Cuup

CUUP was founded in 2017 by Abby Morgan and Lauren Catterson with the goal of reimagining the intimates industry through modern design, transparent sizing, and simplified shopping experiences. The brand launched as a direct-to-consumer company focused on providing supportive bras that balanced functionality with minimalist aesthetics. (shopcuup.com) The company became known for its clean, understated designs featuring mesh fabrics, lightweight construction, and a limited palette of core silhouettes. Unlike many traditional lingerie brands, CUUP positioned itself around everyday comfort and natural shaping rather than push-up styling or overt embellishment. CUUP offers bras, underwear, bodysuits, swimwear, and intimates in an extended range of band and cup sizes. The brand has emphasized fit education and representation by featuring diverse body types, ages, and identities throughout its campaigns. (shopcuup.com) In 2021, CUUP was acquired by FullBeauty Brands, expanding its reach while maintaining its focus on modern intimates and inclusive fit. The brand continues to serve consumers seeking elevated essentials with a minimalist design approach.