Cuup was founded on the basis that the majority of women wear the wrong bra size, largely thanks to old-school lingerie brands that confined women to a small and unrealistic range of fits.
In 2023, the women's lingerie market was projected to be worth 71.67 billion USD. By 2032, the women's lingerie market is projected to have grown from 74.83 billion USD in 2024 to 105.7 billion USD.