What Liberare (Formerly Intimately) does

Liberare (formerly Intimately) is an adaptive intimate apparel e-tailer headquartered in Newport, Rhode Island, operating direct-to-consumer at liberare.co. The company designs and sells easy-on bras and leakproof underwear engineered for women with disabilities, chronic pain, arthritis, post-surgery recovery, limited hand dexterity, and age-related mobility loss. Its core technological differentiator is the HeroHold™ magnetic front-closure system — a patent-pending magnetic guide with a 3-way interlocking latch capable of holding 90 pounds of force, encased in soft microfiber, OEKO-TEX Class II / REACH / RoHS compliant, and co-developed with occupational and physical therapists using input from 100+ fit testers and 500+ women across 4+ years of development. The product portfolio covers wireless front-closure bras from XXS to 4XL (cups A–G+), a Velcro-based magnet-free Wrap Bralette, a leakproof five-layer PFAS-Free Mid-Rise Brief, and a side-opening Everyday Bikini with magnetic closure, sold individually and through multi-item bundles.

Liberare operates a pure-DTC commerce model with one-time unit pricing across its assortment (bras $36–$68, underwear $22, bundles ~20% off) and reaches European consumers through a distribution partnership with ETAM covering France, Belgium, Switzerland, Germany, Czech Republic, Spain, Poland, and the UK. US buyers can pay via HSA/FSA through a Flex integration that issues a Letter of Medical Necessity within 24 hours, materially reducing effective out-of-pocket cost for medical-necessity purchases. Customer acquisition is overwhelmingly organic: Instagram, TikTok, Facebook, Pinterest, email/Klaviyo, an in-site Bra Finder Quiz, and earned media in Good Morning America, Vogue, and Good Housekeeping. The company is led by founder and CEO Emma Butler, was originally launched as Intimately in February 2022 with co-led seed funding from Venrex and the British Fashion Council, was renamed Liberare in 2024, and is reported as an all-female team of 1–10 employees serving 10,000+ women to date.

Name

Liberare (Formerly Intimately)

Legal name

Liberare

Website

https://liberare.co

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Liberare is a DTC e-tailer of adaptive front-closure bras and leakproof underwear, designed for women with disabilities, chronic pain, arthritis, post-surgery recovery, limited dexterity, and age-related mobility loss, using its patent-pending HeroHold™ magnetic closure technology.

Ownership category

akta.pro rank

Product category

Adaptive Lingerie

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industry

Personal Styling for Seniors & Adaptive Needs (HSACAJAK)

Keywords

• Adaptive intimate apparel
• Front-closure bras
• Leakproof underwear
• Magnetic closure technology
• Adaptive lingerie

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Liberare sells adaptive bras and underwear directly to consumers through its e-commerce website (liberare.co). Revenue is generated through one-time product purchases of individual items and bundles. No subscription model is currently offered. Products include adaptive front-closure bras (magnetic and non-magnetic), leakproof underwear, and gift cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Liberare designs, manufactures, and sells adaptive intimate apparel — primarily front-closure bras and leakproof underwear — featuring its proprietary HeroHold™ patent-pending magnetic closure system. The products are designed for women with disabilities, chronic pain, arthritis, limited hand dexterity, post-surgery recovery needs, and age-related mobility limitations. The brand sells directly to individual consumers through its own e-commerce website (liberare.co) and via the ETAM online store in Europe.

Product overview

Liberare (formerly Intimately) is an adaptive intimate apparel brand offering a portfolio of easy-on bras and underwear designed specifically for women with disabilities, chronic pain, post-surgery recovery, arthritis, rotator cuff injuries, limited hand dexterity, and reduced shoulder mobility. The core product line centers on HeroHold™ magnetic front-closure technology—a proprietary system combining a magnetic guide with a 3-way interlocking latch that enables one-handed dressing without pinching. The portfolio includes four primary wireless bra styles (Everyday Easy-On Bra, Comfort Sculpt Seamless, Smooth-On T-Shirt Bra, and Liberare Bra in Black), three specialty bras (Convertible Plunge Bralette, Wrap Bralette), two underwear products (Leakproof Mid-Rise Brief, Everyday Bikini with magnetic side-opening), plus various bundle offerings and gift cards. All products are HSA/FSA eligible through Flex integration. The company operates an all-female team and is headquartered in Newport, Rhode Island.

Differentiator

Problem solved

Functional benefit

Products and services

• Everyday Easy-On Bra Award-winning wireless front-closure bra with HeroHold™ magnetic closure and 3-way interlocking latch. Built for women with arthritis, chronic pain, post-surgery recovery, and shoulder mobility issues.
• Comfort Sculpt Seamless Bra Buttery-soft seamless wireless bra with HeroHold™ front-closure and knit rib technology panels for shape, lift, and sculpting without wires.
• Smooth-On T-Shirt Bra Wireless T-shirt bra with lightly lined foam cups, seamless smoothing wings, and HeroHold™ front-closure. Available up to 4XL.
• Liberare Bra in Black Wireless front-closure bra with molded cups, lace racerback, smoothing sides, and patent-pending interlocking fasteners.
• Convertible Plunge Bralette Front-close plunge bralette with magnetic closure, optional racerback, front strap adjusters, and assistive dressing loops. Holds up to C cup.
• Wrap Bralette Easy-on cotton bralette with Velcro front closure, adjustable band, and magnet-free adaptive fastener.
• Leakproof Mid-Rise Brief Adaptive leakproof underwear with 5-layer PFAS-Free gusset holding 4 tablespoons of fluid, with discreet pull-up loops for easy-on dressing.
• Everyday Bikini (Side-Opening Underwear with Magnets) Side-opening adaptive underwear with magnetic glide closure and assistive dressing loops, designed to be put on while seated.
• Liberare Gift Card Digital gift card available in $25, $50, and $100 denominations for use at liberare.co.
• Best-Selling Bundle (Save 20%) Bundle combining the Comfort Sculpt Seamless Bra and Everyday Easy-On Bra at a 20% discount.
• Best-Selling Comfort Set Bundle Bundle of the Comfort Sculpt Seamless Bra and Everyday Easy-On Bra at a bundled discount.
• Morning Essentials Bundle Bundle pairing the Everyday Easy-On Bra in Black with the Leakproof Mid-Rise Brief in Black.
• Ultimate Comfort Bundle Comprehensive bundle pairing the Everyday Easy-On Bra in White with the Leakproof Mid-Rise Brief in Sand.

Quantifiable outcome

• 100+ fit testers participated in product development
• +5 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Two partnerships are on record, tiered secondary and core.

• ETAMsecondaryChannel Partner/ Reseller/ Distributor · 1 August 2023As of August 2023, Liberare partnered with ETAM to distribute select products through ETAM's online store across France, Belgium, Switzerland, Germany, Czech Republic, Spain, Poland, and the UK. Items purchased through ETAM are subject to ETAM's store policies.
• FlexcoreTechnology or IntegrationLiberare partnered with Flex to enable customers to pay using HSA (Health Savings Account) and FSA (Flexible Spending Account) funds at checkout. Flex provides a Letter of Medical Necessity and itemized receipt within 24 hours of purchase for reimbursement purposes. This partnership reduces the cost barrier for health-motivated customers, potentially saving 30-40% depending on tax bracket.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Knix: Canadian DTC intimates brand best known for leakproof underwear and adaptive, inclusive sizing. Most comparable peer: targets women with body-life-stage needs (postpartum, menopause, incontinence) via DTC and is expanding into bras — directly overlapping with Liberare's leakproof brief and adaptive bra portfolio.
• AnaOno: Specialist intimates brand for women who have had breast surgery, including mastectomy, lumpectomy, and reconstruction. Highly comparable: serves the post-surgery and disability-adjacent niches Liberare targets, with front-closure and pocketed bras sold DTC.
• ThirdLove: DTC intimates brand with strong size-inclusivity (half-cup sizing) and wireless/fits-focused positioning. Competes with Liberare for the comfort-and-fit-oriented bra customer and could credibly enter the adaptive subsegment given its size range and tech investment.
• Cuup: Premium DTC intimates brand emphasizing minimalist design and inclusive sizing. Comparable as a digitally-native, design-led intimates competitor serving the same online, comfort-oriented shopper Liberare targets.
• True & Co: DTC intimates brand known for fit-quiz-driven shopping and wireless comfort bras. Directly comparable on DTC bra-discovery UX (Liberare's Bra Finder Quiz) and wireless, comfort-first product positioning.
• Care+Wear: Adaptive apparel company specializing in medical and accessibility-friendly clothing, including post-surgical and patient apparel. Highly comparable niche adaptive positioning to Liberare's disability-and-mobility-focused intimates.
• Silvert's: Adaptive apparel retailer serving seniors and people with disabilities, with easy-on clothing and undergarments. Comparable overlap in the adaptive easy-on dressing niche that Liberare serves via HeroHold™.

Broad incumbents

• Aerie (American Eagle Outfitters): Mass-market intimates brand with an established size-inclusive, body-positive positioning and growing adaptive offerings. Comparable as a broad incumbent that could expand adaptive intimates at scale, posing a competitive threat to Liberare.
• Adore Me: Digitally-led intimates brand (now part of Victoria's Secret & Co.) with broad wireless and comfort lines. Comparable as a scaled DTC-to-retail intimates player whose wireless assortment overlaps with Liberare's comfort bra SKUs.
• Tommy Adaptive (Tommy Hilfiger / PVH): Adaptive clothing line from Tommy Hilfiger offering modified closures and easy-on apparel for adults and children with disabilities. Comparable as a broad incumbent proving adaptive apparel is a credible, scaling category — and a competitive threat to Liberare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/people/Liberareco/100090571342092
• Instagraminstagram.com/liberare.co
• TikToktiktok.com/@liberare.co
• Pinterestpinterest.com/Liberareco

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors3 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 Liberare (Formerly Intimately)