CUUP, Inc.

CUUP is a direct-to-consumer intimates brand launched in November 2018 that designs minimalist, size-inclusive bras and underwear for women. The brand disrupted the traditional lingerie market by offering a wide range of sizes (30A to 42I) and emphasizing fit, function, and modern aesthetics without padding or unnecessary layers. CUUP raised funding from investors including Forerunner Ventures, Insight Partners, and Lerer Hippeau before being acquired by FullBeauty Brands in July 2023. The brand continues to operate under FullBeauty's portfolio alongside other size-inclusive fashion labels.