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Based in New York, New York, CUUP is a direct-to-consumer apparel company that designs and sells unlined bras and underwear across an inclusive range of sizes. The brand focuses on the intimates market by offering 40 different size options, specifically targeting consumers seeking supportive, breathable garments for D-plus cup sizes. Operating primarily through its proprietary online storefront, the business experienced significant commercial growth during the early pandemic, recording year-over-year sales spikes of up to 700 percent in early 2020 while building an audience of 235,000 Instagram followers. To support its ongoing operations and research, the enterprise has secured $29.5 million in total funding from prominent venture capital firms, including Insight Partners, Forerunner Ventures, Global Founders Capital, and Lerer Hippeau. CUUP was founded in 2017 by Kearnon O'Molony, Abby Morgan, Lauren Caris Cohan, and Chrisden Ferrari.
CUUP has raised $11.0M across 1 funding round.
CUUP has raised $11.0M in total across 1 funding round.
CUUP has raised $11.0M across 1 funding round. Most recently, it raised $11.0M Series A in February 2020.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Feb 1, 2020 | $11M Series A | — | Insight Partners, Bullish, Forerunner Ventures, Global Founders Capital, Rebecca LIU Doyle, Lerer Hippeau | Announced |
CUUP has raised $11.0M in total across 1 funding round.
CUUP's investors include Insight Partners, Bullish, Forerunner Ventures, Global Founders Capital, Rebecca Liu-Doyle, Lerer Hippeau.
CUUP is a direct-to-consumer (DTC) women's intimates brand specializing in unlined bras, underwear, thongs, bikinis, and related products that blend style, comfort, and support across an inclusive sizing system of 53 sizes.[1][3][6] It serves women seeking flattering, modern lingerie that accentuates natural form without compromising on support, solving the common trade-off between comfort and functionality in traditional intimates.[3][4][6] Launched in 2018, CUUP raised $37.25M before being acquired by FullBeauty Brands in July 2023, integrating into a portfolio emphasizing size inclusivity and e-commerce innovation.[1][2]
Post-acquisition, CUUP benefits from FullBeauty's digital mall platform, enabling seamless cross-brand shopping alongside labels like ELOQUII and Avenue, which bolsters its reach in the plus-size and contemporary intimates market.[1]
CUUP launched in November 2018 as a DTC brand, founded in New York City by a team with strong business-building experience, market fluency, and passion for design innovation—though specific founder names are not detailed in available records.[3][4] Previously known as Fink O'Molony Labs, it emerged from a vision to create the "essential bra" that overcomes the style-support compromise, starting with unlined luxury bras measured on real bodies for a dynamic sizing system.[1][6]
Early traction came via DTC e-commerce, raising $11M in its most recent round (totaling $37.25M from investors like Insight Partners), fueling growth until its 2023 acquisition by FullBeauty Brands amid a focus on inclusive apparel.[1][2][7]
CUUP rides the DTC apparel wave, leveraging e-commerce and data-driven fit innovation to disrupt legacy intimates dominated by department stores and marketplaces.[1][3] Its timing aligns with rising demand for size-inclusive, body-positive fashion amid e-commerce acceleration post-2020, fueled by consumer shifts to direct brands offering personalization and transparency.[1][2]
Market forces like inclusive sizing mandates and digital malls favor CUUP's integration into FullBeauty, amplifying influence in the $XXB women's intimates sector where DTC captures share from traditional retail.[1] It contributes to the ecosystem by pioneering unlined support tech, inspiring competitors in functional luxury lingerie.[6]
CUUP's acquisition positions it for scaled growth within FullBeauty's ecosystem, expanding via digital malls and loyal customer bases in inclusive apparel.[1] Upcoming trends like AI-driven fit personalization and sustainable fabrics will shape its path, with promised sizing expansions enhancing accessibility.[6]
Its influence may evolve toward leading DTC intimates innovation, blending tech-enabled e-commerce with body-positive design—potentially redefining first-layer confidence for diverse consumers as market inclusivity matures. This builds on its core mission, turning intimate support into a stylish, empowering staple.[3][6]
