Lingerie Brands to Shop Instead of Victoria’s Secret

*Updated Sept. 2025

I’ve been a Victoria’s Secret shopper for as long as I can remember. Back when I first needed to start shopping for bras it was my go-to spot. There’s a VS in every mall and it just seemed like that was “the place to go”. I also was a frequent Victoria’s Secret shopper because the bras were really pretty and I had trouble finding my size at other department stores. Plus, I was always getting those rewards in the mail for free underwear with purchase…haha. I don’t think I ever bought a pair of underwear – I just stocked up on those free panties!

I also grew up in a time before online shopping and Instagram were really a thing so my access to other lingerie brands was at a minimum. (Side note – can you remember a time before online shopping?? ) But since becoming a blogger, I’ve gotten to work with a lot of other lingerie brands and been exposed (no pun intended) to even more brands through Instagram marketing. With all of these choices it’s a lot easier to finally walk away from Victoria’s Secret!

Why I’ve Stopped Shopping at Victoria’s Secret

As I mentioned above, it’s a lot easier to find other options due to social media and the ease of online shopping. However, there’s other reasons why I’ve decided to consciously stop shopping at VS.

Victoria’s Secret has a history of catering only to a certain body type and not caring about diversity or inclusion. When I first wrote this article there were instances of harassment by the Creative Director and CEO (two old, white men, btw) towards employees and models. Since then, both have stepped down, which is an improvement.

Since then, Victoria’s Secret has been trying to change its image. I do think there’s been some steps towards more diversity and inclusion but there’s still a long way to go. And with access to so many size-inclusive, women-run lingerie brands, there’s really no reason to shop at Victoria’s Secret anymore.

Lingerie Brands to Shop Instead of Victoria’s Secret

ThirdLove

ThirdLove was launched in 2013 by Heidi Zaks and her husband, David Spector – both of whom come from big tech backgrounds. Zaks then teamed up with female bra designer Ra’el Cohen to create innovative designs based on breast size and shape. What’s really amazing is that ThirdLove offers over 80 bra sizes from a 30 to 48 band and AA to I cup size – including half sizes! You’ll also see models of different sizes and shapes modeling the underwear. Overall, the brand feels a lot more inclusive than other lingerie brands.

I reached out to them last year and they gifted me their popular 24/7 Classic T-Shirt Bra to try out. After breastfeeding, my boobs ended up being two different sizes (so annoying!) so I was looking for a bra that would fit my asymmetrical chest. I’m happy to report that the 24/7 bra fit perfectly!

I also really love Thirdlove’s Sports Bras. I have several of their Kinetic Adjustable Sports Bras, and they offer a lot of support. I feel very secure in them. Next, I’ll be trying out the Thermoregulating TempSync™ Sports Bra so I’ll update this post when I get it.

EBY

*Product provided for consideration. All opinions are my own!

EBY (which stands for Empowered By You) was founded by Renata Black and Sofia Vergara in 2017. Their goal was to create a lingerie brand that empowers women in their sexuality while also bringing comfort and luxury to all shapes and sizes. EBY is also socially conscious, with each purchase going helping women transition out of poverty by start businesses through microfinancing.

EBY offers supportive, tech-forward bras in sizes from 32A to 44DDD. They’ve removed the traditional underwire and used alternative technology to make bras that are supportive and comfortable. I tried out their popular Pain Free T-Shirt Bra and Relief Bra and both are very comfortable!

The Pain Free T-Shirt Bra features 3D-printed nylon thread in silicone that replaces the traditional underwire. The bra’s wings are embedded with a 3-dimensional support layer to help eliminate side bulge. This was my favorite out of the two because the cups have a plunge while still providing enough coverage to where I don’t feel like my girls are falling out. I also find the “underwire” provides a good amount of support while also being really flexible. I also found the traditional bra sizing to be a better fit for me than the XS/S/M/L sizing of their other bras.

The Relief Bra is similar to the T-Shirt Bra but a little more unstructured. The wireless “underwire” is softer than the one on the T-Shirt Bra. It also features softer cups with removable padding. But it has the same supportive wings as the T-Shirt Bra. Sizing is also a bit different. I picked up the T-Shirt Bra in 32DD and the Relief Bra in SDD (which is the size equivalent of 32DD). I felt that the Relief Bra was a little loose right below my underarms. That could just mean that I could size down to size SM.

Overall, I really love the EBY bras for comfort and coverage. The price point is also great – especially when they have sales. I also tried out their matching briefs and they might be my new favorite!

 Else Lingerie

I just recently discovered Else Lingerie through Instagram and I’m OBSESSED. The designs are absolutely stunning! Else was launched in 2008 by Ela Onur who grew up in the lingerie accessories business in Turkey and wanted to create a feminine lingerie line. They don’t offer a huge range of sizes (they go from 30C to 38EE ) but I love what this company represents, which is lingerie “made by women, for women”.

Else Lingerie believes in transparency, sustainability, and ethical production. Their designs are handmade in Turkish ateliers and Else is committed to educating women in their community in the art of lingerie making, giving them skills to earn their own living. They also care about using waste-reduction and using sustainable materials. For example, they use sustainable lace from regenerated yarn using solar energy.

Else has a flagship store in Santa Monica, CA and I was able to stop by and try on their pieces in person! I love the intimate experience of shopping a small, independent brand. I tried on four different bra styles and they all fit great. Their bras are sheer and lacy so if you need some padding, this is not the brand for you. I usually wear a lightly padded bra but I actually didn’t mind the sheer designs. Honestly, I really want all the bras from this brand!

CUUP

CUUP makes unlined bras in high-performance fabrics to accentuate the female form. They have 67 sizes (and counting) in various neutral and bold shades.

I shop at CUUP for a lot of my everyday bras because their Balconette Bra style works REALLY WELL for my asymmetrical chest. I also love the color selections that they have. So far I have 3 of their bras! CUUP does carry other bra styles and underwear but I haven’t gotten a chance to try them yet. FYI – I found that I had to size down a band size in the CUUP Balconette Bra because the band stretches out a lot. It starts out super tight but loosens up after a few wears. I originally bought my regular size 32 DD but had to switch to a 30 DDD in the CUUP bras.

CUUP was recently acquired by FullBeauty Brands, so its website is a bit different now. But it looks like it is still selling the same styles, just with an expanded size range!

True & Co

I was first introduced to True & Co. a couple of years ago when they contacted me and sent me a few styles to try out. And let me tell you, their underwear is so comfortable! This is a brand you will want to check out if you are looking for great loungewear bras and basics.

True & Co was started in 2012 by Michelle Lam who was frustrated by trying to find a great fitting bra. True & Co was one of the first to offer an online Fit Quiz (which a lot of companies have imitated) to help women find the perfect fit. They also offer a wide range of sizes from XS to 3X or 30C to 46B. True & Co. has since been acquired by PVH so styles have changed but they still look like great comfortable basics. You can’t shop directly from True & Co. but their styles are sold at Nordstrom and on Amazon.

True & Co. bras are also available at Target for under $25! These aren’t exactly the same as the True & Co. bras sold at Nordstrom and Amazon, but if you are looking for a more affordable bra, you might want to pick one up the next time you are at Target.

 Of course, there are MANY MORE lingerie brands but these are just a few that I have experience with and are interested in aesthetically. Let me know in the comments if you have a favorite lingerie brand I should check out!

Also, make sure to check out my Ethical and Sustainable Underwear Review Post if you are looking to upgrade your underwear drawer as well!