Cuup

Founded in New York City in 2017, CUUP was created to simplify lingerie by combining minimalist design with technical bra engineering. Co-founders Abby Morgan and Lauren Catterson sought to modernize the bra-shopping experience through direct-to-consumer retail, virtual fittings, and a carefully curated assortment of essentials designed around real bodies rather than traditional fashion trends. (shopcuup.com) CUUP quickly became known for unlined bras featuring lightweight mesh, balconette and plunge silhouettes, smooth microfiber fabrics, and neutral color palettes. The brand emphasizes support through innovative construction rather than heavy padding, creating clean, modern intimates that prioritize comfort and natural shape. The company offers bras in an extensive range of band and cup sizes, alongside underwear, bodysuits, swimwear, and loungewear. CUUP has been recognized for its inclusive marketing campaigns, regularly featuring models across diverse sizes, ages, skin tones, and gender identities while promoting realistic body representation. In 2021, CUUP was acquired by FullBeauty Brands, expanding its reach while maintaining its premium positioning. (businesswire.com) Today, CUUP remains a leading contemporary intimates brand, blending thoughtful fit, minimalist design, and inclusive representation for customers seeking elevated everyday essentials.