What True&Co does

True & Co is a US-based direct-to-consumer women's intimate apparel brand founded in 2012 and headquartered in San Francisco. The company designs and sells bras, bralettes, and underwear organized around a proprietary True Body microfiber fabric platform, with sub-brands targeting distinct consumer needs: True Body Originals (everyday comfort), Boost (shape enhancement via removable pads), Lift (wirefree lift of up to one inch via a signature channel construction), and Soft Form (seamless second-skin knit). Individual products span triangle, scoop, V-neck, lace, bandeau, and convertible-strap silhouettes priced between $11 (modal ribbed bikini underwear) and $49 (lace triangle wirefree bra), with most core bras listed at $46.

The brand is legally operated by BR Intimates LLC, the parent entity that also runs Warner's and Olga intimate apparel, providing shared services and back-office infrastructure. Distribution spans an owned e-commerce site (trueandco.com), a recently launched Amazon storefront, and core retail partnerships with Nordstrom and Kohl's. A Style Finder interactive quiz guides consumers to their preferred fit and silhouette, while marketing leans on user-generated content campaigns (#TogetherWeAreTrue, #YesToTrue&Co) and influencer partnerships.

True & Co monetizes through one-time direct product sales across DTC and retail channels, with no subscription pricing or recurring revenue model in evidence. The reported customer base is described as 'millions of women,' the team size is 11-50 employees, and total disclosed venture funding totals approximately $6M (raised in 2012-2013), with later-stage growth now funded through the parent company rather than additional venture capital.

Name

True&Co

Legal name

BR Intimates LLC

Website

https://trueandco.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

True & Co is a US direct-to-consumer women's intimate apparel brand selling bras, bralettes, and underwear built on proprietary True Body microfiber across DTC, Amazon, Nordstrom, and Kohl's channels.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Bras & Bralettes (CRAAAIAA)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Panties & Briefs (CRAAAIAB)

Keywords

• Women's intimate apparel
• Wireless bras
• Microfiber underwear
• DTC apparel ecommerce
• Bra fit quiz

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of bras and underwear products through e-commerce website, retail partners (Nordstrom, Kohl's), and Amazon marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

True&Co designs and sells women's bras and underwear, organized around the proprietary True Body microfiber fabric. The product portfolio spans four functional sub-collections — True Body (Originals), True Body Boost (shape-enhancing pads), True Body Lift (wirefree channel), and Soft Form (seamless knit) — covering everyday, lift, smoothing, and seamless fit needs at price points from $11 to $49.

Product overview

True & Co is an intimate apparel company offering a unified portfolio of bras and underwear centered on the True Body sub-brand family. The core True Body collection uses proprietary microfiber fabric for smooth, comfortable everyday wear. The product line is organized into four functional sub-brands: True Body (core microfiber styles), True Body Boost (shape-enhancing padded bras), True Body Lift (wirefree lift technology up to one inch), and Soft Form (seamless knit second-skin fit). Individual products span triangle, scoop neck, V-neck, lace, and bandeau bra styles, plus bralettes and underwear (hipster, bikini, thong). The brand also offers a Style Finder interactive quiz to guide customers to their ideal fit. Distribution includes direct-to-consumer through trueandco.com, Amazon, and retail partnerships with Nordstrom and Kohl's.

Differentiator

Problem solved

Functional benefit

Brands

• True Body: Core styles crafted from smooth microfiber - the foundational collection featuring their signature buttery-soft fabric
• True Body Boost
• True Body Lift
• Soft Form

Products and services

• True Body Triangle Convertible Strap Bra

Quantifiable outcome

• Lift up to one inch without wires

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered growing and core.

• AmazongrowingChannel Partner/ Reseller/ DistributorAmazon serves as a marketplace distribution partner for True & Co products. The company recently launched its Amazon storefront, with the website noting 'A new way to buy True & Co is on the way. Shop our collection on Amazon today.' This represents an expansion of distribution beyond owned e-commerce and traditional retail.
• NordstromcoreChannel Partner/ Reseller/ DistributorNordstrom is a key retail distribution partner for True & Co, with dedicated brand presence in stores and online. The partnership provides access to Nordstrom's customer base and premium retail positioning.
• Kohl'scoreChannel Partner/ Reseller/ DistributorKohl's is a retail distribution partner for True & Co, featuring dedicated brand catalog pages both in-store and online at kohls.com.
• BR Intimates LLC (Parent Company)coreOthersBR Intimates LLC is the parent company and operator of True & Co, Warner's, and Olga intimate apparel brands. The company provides shared services, technology infrastructure, and operates the website and business operations. Located in New York State.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Negative Underwear: Minimalist intimates and underwear brand focused on comfortable, wirefree everyday basics, with a closely overlapping aesthetic and customer to True & Co's True Body collection.
• ThirdLove: Direct-to-consumer intimates brand built around a fit quiz and half-cup sizing, selling bras and underwear at similar price points to True & Co's True Body line and targeting the same comfort-seeking woman.
• Cuup: Premium DTC intimates brand offering wirefree bras and underwear with a minimalist aesthetic and proprietary fabric, directly competing for the same modern, comfort-first consumer as True & Co.
• Parade: Direct-to-consumer intimates and underwear brand targeting Gen Z and millennial women with comfort-led basics, multi-pack pricing, and a similar digital-first go-to-market motion.
• Adore Me: DTC intimates brand (now owned by Victoria's Secret & Co.) selling bras and underwear through its own site and marketplaces, overlapping with True & Co on channel strategy and core product categories.
• Knix: Direct-to-consumer intimates and activewear brand (parent of Knix and Seamless) offering wirefree bras, bralettes, and underwear with a comfort-first value proposition that mirrors True & Co's positioning.

Broad incumbents

• Aerie (American Eagle Outfitters): Sub-brand of American Eagle Outfitters selling bras, underwear, and loungewear with a strong comfort and body-inclusivity positioning, directly overlapping with True & Co's comfort-first shopper and size range.
• Savage X Fenty: Larger digitally native intimates brand selling bras, underwear, and loungewear through its own site and Amazon, with a broader category mix but overlapping wirefree and everyday-comfort offerings.
• Victoria's Secret: Category-defining intimates incumbent with massive retail footprint and full assortments of bras and underwear; competes with True & Co across price tiers and increasingly in the wirefree/comfort segment.

Others

• Warner's: Sibling intimate apparel brand also operated by BR Intimates LLC (True & Co's parent); shares sourcing, infrastructure, and a comfort-oriented customer base, making it the closest corporate cousin for benchmarking.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks3 records

Key highlights7 records

Customer concentration

• Xx.com/trueandcompany
• Facebookfacebook.com/trueandco
• LinkedInlinkedin.com/company/true-and-co-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors11 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 True&Co