 Technology), the Zero Edge no-show line, the All Day Lace romantic intimates collection, ComfortStretch smoothing comfort wear, and Cloud Cotton organic breathable wear. ThirdLove also offers specialized collections such as The Wedding Shop, Pride Collection, and a dedicated nipple covers line. The brand provides ancillary services including a Fit Quiz (virtual fitting room covering 78+ sizes), Virtual Styling appointments, and the Hooked Rewards loyalty program. Products are sold exclusively through thirdlove.com, with a growing physical retail footprint and presence on TikTok Shop.

Differentiator

Problem solved

Functional benefit

Products and services

• 24/7 Classic Bra Collection Flagship everyday bra collection spanning T-shirt, wireless, unlined, plunge, full coverage, strapless, nursing, and minimizer styles. Designed for inclusive sizing from AA to H cup including half sizes, targeting individual women consumers.
• Underwear Collection Underwear in multiple styles (bikini, hipster, brief, thong, cheeky, boyshort) and fabrications (cotton, lace, thermoregulating, seamless, Zero Edge no-show), offered individually and in bundle packs for individual women consumers.
• TempSync Active Collection Temperature-regulating activewear collection featuring sports bras ($78) and leggings ($88) made with antimicrobial fabric and 37.5 Technology to manage heat and moisture during workouts. Targeted at active women and women experiencing menopause-related temperature changes.
• TempSync Thermoregulating Intimates Collection Intimates collection using 37.5 Technology with naturally derived particles infused into fabric to regulate body temperature and moisture, primarily targeting menopause-related comfort needs such as hot flashes, night sweats, and temperature fluctuations.
• Breathable Silicone Solutions Nipple Covers Reusable silicone nipple covers ($29) in three shades and two sizes, designed to last 15 wears with perforated holes for breathability, enabling braless wear. Sold across online, in-store, and TikTok Shop channels.
• Zero Edge Collection No-show undergarments designed to eliminate visible panty lines, available in hipster, thong, and cheeky styles across bras and underwear.
• All Day Lace Collection Lace intimates collection blending romantic design with everyday comfort, available in bras, bikinis, thongs, and cheeky styles.
• ComfortStretch Collection Smoothing and stretch comfort intimates with front, back, and armhole smoothing features, available in bras and underwear styles including front-close and racerback options.
• Cloud Cotton Collection Organic and seamless cotton-based intimates prioritizing breathability and natural comfort, available in wireless bras, bralettes, tank tops, bodysuits, and underwear.
• The Wedding Shop Curated bridal and wedding-day intimates including strapless, plunge, and adhesive styles designed to be invisible under wedding dresses, plus matching underwear sets. Targeted at brides and wedding parties.
• Pride Collection Limited edition intimates collection released annually for Pride, featuring core bra and underwear styles in seasonal colorways.

Quantifiable outcome

• Temperature-regulating intimates generated over $1M in first six weeks
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• SierracoreTechnology or Integration · 20 March 2025ThirdLove deployed Sierra's AI customer service platform, creating an AI agent named 'Barbra' trained on ThirdLove's brand voice and personality. This AI agent handles customer service interactions to enhance customer experience.
• BloomreachcoreTechnology or Integration · 13 March 2025ThirdLove enhanced their personalization experience by integrating Bloomreach's customer data and personalization platform to deliver more tailored shopping experiences.

Scale indicators3 records

Recent moves8 records

Expansion highlights7 records

Broad incumbents

• Victoria's Secret & Co. Largest specialty intimates retailer in the US with a full assortment of bras, underwear, and activewear. Direct overlap with ThirdLove's core product set; competes on price, brand recognition, and physical retail scale. Now independent after L Brands spin-off.
• Aerie (American Eagle Outfitters): Specialty intimates and loungewear sub-brand of American Eagle Outfitters with strong inclusive and body-positive positioning. Competes with ThirdLove on bras, underwear, and bralettes at a slightly lower price point with significant retail footprint.
• Calvin Klein (PVH Corp): Mass-market intimates brand with extensive wholesale distribution and brand recognition. Competes with ThirdLove in core bras and underwear categories at accessible price points through department stores and specialty retail.
• Lululemon: Premier women's activewear brand with growing intimates business. Direct overlap with ThirdLove's TempSync Active collection and sports bra category; represents the most credible competitor for the TempSync Active category extension.

Direct peers

• Savage X Fenty: DTC intimates and loungewear brand founded by Rihanna, majority-owned by LVMH. Competes head-to-head with ThirdLove on inclusive sizing, body-positive branding, and digital-first customer acquisition. Closest direct comparable in size and target demographic.
• Cuup: NYC-based DTC intimates brand emphasizing inclusive sizing (band 30-44, A-H cups), minimalist design, and direct-to-consumer model. Highly comparable to ThirdLove on product positioning, target customer, and channel strategy.
• Knix: Canadian DTC intimates and activewear brand offering bras, underwear, and leakproof products. Direct competitor on inclusive sizing, body-positive positioning, and expansion into adjacent categories like activewear.
• True & Co. DTC intimates retailer that pioneered an online fit quiz and offers inclusive sizing. Highly comparable to ThirdLove's Fit Quiz-driven, fit-first positioning, though smaller in scale.
• Adore Me: DTC intimates brand acquired by Victoria's Secret in 2023. Competes with ThirdLove on direct-to-consumer model, inclusive sizing, and tech-enabled fit recommendations. Now a direct subsidiary of the largest specialty competitor.
• Hanky Panky: Heritage American underwear brand focused on thongs, bralettes, and lace intimates with strong D2C and specialty wholesale distribution. Comparable to ThirdLove's underwear assortment and premium DTC positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@thirdlove
• Xx.com/ThirdLove
• Facebookfacebook.com/thirdlove
• LinkedInlinkedin.com/company/thirdlove

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds6 records

Investors21 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ThirdLove