Love ‘em or hate ‘em, bras are pretty much an inescapable part of life. (Well, unless you’re fully into letting the gals hang loose, in which case you do you.) And while your grandmothers and mothers may have been relegated to sifting through bland department store selections, nowadays there are an inordinate number of bra and panty retailers competing to be the best lingerie brand. Lucky for you, we’ve rounded up the most impressive ones to shop in 2023, from innovative new launches to old favorites that have stood the test of time. But first, here's everything you need to know about shopping for lingerie online.
The 26 Best Lingerie Brands for Everyday Bras, Sexy Teddies and Everything in Between
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How to Buy Lingerie Online
Whether you’re looking for a solid everyday option or something sexy to break out on special occasions, shopping for lingerie online can get pretty overwhelming—especially when you get down to picking out your size. Thankfully, most lingerie sites have online bra measurement tools that help you narrow down the best size for you. Typically all you have to do is measure yourself to get an approximate band and bust measurement, then compare it to the brand's size guide. And if you're still not sure, you can usually count on the 30- to 90-day fit guarantee that many brands offer to ensure you’re able to return items that don't work for you. Oh, and did we mention that most lingerie retailers also offer free shipping and returns? Sounds like a win-win to us.
We know you’re dying to shop, so without further ado, here are the absolute best lingerie brands to shop online.
The Best Lingerie Brands to Shop in 2023 at a Glance
- Best Minimalist Designs: CUUP
- Trendiest: Savage X Fenty
- Best Lingerie Subscription: Adore Me
- Comfiest: SKIMS
- Most Size-Inclusive: Cacique
- Best for Half-Sizes: ThirdLove
- Best for Unlined Bralettes: Eberjey
- Best Fit: Wacoal
- Best Strapless Bras: LIVELY
- Best for Everyday: Aerie
- Best for Basic Sets: Intimissimi
- PureWow Reader Favorite: Natori
- Most Splurge-Worthy: Wolford
- Best for Small Boobs: Pepper
- Best for Lace Styles: Cosabella
- Best at Amazon: True & Co.
- Best for Big Boobs: Soma
- Best Designer Brand: La Perla
- Most Timeless: Fleur Du Mal
- Editor Favorite: Bluebella
- Best Everyday Bra and Panty Sets: Honeydew Intimates
- Best Sustainable Brand: Only Hearts
- Best for Colorblock Styles: Dora Larsen
- Best for Subtle Sexy Styles: Eres
- Best International Brand: Agent Provocateur
- Most Affordable: Yandy
Best Minimalist Designs
CUUP’s matching sets have an effortless appeal both PureWow staffers and readers rave about, but perhaps more importantly, they also have an impeccable fit. There are 40 bra sizes, ranging from 30A to 38H, to ensure you have all the support and comfort your gals need. (Undies range from XS to XXL.) There are currently just four bra styles offered, all for $68 apiece, while the panties go for $18 (or $45 for a set of three). We suggest scooping up the balconette bra while select colors are on sale through January 28.
2. Savage X Fenty
Of course this list couldn’t be complete without mentioning Rihanna’s namesake line. Fans were over the moon when RiRi announced the size range would be 32A through 44DDD for bras and XS through 3X for panties and bodysuits and that the collection would be available on Amazon (we’re all about that Prime shipping, baby). The brand also offers a subscription box that costs $60 a month and includes VIP pieces selected by the beauty/music/fashion mogul herself. Although the stars of the brand are definitely the sexy, colorful sets, there are also lots of everyday options too.
3. Adore Me
Best Lingerie Subscription
There are two ways to shop this affordable lingerie brand: with a monthly VIP personal styling service (which we highly recommend) that can help determine which styles and sizes will best fit your body and needs, or on your own like normal. While you’ll likely save more with the VIP boxes, Adore Me’s pieces are all under $75, so you won’t have to worry about going over budget. In fact, Adore Me was founded on the idea that every woman, regardless of budget or body type, should be able to find lingerie to fit her taste. To that end, everything on the site comes in sizes 30A through 46G (or XS through 4X). Oh, and did we mention the brand just dropped a new V-Day collection featuring tons of pieces that are perfect for your upcoming date night?
Looking for more minimalist options? That's what SKIMS is all about. Kim Kardashian launched the brand to provide all women with supportive, smooth, body-sculpting intimates, loungewear and shapewear. Every piece is designed to fit impeccably, making you look and feel your most confident. Not sure what to buy? You really can't go wrong with the Fits EverybodyTriangle Bralette and matching Fits Everybody Thong.
Most Size Inclusive
Cacique has, perhaps, the largest size range of any brand on this list with a whopping 92 different bra sizes and panties in sizes 0 through 28. And almost everything is under $100 (yes, even the most supportive underwire contraptions) making it an affordable and stylish choice for basically anyone with boobs. Styles range from lacy babydolls to sporty racerbacks, meaning there’s bound to be something to fit your style, as well as your size.
Best for Half-Sizes
ThirdLove is all about ensuring a perfect fit and offers more than 80 sizes, including half sizes for A, B, C, D and E cups. The full range goes from 28AA to 48G/DDD and prices top out at $80 for lacey styles, though most everyday bras are $60 or $65 and bralette styles come in around 40 bucks. There are also a ton of bundle options that can save you even more. The 24/7 Classic T-Shirt bra is the brand’s top seller with almost 53,000 reviews, many of which rave about its comfortable and impeccable fit.
Best for Unlined Bralettes
We first fell in love with Eberjey for its incredibly soft and cozy PJs, but the brand also makes great bras and panties. Most of the styles are more akin to bralettes and are unlined, so those looking for a lot of structure or padding are better off looking elsewhere. That said, there are a handful of underwire options and the materials are unparalleled in softness. You might even forget you’re wearing undies, they’re that lightweight. Sizes range from XS to XL and 32B to 36C, and every bra has a matching pair of panties for gals who are into coordinated sets.
Wacoal has been making bras for more than 70 years and has often been at the forefront of new technology in the industry. For instance, it recently launched the mybraFit app to help bring its signature in-store bra fit experience to even more shoppers to help them find their correct size once and for all. Sizes range from 28A to 42I and there are tons and tons of different styles to choose from, whether you’re looking for a simple T-shirt bra, a sexy lace number or even sports bras, all for under $80. Wacoal also makes shapewear if you need something to wear under a fitted frock for a special occasion.
Best for Strapless Bras
Another PureWow editor favorite, Lively makes some of the best T-shirt and strapless bras we’ve ever tested. The simple but chic bras come in sizes 32A through 38DDD and XS to L for bralettes. And while all Lively styles are incredibly affordable—all the bras cost about $45, even for underwire pushups—there are also a bunch of bundle offers to help you save even more. Lively also makes maternity bras and sports bras, though we’d recommend them for lower impact activities like yoga or Pilates rather than running.
Best for Everyday
Don’t be fooled by Aerie’s connection to American Eagle Outfitters; its bras and panties don’t just cater to teens. The brand has a wide range of everyday bra styles (as well as a few subtly sexy bralettes) in sizes 30A to 42DD and undies in sizes XXS to XXL, and has committed to depicting its pieces on a wide range of body types and ages, all without the aid of photoshop, for years now. The most expensive bra tops out at $60 with most coming in under $40, and there are many different shades of “nude” represented.
Best for Basic Sets
This Italian lingerie brand has a great mix of easy lounge bralette and panty sets, everyday bra options and sexier special pieces, too, all in sizes 30C to 42C. The brand’s bralettes are perhaps our favorites of the bunch, made from super-luxe materials that are both soft and surprisingly supportive. And don’t forget to check out Intimissimi’s stellar sleepwear and lingerie while you’re at it.
PureWow Reader Favorite
Josie Natori’s original concept for her namesake brand was to create lingerie that could fill the gap between the ultra-sexy and frumpy styles she found in department stores. Since its launch in the late ‘70s, Natori has expanded into super-comfy sleepwear, everyday lingerie and even a ready-to-wear line. It was also one of the first big brands to offer a wider range of “nude” shades for its everyday collections.
Yes, this U.K.-based brand makes more than just black tights. It also has a great selection of everyday bras, bralettes and panties (as well as shapewear) that are equally high quality as its cult-favorite pantyhose. Because of the luxe materials used, prices are a bit higher, with underwire styles coming in around $150 and bralettes around $190. But many say they’re well worth the splurge for how comfortable they are, even for all-day wear. Sizes range from 32A to 40E, however Wolford uses the EU sizing system, so be sure to double check the size conversion chart before you order.
Best for Small Boobs
Pepper is all about celebrating and catering to the AA, A and B cup crowd, and not just for those who fit a size 30 band—all styles are available in sizes 30 through 38. Because as founders Jaclyn Fu and Lia Winograd know, just because someone is petite doesn’t mean they necessarily have small boobs and just because someone is larger, or even plus-size, doesn’t mean they must have big boobs. The site also has a fit guide and sizing quiz for those who want more guidance before buying.
Best for Lace Styles
Cosabella is all about combining sexy lace with comfy silhouettes to bridge the gap between specialty pieces and plain everyday items. Despite the fact that most of the brand’s bras are made without an underwire, the impeccable construction means they’re still impressively supportive. The brand also makes bras specifically for petite frames, plus sizes and cup sizes over DD, because, no, you can’t just shrink the same standard bra or add a few inches to a band and call it size inclusive. Speaking of which, Cosabella’s sizes run from 30A to 40DD, and 28DD to 40H for its extended range.
16. True & Co.
Best at Amazon
The impetus behind creating True & Co. was to craft bras that prioritize comfort without sacrificing support or costing a fortune. Inclusivity was also a driving force, meaning you’ll find a wide range of body types, skin tones and sizes represented on site and on social, and sizes run from an A cup through DDD. All True & Co. bras are wireless and for the most part focus on muted shades that work well under light clothing, though there are some brighter fun color options as well.
Best for Big Boobs
Soma has an impressively large size range, from 32A to 40I, but even more impressive is the brand’s varied style selection. Want a smooth, wire-free T-shirt bra? Done. Looking for something lacy with a matching panty for date night? Soma’s got it. Strapless bras, sports bras, patterned bras and nude bras (no matter your skin tone) abound, most coming in under 60 bucks. It also works with The Bra Recyclers to give your old, well-loved bras a second life, either by repairing them for another woman to use or by breaking them down and recycling them, for an eco-friendly boost.
18. La Perla
Best Designer Brand
La Perla was founded in Italy in 1954 and has been crafting stunning, high-end lingerie ever since. Sure, some of its designs could easily be worn under a T-shirt, but really this brand is all about incredibly sexy sheer lace bralettes and teddies you likely won’t have on for long. It uses beautifully luxe Italian materials, and as such rings in at a fairly high price point, but fans of the brand say it’s well worth the splurge. Unfortunately, the size range doesn’t cater to those with ample bosoms—it runs from 32A to 44B—but fingers crossed it expands its size range in the near future.
19. Fleur Du Mal
This NYC-based brand’s gorgeous designs are made to be seen. They feature lots of lace, both in classic black or white and brighter hues like yellow or violet, and are as sexy as they are fun. Bras come in sizes 32B to 38G (be sure to keep an eye out for “fuller cup” styles if you’re larger than a D) and every bra has at least one matching panty to complete your look. As you might imagine, these detailed pieces don’t come cheap, although nothing goes over $200.
Bluebella founder Emily Bendell loved the idea of creating pieces that aren’t necessarily traditionally sexy nor are they simple everyday styles, but are instead a way to express personal style and self-indulgence. In other words, this brand empowers women to show off and embrace what sexy means to them. And in keeping the everywoman in mind, everything is under $100, with most bras averaging $60 and panties under $30. There’s plenty of lace, mesh and bondage-inspired straps, as well as cozy PJ sets, with sizes ranging from 30A to 40D and XXS to 6XL.
21. Honeydew Intimates
Best Everyday Bra and Panty Sets
This affordable lingerie brand is a fabulous spot to pick up pieces that are sexier than your go-to T-shirt bra but not quite on the level of Agent Provocateur. Think sweet lace, frilly panties and sheer bodysuits. There are also some great day-to-day options, and a few more “advanced” styles (like these lacey, cutout Lucy Hipster Briefs), and everything is available in sizes XS through XL (0 to 14) and 30B to 36D.
22. Only Hearts
Another inexpensive line, Only Hearts is designed and made in NYC using all manner of eco-friendly materials, including deadstock, organic, recycled and otherwise certified sustainable fabrics. It offers both special occasion lingerie and everyday pieces, but the real stars are the sexy matching sets, bodysuits and teddies. There are a whole bunch of different styles to search through, from traditional peek-a-boo lace to trendier puff-sleeve crop tops in see-through mesh. Only Hearts currently offers just sizes XS through L (roughly 0 to 12), but here’s hoping it expands that range sooner rather than later.
Shop Only Hearts
23. Dora Larsen
Best for Colorblock Styles
On the flip side, lingerie brand Dora Larsen focuses less on lace and straps and more on playing with color to create pieces that are both seductive and playful. Sizes range from 32A to 38C and everything is under $120, but perhaps our favorite thing about the brand (other than the wild color combinations) is the emphasis on sustainability and ethical manufacturing processes, giving us even more reason to indulge in a bright pink mesh bra.
Best for Subtle Sexy Styles
Subtly sexy is perhaps the best way to describe this French brand’s approach to lingerie. There are no excessive straps or bows to be found here; just beautifully delicate lace and mesh, and impeccably constructed underwire and wire-free bras in sizes 32B to 38D. Prices are quite high ($200 and up), but the quality of the materials and the construction is truly remarkable.
25. Agent Provocateur
This British lingerie brand is a favorite of a ton of celebrities, including Gwyneth Paltrow and Maggie Gyllenhaal, and offers a wide range of fun styles for you to play with. Prices also vary pretty widely, with simpler lace styles coming in around $80 and more intricate getups capping around $850. Sizes range from 32A to 38I, though not every piece comes in the full range.
Shop Agent Provocateur
You might know Yandy best for its collection of super-sexy pop culture–themed Halloween costumes (like a sexy Whiteclaw or a sexy Beyond Burger), but, of course, the brand’s original MO is lingerie. Most pieces come in under $50 and are about as fun as it gets, with an abundance of ruffles, lace, pompoms, tassels, ties and mesh. Sizes range from XS to 4X, although not every piece is available in the full-size range.
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