NOOD New York

What NOOD New York does

NOOD New York (NOOD, Inc.) is a privately-held, direct-to-consumer e-commerce brand founded in 2015 by CEO Astrid Montalta and headquartered in New York with a 5-person team. The company designs and sells "solutionwear" - adhesive bra alternatives including the patented Game Changer Lift & Shape Bra, multiple adhesive bra SKUs (Shape Up, Light & Airy, Lightly Padded, Push Up Luxe), reusable nipple covers (No-Show Round, No-Show Extra Lift, No-Show Grippies), breast tape (Shape Tape, The Weekender), and volume enhancers (Double Up Push Up Pads), plus a comprehensive kit/bundle portfolio. The target customer is women across all bust sizes (A-K cup, including DDD+), with use cases spanning backless/strapless outfits, bridal wear, post-surgery, and everyday bra-free comfort.

The company's core technology is built on three proprietary layers: SkinFinish matte silicone (ultra-thin, hypoallergenic, ergonomically shaped medical-grade silicone with SkinMimic precision thin edges), a sweatproof and waterproof heat-activated adhesive technology originally developed for athletes (bonds after 20-30 minutes, allows perspiration evaporation), and sustainable hemp fabric (5x less water than cotton, naturally antimicrobial). The patented Game Changer design uniquely uses a side-boob scoop architecture to deliver lift and support for cup sizes up to K - a market capability the company claims is unmatched. Products are manufactured in Korea using medical-grade, PFAs-free adhesives.

The business model is one-time purchase DTC with tiered bundle pricing (multi-pack discounts of 20-30%), price points ranging from $19.50 (Boob Savior remover) to $127.00 (Confidence Kit), with free US shipping over $75 and 90-day returns. Distribution is led by lovenood.com supplemented by premium retail partners - Nordstrom, Revolve, Shopbop, Bloomingdales UAE, and Club L London - plus regional e-commerce in India (LoveNood.in). Customer acquisition relies on Instagram (@welovenood, #noodist community), influencer and affiliate programs, content marketing via the Boobology blog, email, and earned media in NYT, Teen Vogue, and ELLE. The company has a sustainability positioning anchored by Plastic Negative certification through RePurpose and FSC paper packaging. Cumulative reported unit sales exceed 2M Game Changer, 1M Shape Tape, and 400K Essential Nip Kit globally.

Name

NOOD New York

Legal name

NOOD, Inc.

Website

https://lovenood.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

NOOD New York is a direct-to-consumer e-commerce brand selling patented adhesive bras, reusable nipple covers, and breast tape for women across all bust sizes (A-K cup). The company operates through lovenood.com plus premium retail partners Nordstrom, Revolve, and Shopbop, with international presence in the UK, UAE, and India.

Ownership category

akta.pro rank

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Disposable Protective Apparel (Coveralls, Gowns, Shoe Covers) (CRAAALAM)

akta.pro secondary industry

Wearable-Integrated & Smart Performance Apparel (CRAAAEAL)

Keywords

• Adhesive bras
• Breast tape
• Nipple covers
• Strapless bra alternatives
• Sustainable intimate apparel

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchase model for solutionwear products including adhesive bras, nipple covers, breast tape, and styling kits. Products are sold directly through the company's e-commerce platform with tiered pricing and bundle discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

NOOD New York is a direct-to-consumer intimate apparel and solutionwear brand that designs, manufactures, and sells self-adhesive bras, nipple covers, breast and body tape, push-up pads, and complementary skin-prep and adhesive-removal products. The brand's core offer centers on patented adhesive bra designs and medical-grade silicone alternatives to traditional bras, available in size ranges A through K/DDD+ and produced with sustainable hemp fabric and Korean-made sweatproof adhesive technology.

Product overview

NOOD New York is a sustainable solutionwear company offering a comprehensive portfolio of bra alternatives designed for all bust sizes (A-K cup/DDD+). The product lineup centers on adhesive nipple covers (No-Show, No-Show Extra Lift), adhesive bras (Game Changer Lift & Shape Bra, Shape Up, Light & Airy, Lightly Padded, Push Up Luxe), and breast/body tape (Shape Tape, The Weekender). Supporting products include volume enhancers (Double Up Push Up Pads), skin prep and removal solutions (Boob Savior, Skin Prep, Freshen Up), and curated styling kits (Pro Stylist Kit, Starter Kit, Essential Nip Kit, Wedding Essentials Kit, and various occasion-specific kits). The products are primarily made from sustainable hemp fabric or medical-grade silicone, manufactured in Korea, and are cruelty-free. NOOD also offers merchandise including the Luxe Everything Bag. The company positions itself as a female-led, inclusive brand committed to sustainability, with Plastic Negative certification.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Reusable 50-100x with proper care
• +3 more outcomes

Named customers7 records

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and regional.

• NordstromcoreChannel Partner/ Reseller/ DistributorPremium US department store chain distributing NOOD solutionwear products. NOOD products available at Nordstrom retail locations and online.
• RevolvecoreChannel Partner/ Reseller/ DistributorOnline fashion retailer partnership for NOOD products in the US market.
• ShopbopcoreChannel Partner/ Reseller/ DistributorAmazon-owned online fashion retailer distributing NOOD products internationally.
• Bloomingdales UAEregionalChannel Partner/ Reseller/ DistributorRegional retail partnership for UAE/Middle East market at Bloomingdales.ae
• Club L LondonregionalChannel Partner/ Reseller/ DistributorUK regional retail partnership with Club LLondon.com for local NOOD product sales.
• LoveNood.inregionalChannel Partner/ Reseller/ DistributorIndia regional e-commerce partnership for local NOOD product sales and distribution.
• RePurposecoreStrategic or Co-development PartnerEnvironmental partnership where NOOD works with RePurpose to eliminate twice the amount of plastic they use from the environment, supporting their Plastic Negative certification.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hollywood Fashion Secrets: Specialist in fashion tape, body tape, and adhesive undergarment solutions widely used by stylists and celebrities. Directly comparable in breast tape category where NOOD's Shape Tape competes.
• NuBra: Pioneer brand in adhesive bras with patented strapless designs serving similar backless/strapless use cases. Comparable product technology and direct overlap with NOOD's core Game Changer value proposition.
• Fashion Forms: Long-standing specialist in adhesive bras, breast forms, and bra alternatives sold through department stores and online. Most directly comparable to NOOD in product format, target customer, and retail distribution model.

Broad incumbents

• ThirdLove: Established DTC intimates brand known for half-cup sizing and inclusive fit philosophy. Competes for the same inclusive-sizing consumer that NOOD targets, particularly in the larger-bust segment.
• Cuup: Direct-to-consumer intimates brand offering bras and undergarments with strong design and inclusive fit positioning. Comparable DTC intimates player with similar modern, minimalist aesthetic.
• Savage X Fenty: Rihanna-founded intimates and loungewear brand with broad assortment including bralettes and shaping. Comparable customer demographic and DTC-plus-retail distribution strategy at much larger scale.
• Honeylove: Shapewear and intimates brand offering bras, bodysuits, and shaping solutions. Comparable on solutionwear-adjacent functionality and DTC-led premium positioning.
• Skims: Large, celebrity-founded intimates and shapewear brand offering bras, bodysuits, and solutionwear-adjacent products with massive marketing reach. Adjacent competitor with overlapping customer base and substantially greater capital.
• Knix: Intimates and activewear brand with strong sustainability positioning and inclusive sizing. Closely comparable to NOOD's sustainability-first, female-led brand narrative and intimates product mix.

Emerging players

• True & Co: DTC intimates brand with a fit-quiz-driven approach and inclusive size range. Comparable on inclusive sizing strategy and digitally native customer experience targeting similar demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/welovenood
• LinkedInlinkedin.com/company/welovenood

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 NOOD New York