What Honeylove does

Honeylove is a US-based, direct-to-consumer shapewear and intimate apparel company founded in 2015 by Betsie Larkin (with Igor Lebovic as co-CEO) and headquartered in Los Angeles. The company designs and sells wireless bras, shaping shorts, bodysuits, camis, underwear, and adjacent everyday apparel under the Honeylove brand, with products priced between roughly $34 and $129 and bundles up to $336. The product line is anchored by a portfolio of proprietary construction technologies — most notably Targeted X Compression (mapped doubleknit panels), CloudFuse (honeycomb silicone bonding between raw-cut fabrics), CloudWire (foam-wrapped flexible underwire), and bonded cradle construction — several of which are patented or patent-pending. The business runs primarily through its own Shopify storefront at honeylove.com with international shipping across 100+ markets, complemented by an Amazon marketplace channel, a Zendesk-backed customer service and CRM stack, and a paid HoneyClub membership ($24/year) that delivers 20% store credit, free shipping, and early sale access as a recurring-revenue and retention layer. Marketing is digital-first: Instagram advertising, an owned blog (The Honeylove Edit), email, organic social, earned media (Vogue, Forbes, Who What Wear), and a community referral program.

Name

Honeylove

Legal name

Honeylove

Website

https://honeylove.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Honeylove is a US-based direct-to-consumer shapewear and wireless bra brand selling comfort-first intimate apparel to women through its own e-commerce site, Amazon, and a paid HoneyClub membership.

Ownership category

akta.pro rank

Product category

Women's Shapewear and Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Knitting Mills (31512)

SIC

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

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Panties & Briefs (CRAAAIAB), Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)

Keywords

• Women shapewear apparel
• Wireless intimate bras
• Compression shapewear
• Bonded bodysuits
• DTC apparel brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Primary revenue stream through direct-to-consumer sales of bras, shapewear, tops, bodysuits, and underwear via honeylove.com. Products sold at individual retail prices ranging from $34-$129. Includes bundle discounts of 15-40% for multi-item purchases.
2. HoneyClub Membership: Annual subscription program billed at $24/year providing 20% store credit on all purchases, free shipping on every order, and members-only offers and early sale access. Generates recurring revenue and customer loyalty.
3. Amazon Sales: Secondary distribution channel through Amazon marketplace, indicated by the presence of an Amazon Policy page on the website.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Honeylove designs, manufactures, and sells comfort-first women's intimate apparel through direct-to-consumer channels. Its product line spans wireless bras, shaping shorts and briefs, bodysuits, liftwear tops with built-in support, underwear packs, and a HoneyClub annual membership that delivers recurring discounts and free shipping.

Product overview

Honeylove is a shapewear and intimate apparel company offering a comprehensive portfolio of bras, shapewear, tops, bodysuits, and underwear. The product line centers on innovative wireless bra technology and targeted compression shapewear designed for comfort and support. Core products include the CrossOver Bra and CloudEmbrace Bra families (wireless styles), the SuperPower and ShadowSculpt shapewear lines featuring patented X compression technology, and LiftWear tops and bodysuits with built-in support. The company also offers a HoneyClub membership program providing recurring benefits. Products emphasize comfort-first design with technologies like CloudWire underwire, CloudFuse bonding, and LYCRA FitSense compression mapping. The company expanded beyond shapewear into everyday clothing including sleepwear, loungewear, and leggings.

Differentiator

Problem solved

Functional benefit

Brands

• HoneyClub: Annual membership program offering 20% store credit, early sale access, and members-only offers for $24 billed annually, open to US customers only.

Products and services

• CrossOver Bra Honeylove's signature wireless bra with mesh details, bonded cradle replacing underwire, smoothing wings to eliminate back and underarm bulge, and adjustable convertible straps; designed for women seeking everyday shaping and support without underwire discomfort.
• CloudEmbrace Bra Wireless bra featuring stationary molded memory foam cups that support, lift, and shape, using CloudFuse honeycomb silicone bonding sandwiched between soft raw-cut fabrics; targets women seeking lift and separation without underwire.
• X Balance Bra Wireless bra designed to lift, separate, and support with soft elastic intersecting at the center, built-in light molded foam cups, and an ultra-plush elastic underband.
• Silhouette Bra Wireless bra using flat, stretch silicone coated in velvetine flocking for flexible support, bonded cradle replacing underwire, and raw cut seamless construction that disappears under clothing.
• SoftForm Bra Hardware-free wireless pullover bra with seamless construction that lays invisibly under tight clothing, premium brushed lining, and wide smoothing wings.
• CloudEmbrace Bra with CloudWire Underwire bra with CloudWire flexible underwire wrapped in light airy foam for protective cushioning and zero chance of wire-poking, combined with molded marshmallow foam cups and CloudFuse bonding.
• SuperPower Short Shaping short with patented Targeted X Compression and doubleknit panels, flexible boning in side seams to prevent roll-down, and a 6 3/4 inch inseam for full thigh shaping.
• SuperPower Brief Shaping brief that sculpts the midsection using Targeted X Compression with built-in side boning to define waist and keep the garment in place, with a mesh brief bottom for a smooth look without panty lines.
• ShadowSculpt High-Waist Short Lightweight shaping garment combining targeted power and breathability via LYCRA FitSense technology mapped to specific support areas for an invisible look under clothing, with a 7 inch inseam and flexible boning.
• LiftWear Cami Shapewear cami with built-in molded wireless bra using targeted X compression and doubleknit panels to shape back and tummy while releasing everywhere else, with silicone gripper at the hem and adjustable straps.
• Cami Bodysuit Shapewear bodysuit with adjustable straps, built-in bra, Targeted X Compression with doubleknit panels, bonded back panels for 360 degree support, hook and eye gusset, and silicone gripper to prevent wedgies.
• Open-Bust Mid-Thigh Bodysuit Shapewear bodysuit with an opening at the bust for pairing with a favorite bra, combining targeted doubleknit X compression with a low neckline and bonded back panels for smoothing, with a 5 1/4 inch inseam.
• Low-Back Bodysuit Low-back shapewear bodysuit featuring Targeted X Compression with doubleknit panels, a wire-free built-in bra, and a 6 1/2 inch inseam for full thigh coverage.
• CrossFlex Activity Bra Patented activity bra designed for everyday wear and light to moderate movement, featuring a silicone cushioned band with 360 smoothing, CloudFuse bonding replacing underwire, and removable cups.
• CloudLift Bra with CloudWire Underwire push-up bra designed to deliver a lifted look without increasing cup size, featuring boost technology that pushes from the lower cup only, molded foam cups, and CloudWire technology embedded in a cushioned channel.
• CloudShape Bra with CloudWire Underwire t-shirt bra designed for fit and comfort, with CloudWire embedding a semi-flexible wire inside foam padding, disappearing edge cups that thin at the neckline, and CloudFuse silicone at the inner wing for back smoothing.
• HoneyClub Membership Annual membership program that delivers 20% store credit on every purchase, free shipping on every order, members-only offers, and early sale access; billed at $24 per year and available to US customers.
• Silhouette Roses Bra Patent-pending wireless bra featuring flat flexible silicone in a custom rose design coated in velvetine flocking, a bonded cradle that eliminates the need for underwire, wide wings for back smoothing, and removable foam cups.
• V-Neck Bra Underwire-free bra featuring a bonded cradle replacing underwire with 2-ply soft supportive fabric, hardware-free pullover design, and raw cut construction to eliminate bulging.
• CrossOver Contour Bra Patent-pending wireless bra with built-in light foam cups for extra support and contoured shape, a stabilized cradle for support without underwire, and wider smoothing wings.

Quantifiable outcome

• Up to 60% off select shapewear during archive sales events
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• ZendeskcoreTechnology or IntegrationHoneylove uses Zendesk customer service technology to scale support operations while maintaining personalized service as the company expands its product selection. Zendesk CRM helps consolidate customer data, improve marketing targeting, and deliver personalized experiences that drive customer retention and revenue growth.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SKIMS: Kim Kardashian's shapewear and intimates brand. Most directly comparable competitor in DTC shapewear with overlapping product categories (bras, shapewear, bodysuits) and a similar premium comfort-first positioning. Reports indicate SKIMS revenue has scaled well past Honeylove, making it the dominant force in the category.
• Spanx: The original shapewear category creator. Spanx offers comparable shapewear, bras, leggings, and underwear through both DTC and retail channels. Directly competes with Honeylove's SuperPower Short, SuperPower Brief, and bodysuit lines; brand awareness far exceeds Honeylove's but its innovation pace has lagged the comfort-first shift.
• ThirdLove: DTC intimate apparel brand specializing in bras (including wireless and half-cup sizing). Comparable technology-led approach to fit and comfort, overlapping wireless bra product lines with Honeylove's CrossOver and CloudEmbrace families, and similar DTC subscription/loyalty programs.
• Savage X Fenty: Rihanna's intimates and loungewear brand. Comparable DTC-first intimates retailer with overlapping product mix (bras, underwear, shapewear-adjacent bodysuits) and a celebrity-led, body-inclusive brand positioning similar to Honeylove's comfort-first ethos. Strong social media-driven acquisition model mirrors Honeylove's Instagram-led strategy.
• Cuup: DTC intimates brand focused on bras and underwear with emphasis on inclusive sizing and minimalist design. Closely comparable to Honeylove in business model (DTC-first, premium pricing, technology-forward wireless bras) and target customer (women seeking modern, comfort-led intimate apparel).
• Knix: DTC intimates and activewear brand known for leakproof underwear and wireless bras. Comparable DTC-first model, similar premium pricing architecture, overlapping wireless bra and shapewear-adjacent product categories, and a comparable target demographic of women prioritizing comfort and function.
• Parade: DTC intimates brand focused on sustainable, inclusive underwear and bras. Comparable scale-stage DTC company with overlapping wireless bra and underwear products, similar Gen Z / millennial customer profile, and a comfort-and-sustainability value proposition that overlaps with Honeylove's comfort-first positioning.

Broad incumbents

• Maidenform: Established shapewear and intimates brand (now owned by Hanesbrands). Offers shapewear, bras, and underwear across department store and mass-retail channels. Comparable product categories but operates at broader scale with mass-market pricing rather than Honeylove's premium DTC model.
• Victoria's Secret: Category-defining intimates retailer with full bra, shapewear, underwear, and loungewear assortments. Overlaps substantially with Honeylove's product catalog and target customer but operates at vastly larger scale via retail stores, mass-market pricing, and broad brand portfolio.

Others

• Lululemon: Premium athletic apparel brand with a growing intimates and shapewear-adjacent offering (Like Nothing bra, Align line). Not a direct shapewear competitor but an adjacent premium-brand peer expanding into wireless support categories that overlap with Honeylove's CrossFlex Activity Bra territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/gethoneylove
• YouTubeyoutube.com/channel/UCVE8b1s_zmMUBIDbULsIqlg/videos
• Facebookfacebook.com/gethoneylove
• Instagraminstagram.com/honeylove
• Pinterestpinterest.com/gethoneylove

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors9 records

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

M&A

Investments

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

Frequently asked questions about Honeylove