Top Bra Brands: Comfort Meets Style

Finding the perfect bra can be a transformative experience, offering not just support but also boosting confidence. With a plethora of brands available in the market, it can be overwhelming to choose the right one that meets all your needs. From luxurious lace to comfortable everyday wear, the market offers options for every preference and body type. For a comprehensive guide to the best bra brands that combine style, comfort, and quality, see below.

Illustration of bras

Best brands of bras in 2025

Victoria's Secret

Victoria's Secret remains a leading producer of bras, despite recent sales declines, with the brand and its subsidiary Pink maintaining about 20% market share in intimates in North America. In the second quarter of 2024, the company reported a slight drop in net sales but saw an increase in adjusted gross margin to 35.4% and a return to net income of $32.1 million. Newer merchandise in bras and panties performed well, and the beauty business continued its solid performance with four straight quarters of growth. The company has also expanded its distribution through a branded Amazon Fashion storefront, featuring over 4,000 products. Victoria's Secret's supply chain upgrades have improved efficiency and quality, contributing to its ongoing recovery. For more insights, visit Victoria's Secret's official website.

ThirdLove

ThirdLove is a pioneering bra company known for its innovative approach to bra fitting and design, having revolutionized the $16B industry with its proprietary data-driven methods. The company has achieved remarkable growth, with a 347% year-over-year sales increase in 2017 and approximately 35% of its bra sales coming from half-cup sizes, a unique offering that sets it apart. ThirdLove's products, such as the 24/7(r) Classic T-Shirt Bra, are developed using real customer bodies and undergo extensive wear testing. The company has also seen a significant returning customer rate, up 62% year-over-year, and boasts a high retention rate of 70% for its Try Before You Buy promotion. With an estimated annual revenue of $44.9M and total funding of $68.6M, ThirdLove continues to innovate and improve its products based on customer feedback. For more details, visit ThirdLove's official website.

Wacoal

Wacoal is a renowned brand in the lingerie industry, celebrated for its high-quality, comfortable, and well-crafted bras. As of recent data, Wacoal's sales have shown strong performance, with the Wacoal brand achieving 125% year-over-year (YoY) growth, driven by popular products like the "Hugging Bra". The brand also excels in e-commerce, with Wacoal America's online sales revenue reaching $2,032,745 in October 2024, and a conversion rate of 2.50%. Founded in 1949 and headquartered in Kyoto, Japan, Wacoal has expanded globally, including its launch in America in 1985 and the acquisition of the Eveden Group in 2012. Wacoal's commitment to quality and comfort has made it a favorite among consumers seeking premium intimate apparel. For more details, visit their official website.

Natori

Natori is a renowned brand in the intimate lingerie market, known for its high-end women's fashion, including bras, lingerie, and sleepwear. Founded in 1977 by Josie Natori, the company has established a strong presence in 25 countries, with products available in prestigious department stores like Saks Fifth Avenue, Nordstrom, and Neiman Marcus. Following the COVID-19 pandemic, Natori experienced significant growth, with a 141% increase in customers, a 164% increase in orders, and a 163% increase in revenue from January-February 2020 to January-February 2022. The brand's ecommerce business expanded substantially, transitioning from 20% to a much larger portion of their overall business. Natori's products are characterized by an East-meets-West aesthetic, reflecting a feminine, strong, independent, and creative lifestyle.

Chantelle

Chantelle, a family-owned French lingerie brand founded in 1876, is renowned for its high-quality and meticulously crafted bras. The company has innovated significantly, introducing the first moulded seamless bra in 1972 and the Soft Stretch line, a one-size-fits-all seamless underwear. Chantelle's products are characterized by their exclusive lace and handmade details, reflecting the care of couture gowns. The brand has expanded globally, with a turnover of 370 million euros in 2019 and 4,500 employees across 10,000 selling points worldwide. Chantelle also emphasizes sustainability, offering the 100% recyclable and zero-waste Chantelle One bra since 2021. For more detailed insights into the global bra market, including Chantelle Lingerie's impact, visit the bra market report.

Calvin Klein

Calvin Klein is a prominent global fashion brand renowned for its high-quality and stylish bras, among other lingerie products. Established in 1968 in New York, the brand is known for its iconic underwear with a minimalist and sensual aesthetic. Calvin Klein is a key player in the global bra market, which is expected to grow at a CAGR of 7.6% from 2024 to 2030, reaching a market size of USD 82.79 billion by 2030.

Aerie

Aerie has established itself as a leading brand in the intimate apparel industry, particularly in bra sales, by focusing on body positivity, comfort, and inclusivity. As of 2021, Aerie is the second-largest bra seller, just behind Victoria's Secret and ahead of ThirdLove, with 25 consecutive quarters of double-digit growth and a 4% share in the U.S. women's intimate apparel market. The brand's #AerieREAL movement, launched in 2014, features unretouched models and celebrates real beauty, contributing to its significant market traction. Aerie's innovative bra designs, such as the Real Happy(tm), Real Sunnie(tm), and Real Power(tm) collections, have enhanced the shopping experience with features like 360-degree stretch and softer fabrics. The brand's online sales surged by 75% during the COVID-19 pandemic, further solidifying its market position. For more details, visit the Aerie website.

La Perla

La Perla is a renowned luxury fashion house and a leading designer, manufacturer, and retailer of high-end lingerie, nightwear, and swimwear, founded in 1954 in Bologna, Italy. The brand is celebrated for its heritage and craftsmanship, employing over 1,100 people worldwide and operating 70 global points of sale as of 2019. La Perla has expanded its product line to include ready-to-wear, sleepwear, and beachwear, catering to a broader audience while maintaining its luxury appeal. The digital market for lingerie has seen significant growth, with La Perla adapting by increasing its online presence, where it now ships to over 40 countries. Despite the overall lingerie market's slow growth of 1.9% from 2011 to 2016, La Perla's digital sales have risen, reflecting the brand's strategic evolution.

Lively

LIVELY is a renowned brand in the lingerie market, known for its comfortable, sexy, and affordable bras. Founded in 2015, LIVELY has successfully integrated an omnichannel approach, with approximately 30% of its in-store revenue coming from customers who book fitting sessions online, resulting in a 60-80% higher average order value. The brand's proprietary "fit sesh" experience and synced online and in-store systems have enhanced customer satisfaction and retention. Despite some quality and sizing issues reported by users, LIVELY remains popular, with 48% of reviewers recommending the brand to friends. Acquired by Wacoal in July 2019, LIVELY continues to grow in the direct-to-consumer lingerie market. For more insights, read LIVELY reviews.

Soma

Soma is renowned as one of the top producers of bras, offering exceptional comfort and support. The Soma Enbliss Wireless Bra, for instance, is highly praised for its cloud-soft support and wireless design, available in cup sizes A through G. With a strong online presence, Soma generated $21,888,755 in online sales revenue in October 2024, boasting a conversion rate of 4.50-5.00% and an average order value of $125-$150. The brand's commitment to customer needs is evident in its Bodify smart bra, developed after surveying 1,500 women over three years. Soma's innovative approach and customer-centric design have established it as a leader in the lingerie industry.