Pepper bras

Pepper bras are a brand of bras designed for small-chested women.

Surveys show that 8 out of 10 women wear the wrong size bra.

Pepper raised a $2M seed round in 2020 to address bra sizing issues such as cup gaps and underwire length with their product.

And the DTC startup’s original Kickstarter campaign in 2017 was 460% funded by almost 1,000 backers. Today Pepper’s annual revenue run rate stands at $3M.

Another strong startup in the category is ThirdLove, which started as a “bra for every body”. But have since moved into retail, international, and athletic wear. And raised a $55M Series B to this end (which put its valuation at $750M).

What's next:
Pepper bras fall into the “custom fit fashion” meta trend.

25% of all Americans now frequently purchase DTC products, according to DiffusionPR. And the DTC eCommerce model allows brands to profitably cater to increasingly niche fashion needs.

For example:

Rihanna’s Fenty Beauty made $100M in sales within 40 days of its launch of 40 shades of makeup foundation designed for diversity and inclusion.

Gender neutral clothing brand TomboyX generates $500K per month for its underwear focused on fit and quality.

And Laws of Motion makes “the Alpha” dress. The DTC fashion brand claims to have used data science and measurements from 10,000 women’s bodies to engineer 99 different microsize options for the perfect fit.


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