CUUP
CUUP is a direct-to-consumer intimates brand offering bras, underwear, loungewear, and swimwear in a proprietary 67-size system, serving women seeking premium, fit-focused everyday essentials as part of the FullBeauty Brands portfolio.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What CUUP does
CUUP is an elevated direct-to-consumer intimates brand that designs and sells bras, underwear, loungewear, and swimwear through its own e-commerce storefront at shopcuup.com. Founded in 2017 and headquartered in New York, the company positions itself around fit innovation, offering 67 proprietary bra sizes derived from real body measurements across both band and cup dimensions. The brand is owned by FullBeauty Brands Operations LLC, a privately-held conglomerate that also operates Dia & Co, ELOQUII, Avenue, June and Vie, and Swimsuits For All under a shared multi-brand e-commerce platform. The parent entity is legally domiciled in Indianapolis, Indiana, where FullBeauty Brands' headquarters is located, and products ship to approximately 90 countries internationally.
The product line centers on seven signature bra silhouettes (The Scoop, The Plunge, The Balconette, The Full Coverage, The Demi T-Shirt Bra, The Wireless Plunge, and The Strapless) and six underwear silhouettes (Highwaists, Thongs, Tap, Bikinis, Briefs, and Boyshorts), offered across four main fabric collections: Cotton, Modal, Modal Silk Rib, and Mesh. Differentiated sub-collections include Lace Bras, Micro Bras, 40–50 Bands, Wireless, and Modal and Mesh edits. The category surface has expanded into loungewear and a Swim x éliou collaboration in sizes 10–32. Underlying technology is product-engineering rather than software: the proprietary 67-size system, premium fabric sourcing, and modest digital tooling (size guides, Affirm financing, email/SMS, CUUP Rewards loyalty) constitute the operational stack.
CUUP generates revenue primarily through one-time direct product sales (bras from approximately $68, underwear $20–$38) with bundle discounts (Build-a-Pack: 15% off 3+ items, 20% off 5+; 15% off 3+ bras) and Affirm financing (0–36% APR). A secondary recurring dimension exists via the CUUP Rewards loyalty program, which accrues points and offers member-exclusive discounts. Customer acquisition runs through multi-channel DTC marketing: Instagram, Facebook, Twitter, Pinterest, and TikTok; email and SMS signup incentives (20% off first order); and earned media coverage in Vogue, InStyle, and The Cut. Primary customer segments are women seeking premium, fit-focused everyday intimates, with explicit plus-size targeting (10–32) inherited from the FullBeauty Brands portfolio.
CUUP firmographics
Firmographics- Name
- CUUP
- Legal name
- FullBeauty Brands Operations, LLC
- Website
- https://shopcuup.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CUUP is a direct-to-consumer intimates brand offering bras, underwear, loungewear, and swimwear in a proprietary 67-size system, serving women seeking premium, fit-focused everyday essentials as part of the FullBeauty Brands portfolio.
- Ownership category
- akta.pro rank
CUUP industry classification
Industry- Product category
- Women's Intimates & Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)
Keywords
Where CUUP is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CUUP business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others
Revenue model
- Direct Product Sales: One-time product purchases of intimates, bras, underwear, and loungewear through e-commerce platform. Includes gift card sales.
- CUUP Rewards Program: Customer loyalty program with points earning on purchases, special offers, and exclusive access for members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Underwear products priced at $20-$38 per item |
| Unit Pricing | Pay-as-you-go | Bra products priced from $68 and up |
| Unit Pricing | Pay-as-you-go | Lounge and apparel products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
CUUP product offering
Product offeringCore offering
CUUP designs and sells elevated women's intimates—including bras, underwear, loungewear, and swimwear—through its direct-to-consumer e-commerce platform. The brand's portfolio offers 67 proprietary sizes across seven signature bra styles and six underwear silhouettes, manufactured in premium fabrics such as Modal, Mesh, Cotton, and Modal Silk Rib. CUUP operates as an own-brand online retailer and is owned by FullBeauty Brands Operations, LLC.
Product overview
CUUP is an elevated intimates brand offering a unified portfolio of bras, underwear, loungewear, and swimwear designed to celebrate natural shape with unrivaled comfort and unparalleled support. The core offering includes seven signature bra styles (The Scoop, The Plunge, The Balconette, The Full Coverage, The Demi T-Shirt Bra, The Wireless Plunge, and The Strapless) and six underwear silhouettes (Highwaists, Thongs, Tap, Bikinis, Briefs, and Boyshorts), all offered in 67 sizes. Products span four main fabric collections: Cotton, Modal, Modal Silk Rib, and Mesh. The brand also offers Lounge & Apparel and Swimwear (including the Swim x éliou collaboration). A loyalty program (CUUP Rewards) complements the core product ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- CUUP Bras: Modern, minimal bras designed to celebrate natural shape—delivering unrivaled comfort and unparalleled support in 67 sizes.
- CUUP Underwear
Products and services
- Bras A collection of women's bras offered in seven core silhouettes (The Scoop, The Plunge, The Balconette, The Full Coverage, The Demi T-Shirt Bra, The Wireless Plunge, and The Strapless) plus additional styles such as The Longline Balconette, The Racerback, The Wireless Balconette, Lace Bras, and Micro Bras. Available in 67 sizes using CUUP's proprietary band-and-cup measurement system, designed for everyday wear, low-cut outfits, full coverage, strapless wear, and wireless comfort.
- Underwear A range of women's underwear in six core silhouettes (Highwaists, Thongs, Tap, Bikinis, Briefs, and Boyshorts) plus Lace Underwear, Mesh Underwear, Modal Underwear, Modal Silk Rib Underwear, Cotton Underwear, and Micro Underwear. Available across multiple fabrics with bundle discounts through Build a Pack (15% off 3+, 20% off 5+).
- Lounge & Apparel
Quantifiable outcome
- Named Best Balconette Bra For Larger Breasts by The Cut
- +1 more outcomes
Companies that use CUUP
Customer profileSegments2 records
Ideal customer profiles1 record
CUUP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
CUUP partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FullBeauty BrandscoreCUUP is owned and operated by FullBeauty Brands Operations, LLC, a company that operates a portfolio of 6 intimates and apparel brands including Dia & Co, ELOQUII, Avenue, June and Vie, Swimsuits For All, and CUUP. Brands share a unified e-commerce platform with integrated checkout.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
CUUP competitors and assessment
Company assessmentEmerging players
- MeUndies: MeUndies is a DTC underwear and loungewear brand known for its subscription model and soft, modal-based basics. It competes with CUUP in modal underwear and loungewear with a digitally native, comfort-and-quality value proposition.
- Tommy John: Tommy John is a premium DTC apparel and underwear brand focused on comfort and fit innovation. It overlaps with CUUP's underwear and loungewear assortment at similar price points with the same digitally native, comfort-led positioning.
- True & Co: True & Co is an online intimates brand that pioneered a fit-quiz-driven bra recommendation experience. It overlaps with CUUP on the data-driven fit thesis but operates at a smaller scale and narrower assortment.
Direct peers
- ThirdLove: ThirdLove is a DTC intimates brand built around its proprietary half-cup sizing system, directly competing with CUUP on the fit-innovation thesis. Both target women frustrated with traditional bra sizing and emphasize extended size ranges, premium direct-to-consumer positioning, and technology-driven sizing.
- Adore Me: Adore Me is a DTC intimates and sleepwear brand known for its inclusive sizing (A–I cup, 30–46 band) and subscription-driven try-at-home model. It overlaps with CUUP in size-inclusivity positioning and direct-to-consumer bra/underwear assortment.
- Knix: Knix is a DTC intimates and activewear brand built on size inclusivity and a "leakproof" underwear product line. It competes with CUUP in extended-size intimates and shares the digitally native, community-driven marketing playbook.
- Lively: Lively is a DTC intimates brand founded by Michelle Cordeiro Grant emphasizing comfortable, modern bras and underwear. It targets a similar customer segment to CUUP — women seeking elevated everyday intimates — and competes in the same price band.
- Savage X Fenty: Savage X Fenty is a digitally native intimates brand with broad size inclusivity (band sizes up to 46 and cup sizes up to I) and a membership/loyalty-driven model. It competes head-on with CUUP for the same digitally engaged, size-inclusive premium intimates shopper.
Broad incumbents
- Victoria's Secret: Victoria's Secret is the largest legacy intimates retailer in the US. It is a broad incumbent with overlapping product categories (bras, underwear, loungewear, swim) but does not match CUUP's premium DTC positioning or size-inclusivity breadth.
- Aerie (American Eagle Outfitters): Aerie is the intimates and loungewear sub-brand of American Eagle Outfitters with a strong body-inclusivity positioning and broad bra/underwear assortment. It competes with CUUP for the size-inclusive millennial and Gen Z customer across DTC and physical retail.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
CUUP social profiles
Digital presenceCUUP compliance and trust
Trust signalCompliance1 record
CUUP financial estimates
Financial estimateRevenue estimate
Valuation estimate
CUUP leadership team
Management profileNumber of profiles
Profiles2 records
CUUP funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CUUP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CUUP
What does CUUP do?
CUUP designs and sells elevated women's intimates—including bras, underwear, loungewear, and swimwear—through its direct-to-consumer e-commerce platform. The brand's portfolio offers 67 proprietary sizes across seven signature bra styles and six underwear silhouettes, manufactured in premium fabrics such as Modal, Mesh, Cotton, and Modal Silk Rib. CUUP operates as an own-brand online retailer and is owned by FullBeauty Brands Operations, LLC.
Is CUUP a public or private company?
CUUP is a private company. It is classified as corporate owned and is currently operating.
When was CUUP founded?
CUUP was founded in 2017. It employs 11 to 50 people.
Where is CUUP based?
CUUP is headquartered in New York, United States, in the North America region.
How does CUUP make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are CUUP Rewards Program.
Who are CUUP's main competitors?
Emerging players on record are MeUndies, Tommy John and True & Co. Direct peers are ThirdLove, Adore Me, Knix, Lively and Savage X Fenty. Broad incumbents are Victoria's Secret and Aerie (American Eagle Outfitters).
Does CUUP have an API?
No public API is recorded for CUUP.
What industry is CUUP in?
CUUP's product category is Women's Intimates & Apparel. Its primary akta.pro industry code is CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies). Its NAICS code is 458110 and its SIC code is 5621.