When advice columnist Amy Dickenson asked readers for their views on bras in 2006, she got a flood of mail, most of it from people complaining about how uncomfortable the undergarments are.
Part of the problem is the way retailers sell bras. Because it’s a garment you wear regularly, you want a bra that’s comfortable, fits well, and will last. But that can be a tall order for those whose only bra shopping experience has been a frantic trip to the department store, where they spend hours in the dressing room before dropping far too much cash on an ill-fitting bra that’s at best mildly uncomfortable.
That’s why online retailers are working to change the way we go bra shopping. Bras may not be one of those items you should always buy online — at least not yet. But it’s certainly an option worth considering.
Best Places to Buy Affordable Bras & Lingerie Online
Many American women buy their bras either from department stores like Macy’s and Nordstrom or from big-box retailer Victoria’s Secret. However, more and more women are getting fed up with these options. Their size range is too limited, their markups are too steep, and the quality of their wares isn’t high enough to justify the hassle of shopping there.
Online retailers are challenging this model for bra shopping. They offer extended sizing and styles designed for comfort rather than just looks. Many of them have fit questionnaires to help you find your perfect bra size and style, along with other perks, like free shipping and returns. And best of all, they let you compare bras and try them on in the comfort of your own home rather than a tiny fitting room.
These companies are definitely changing the lingerie game for the better.
1. ThirdLove
- Available Sizes: Bands 28 through 48 and cup sizes A through I, including some half sizes
- Price Range: $45 to $75 for bras, $12 to $28 for undies
- Perks and Rewards: A three-tiered reward system that includes perks like free shipping and exclusive offers; interest-free installment payments
- Shipping: Standard shipping (three to 10 business days) is $5.99 on all domestic orders, free on orders over $75
- Returns and Exchanges: Free returns of unworn merchandise within 60 days
- Best For: Anyone willing to spend around $70 to get the perfect fit, especially those with difficult-to-find sizes.
In 2018, Forbes pronounced ThirdLove one of the fastest-growing businesses in America. Founded by former Google executive Heidi Zak in 2013, ThirdLove’s goal is to provide every woman with the perfect-fitting bra. ThirdLove offers an astonishing range of sizes and uses intelligent algorithms and feedback from millions of women to help you find your ideal fit.
If you have trouble finding your bra size at other stores, ThirdLove could be the site for you. They offer band sizes 30 to 48 and cup sizes A through I, including some half sizes.
There’s also a broad range of styles, including T-shirt bras, demi bras, plunge bras, balconette bras, and racerbacks. Most are pretty pricey — in the $70 range — but ThirdLove offers flexible payment options to make them more affordable.
How It Works
You can start by looking through ThirdLove’s inventory; searching for specific styles, such as balconette, racerback, or strapless; and filtering by color and size.
However, you’ll be missing out if you begin that way. Part of what makes ThirdLove so popular is their fitting room quiz, which asks questions about how your current bra fits: how the straps feel, how and where the band sits, and even what breast shape you have.
Once you complete the quiz, you’ll receive a customized list of bras, panties, and lingerie to choose from. From there, you can order the bra ThirdLove recommends or retake the quiz if you don’t think you were sized correctly.
Shipping, Returns, & Exchanges
Standard shipping costs $5.99 on most orders and gets your bra to you within three to 10 business days. If you try it on and the fit isn’t comfortable for any reason, you can contact one of ThirdLove’s fit specialists via live chat. They can recommend a different size or style based on your feedback.
ThirdLove accepts returns on bras within 60 days as long as they have the original tags on. You can only return unworn panties with the original tags and stickers on.
Just put the garment back in its original shipping package, print out a free return shipping label, and drop it off at your local post office. ThirdLove will credit your original form of payment within 10 to 20 days after it receives your return.
Perks & Rewards
ThirdLove offers a generous rewards program with three different spending tiers. The first tier, Admirer, is free to join. It gives you early access to sales and free shipping on all orders over $75. And after your first order, you get an annual gift on your birthday.
After you’ve spent $250 on the site, you get bumped up to the Enthusiast level. That gives you exclusive seasonal offers, early access to new arrivals, and free undies with each purchase. And after spending $450, you become a Devotee, with access to limited-edition products and merchandise giveaways.
Although ThirdLove is on the pricier side of the spectrum, you don’t have to worry about shelling out for your new undergarments all at once. ThirdLove has partnered with Afterpay, which allows you to pay for your purchase in four equal interest-free installments. Instead of adding to your credit card balance, you can simply pay for your purchase over several paychecks.
2. Savage X Fenty
- Available Sizes: Bands 30 through 46 and cup sizes A through H
- Price Range: $20 to $60 for bras, around $25 for undies, $30 to $100 for lingerie
- Perks and Rewards: Xtra VIP program for discounted prices and exclusive offers; interest-free monthly payments on purchases over $30 with Afterpay
- Shipping: Standard shipping via the postal service is $4.95; delivery time varies
- Returns and Exchanges: Free returns of unworn merchandise within 30 days (extended to 90 days during the COVID-19 pandemic)
- Best For: Fashion-forward shoppers of all sizes and shapes who want undergarments that are anything but plain
On the heels of her extraordinarily successful cosmetics line, Fenty Beauty, musical artist Rihanna launched a lingerie line designed to complement various body types. Just as Fenty Beauty offers a broad range of shades for all skin tones, Savage X Fenty aims to make bras, panties, and lingerie anyone can feel confident in.
Like Victoria’s Secret, the site specializes in fancy lacy bra styles, from light bralettes to structured corsets. The key difference is its size range — bands from 30 to 46 with cup sizes up to H. Bras are also available at multiple price points, from around $25 to $60.
How It Works
There are two ways to shop Savage X Fenty. You can buy undergarments the way you would from any other online retailer — searching the site by style and filtering by size, color, fabric, or collection — and pay full price. Alternatively, you can place frequent orders at a discount with an Xtra VIP membership.
With a membership, you pay $49.95 per month and receive a store credit equal to the same amount. You can then cash in your credits for merchandise on the site at discounts of up to 25% off. You can use your credits immediately or save them from month to month, but you must use each $49.95 credit all at once. For instance, if you want to buy a garment that only costs $40, you can’t apply your credit unless you add something else to your order to push it over $49.95.
You can also opt to skip any given month. Simply log into your account by the fifth day of the month and select “skip.” However, if you forget to skip before the fifth day of the month, the company automatically charges your credit card $49.95 on the sixth.
To get started with a VIP membership, take the Savage style quiz to find out what collection suits you best. It asks questions about things like your preferred color scheme, your everyday style, and what you wear for comfort on the weekends. Then, after providing your contact information, you receive a special introductory offer and suggestions for bras, undies, and lingerie suited to your tastes.
Shipping, Returns, & Exchanges
Savage X Fenty charges $4.95 for standard shipping. Delivery times vary depending on where you live. For $15, you can upgrade to rush shipping and get your order in two to three business days. However, rush shipping is not available to Alaska, Hawaii, Puerto Rico, or military and diplomatic post offices.
Purchases at Savage X Fenty come with a 30-day fit guarantee. If you’re not satisfied with your undergarment, you can return it in unworn condition with the tags on in the original packaging within 30 days. During the COVID-19 pandemic, Savage has extended the guarantee period to 90 days. The return policy does not allow any returns or exchanges for sale items.
Perks & Rewards
Both members of the Xtra VIP program and regular shoppers benefit from free shipping on orders over $49. However, Xtra VIP members gain other perks too. As a member, you get free returns and exchanges, exclusive bundle offers, and a special VIP introductory offer. You also gain the option to make interest-free payments with Afterpay on purchases over $30.
3. Adore Me
- Available Sizes: Bands 30 through 46 and cup sizes A through G
- Price Range: $40 to $50 for most two-piece sets or lingerie items
- Perks and Rewards: Subscription service for regular deliveries at a discounted price; VIP membership for discounts and special sales
- Shipping: Free shipping within U.S.
- Returns and Exchanges: Free exchanges of unworn merchandise within 30 days; $5.95 restocking fee for returns
- Best For: Lovers of luxury who want to treat themselves to new lingerie looks regularly
Like many online bra retailers, Adore Me aims to design beautiful, flattering, luxurious lingerie for every body type. What makes Adore Me different is that they offer a subscription service alongside their online store. Each month, subscribers get a stylist-curated box of various garments based on their size, interests, and preferences.
How It Works
If you’d enjoy a curated monthly lingerie subscription, then Adore Me is for you. To begin your Adore Me Elite membership, take a quiz giving the company some information about your style preferences. You’ll receive a shipment once per month that includes three complete looks: bra and panty sets, lingerie, or sleepwear.
Adore Me’s subscription model is similar to other clothing subscription boxes. You pay a $20 fee to cover the cost of receiving a curated undergarment collection and pay only for the apparel you choose to keep.
The cost of the merchandise in the box ranges from $40 to $60, so this subscription can get a little pricey, depending on what you choose to keep. However, it’s a convenient option if you like to add new pieces to your collection regularly without the added hassle of a trip to the department store.
If you don’t care to order the Elite box, you can simply shop Adore Me’s online store for specific products you want. It offers a broad range of bra styles, fabrics, and fits, with band sizes from 30 through 46 and cup sizes from A through G. You can sort the options by size, color, style, and padding level.
All bras on Adore Me are sold as sets with matching panties, with typical prices ranging from $40 to $50 per set. In addition to bras, Adore Me has sleepwear, loungewear, swimwear, workout wear, and flirty lingerie like bustiers and baby dolls.
Shipping, Returns, & Exchanges
Whether you select the subscription box, the VIP membership program, or just straight-up bra shopping, Adore Me offers free shipping and exchanges on all items.
Returns for credit are subject to a $5.95 restocking fee, and there are no returns on final sale items. To return a purchase, send the complete set back unworn with the tags attached in its original packaging within 30 days of your purchase. Refunds take up to 30 days to process.
Perks & Rewards
In addition to its subscription service, Adore Me offers a flexible VIP membership. Members receive perks like a one-time $10 discount on any style and every sixth set free as well as exclusive access to special sales.
The membership structure is similar to Savage X Fenty’s. You log into your account between the first and the fifth of each month and choose to either shop or skip that month. If you don’t make a choice, they’ll charge your card a refundable $39.95 membership fee that functions as store credit if and when you use it. Your store credits never expire, and you can use them on any Adore Me products.
4. True&Co
- Available Sizes: XS through 2X
- Price Range: $44 to $64 for bras, $16 to $20 for undies
- Perks and Rewards: None
- Shipping: Standard Amazon shipping methods, including free Prime shipping
- Returns and Exchanges: Full refund on unworn items within 30 days
- Best For: Those who value comfort above everything else
Unlike most online bra retailers, True&Co doesn’t offer any fancy or flirty designs. It deals exclusively in ultra-soft, stretchy bras designed to be “the next best thing to wearing nothing at all.”
Its earliest designs were crowdsourced — based on a detailed fit quiz taken by over 9 million women. The quiz is no longer available on the site, but the ultra-comfy bras, undies, tanks, and bodysuits based on it are.
True&Co also supports a variety of nonprofits that benefit women, especially women of color. Its beneficiaries include I Support the Girls, which provides bras and underwear to women in need; Keep a Breast, which promotes breast cancer awareness; the American Civil Liberties Union; and the NAACP Legal Defense Fund.
How It Works
True&Co has a much more limited range than ThirdLove or Adore Me. All its bras are wire-free pull-on styles in stretchy fabrics. There are variations in the depth of the plunge or the shape of the straps, but there isn’t a single underwire in sight.
True&Co’s bras aren’t sized like more conventional bra styles, either. Instead of shopping by band and cup size, you choose a size from XS to 2X. Each of these can fit a range of cup and band sizes. For example, the V-neck racerback bra in size L fits sizes 38A and B and 36C and D. A full-cup bra variant of the same style fits 38E or 36F.
This limited selection makes searching the site easy. Just click on “all bras,” and you can see all the site’s offerings on a single page. You can narrow the options down a bit more based on size range: A through D cup, DD or larger, or plus size.
With prices ranging from $44 to $64, True&Co bras aren’t cheap, and the pull-on style isn’t easy for everyone to get in and out of. However, customers swear by them. Sample comments include, “I thought a supportive bra meant giving up comfort…until now” and “It’s so comfy that I forget I’m wearing it.”
Shipping, Returns, & Exchanges
Since January 2021, True&Co has partnered with Amazon to fulfill all its online orders. When you shop for bras through the site, you get the same range of shipping options you would find at Amazon, including free shipping if you’re an Amazon Prime member. You can also use Amazon to track the status of your order.
You can return any garment purchased on True&Co (except final sale items) within 30 days of purchase. The site provides a printable return label, and you can drop the package off at any post office. It takes up to 14 business days to process a return and another three to five days to credit your bank account.
Perks & Rewards
True&Co has no rewards program or additional perks for customers.
But the company does have a Wear Test program in which participants receive two to three bras per year for free in exchange for providing detailed feedback on the designs. However, this program is currently suspended due to the COVID-19 pandemic.
5. Harper Wilde
- Available Sizes: 32A through 42F
- Price Range: $40 to $45 for bras
- Perks and Rewards: Points-based reward system; $10 bonus for referring a friend
- Shipping: Standard shipping (five to seven business days) is $5.95, free on orders over $75
- Returns and Exchanges: Full refund on unworn items within 90 days
- Best For: Value-oriented shoppers seeking high-quality everyday bras at reasonable prices
Harper Wilde has one simple goal: to provide women with reliable everyday bras at fair prices. They keep their products simple: five different bra styles in mostly neutral tones and some extended sizes (32A through 42F). No underwear, no lingerie, no fancy sleepwear — just a few basic well-made products for daily wear.
Harper Wilde supports women worldwide by donating 1% of its earnings to Girls Inc., a nonprofit that mentors girls and young women. It also offers special limited-edition bras that support specific organizations, such as GirlTrek, which promotes fitness for Black women.
But its focus on social issues doesn’t end there. Its one-of-a-kind recycling program takes back worn-out bras (even those from other manufacturers) and breaks them down into materials that can be used again.
How It Works
The five bras Harper Wilde offers are simple, no-hassle garments designed to make you feel your best.
- The Base: A lightly padded bra that’s comfortable enough to wear all day, every day
- The Boost: A pushup bra with slightly more lift and padding
- The Flex: A supportive strapless bra
- The Move: A sports bra for low- to medium-impact workouts
- The Bliss: A wire-free pull-on bralette
With this limited selection, searching the site isn’t really an issue. Just click on “Shop” and select “bras” to see the site’s entire range on one page.
If you’re not sure of your size, you can start with Harper Wide’s sizing quiz. There’s no measuring involved. You simply answer some questions about your favorite bra and how it fits you. Then you provide your email to receive your Harper Wilde size along with some bra tips (plus a collection of amusing bra-related puns).
Harper Wilde’s focus on classic, timeless pieces helps keep its markdowns low. It charges only $40 for the Base, Boost, and Flex bras and $45 for the Move and Bliss. You can also save by ordering bras in bundles of three or more. Choosing quality staple bras from Harper Wilde can save you both money and the time spent sorting through styles, shapes, and colors on a typical bra-shopping expedition.
Shipping, Returns, & Exchanges
Harper Wilde has two shipping tiers. Standard shipping costs $5.95 on all orders and takes seven to 10 business days. Expedited shipping costs $15 and takes two to three business days from the time the order is processed.
To return a bra for refund or exchange, you must send it back unused, unworn, and with the tags attached. During the COVID-19 pandemic, the return period is 90 days. However, you have only 28 days to return your garments via the postal service once you print your prepaid shipping label.
Perks & Rewards
When you sign up for Harper Wilde’s rewards program, you get free shipping on all orders over $75 and a gift on your birthday. You also start earning points every time you shop on the site, which you can cash in for discounts at the rate of 10 points per dollar. As you earn more points, you qualify for additional rewards, like early access to new products and sales.
Harper Wilde also has a refer-a-friend program. You provide your friends’ email addresses, and if they go on to make a purchase, they get a 15% discount and you earn a $10 referral bonus.
6. HerRoom
- Available Sizes: Bands from 28 through 58 and cup sizes from A through N
- Price Range: Under $15 to over $70
- Perks and Rewards: Detailed tools for fitting; frequent sales and promotions
- Shipping: Standard shipping (three to six business days) is $5, free on orders over $70
- Returns and Exchanges: 30-day return period and $5.95 return shipping
- Best For: Anyone searching for the perfect bra size or style
HerRoom makes it easy to find your perfect bra. Not only does it offer a vast size range, including bands from 28 through 58 and cup sizes from A to N, but it also has a handy bra finder tool you can use to sort bras by size, color, brand, and features. HerRoom offers literally thousands of bras from dozens of top brands — such as Wacoal, Freya, Bali, and Elomi — at price points from under $15 to over $70.
In addition to bras, HerRoom sells basically everything else you wear under (or in place of) your street clothes. There are panties in every style, from boy short to thong; swimwear, sleepwear; lingerie; shapewear; workout clothes; and hosiery.
How It Works
The biggest perk of HerRoom is how easy it is to find what you want. If you already know what you’re looking for, you can sort through the thousands of options on the site by bra style and brand to find your preferred model. If you don’t, you can use the bra finder tool to look for a size and style that suits your needs.
If you’re not sure about size, start your bra-shopping excursion with a trip to The Fitting Room. It has all the tools you need to find the perfect fit. It explains how to find your correct bra size, either by measuring or diagnosing problems with your current bra, and how to convert international sizes larger than D to American sizing.
There’s also a Know Your Breasts quiz to evaluate your unique body shape and steer you toward bras that complement it.
Shipping, Returns, & Exchanges
Standard shipping from HerRoom costs $5 and takes three to six business days. For orders over $70, it’s free. You can also choose from a variety of other shipping options to get your package in as little as two business days, with costs ranging from $7 to $30 (or less for orders over $70).
HerRoom accepts returns for up to 30 days on clean, new, odor-free, and unwashed garments. They must either have the original tags attached or be in their original packaging. You cannot return damaged or final sale merchandise.
If you return a purchase to HerRoom, you’re responsible for shipping costs. You can either pay for it yourself or print out a return label from the site and have $5.95 deducted from your return credit. However, if HerRoom sent you the wrong garment, you can call the retailer’s toll-free number to request a full refund, including shipping costs.
Perks & Rewards
HerRoom doesn’t offer a rewards program. However, you can receive notifications about sales and special discounts by providing your email address. The site also runs periodic promotions, such as a $25 gift card with a $150 purchase.
7. Bare Necessities
- Available Sizes: Bands from 28 through 58 and cup sizes from AA through O
- Price Range: Under $20 to over $200
- Perks and Rewards: None
- Shipping: Standard shipping (five to seven business days) is $5, free on orders $70 and up
- Returns and Exchanges: 120-day return period and $5 return shipping
- Best For: People who can’t find their size at most retailers
Bare Necessities offers the broadest range of bra sizes anywhere — from 28 to 58, with cup sizes from AA through O.
It has a vast array of brands to choose from as well, including Bali, Wacoal, Champion, Natori, and Lily of France. There’s a particularly broad selection of top plus-size and large-cup brands, such as Goddess and Elomi.
Other offerings include undies, shapewear, sleepwear, swimsuits, hosiery, and sexy lingerie like garter belts and bodysuits.
How It Works
The best place to get started bra shopping at Bare Necessities is the site’s bra finder feature. Answer a few questions about your body shape, your current bra size, and how well it fits, and the site presents your correct size and some popular selections in that size.
These top picks aren’t always cheap. The site’s selections for me ranged from $44 to $72. However, if you skip these suggestions and just search by bra style, you can find options priced as low as $20. You can further narrow your selections by size, color, and brand and sort the list by price or popularity.
If you’re still unsure about fit, you can talk with one of Bare Necessities’ fit experts by phone or live chat. They can offer a virtual fitting and advice on what styles are best for you.
Shipping, Returns, & Exchanges
Bare Necessities offers five shipping tiers. Standard shipping via the postal service costs $5 and takes five to seven business days. For orders of at least $70, it’s free. Other tiers can take as little as one business day and cost up to $25.
Bare Necessities has a more generous return policy than most online retailers. Like most sites, it only accepts unworn and unwashed garments with the tags attached. However, it gives you up to 120 days to return them.
Returns made within 60 days are credited back to your credit card or bank account. For returns between 60 and 120 days, the site emails you a store credit, which you can redeem for anything on the site costing at least $10.
When you make a return, you must pay for shipping unless you received the wrong item. You can ship it yourself or use a preprinted FedEx label from the site and have $5 deducted from your credit. To exchange a purchase, simply return it and place a new order.
Perks & Rewards
Bare Necessities doesn’t have a rewards program for shoppers. However, you can always find special values in the clearance and daily deals sections of the site.
The Importance of Getting Fitted
Your bra size frequently changes throughout your life due to things like pregnancy, weight changes, or aging. So if you’re still wearing the same bra size you wore in high school, it’s time to update your lingerie drawer.
Linda Becker, a bra expert interviewed by Wirecutter, recommends getting a bra fitting at least once every six months to a year.
According to Wirecutter, the best way to find a bra that fits is to get a professional bra fitting — not in a department store, but in one specializing in lingerie. Sizing is more art than science, with the unique shape of your breasts mattering as much as your measurements. Trained professionals familiar with their stores’ offerings can often find your ideal size without even touching a tape measure.
However, if you’re planning to shop online, you can still get an accurate fit by taking your own measurements at home.
Taking Your Measurements
A Bra That Fits recommends taking multiple measurements, including:
- Loose Underbust. Standing upright with no bra on, measure around your rib cage right below your breasts. Leave the tape loose enough that it doesn’t dig into your skin at all.
- Snug Underbust. Measure the underbust again, this time pulling the tape in about as snug as you’d like the band of your bra to be.
- Tight Underbust. Measure the underbust once more, pulling the tape as tight as you possibly can.
- Standing Bust. Still standing up with no bra on, measure loosely around the fullest part of your bust.
- Leaning Bust. Bend over at a 90-degree angle, and retake the bust measurement.
- Lying Bust. Lie down flat and measure loosely around the bust one more time.
Enter all these measurements into the bra size calculator on A Bra That Fits along with the units you’re using. Also, note which bra sizing system you plan to use — United Kingdom, American, French, standard European, Australian, or Japanese.
The calculator uses this information to find your approximate bra size. However, note that even this size is just a starting point for bra shopping. Plan to try on various bras from different brands — in this size and adjacent sizes — to find the one that fits you perfectly.
Sizing From an Existing Bra
Since even the most accurate measurements aren’t guaranteed to find your ideal bra size, many online retailers don’t bother with them at all. Instead, their fitting quizzes search for the perfect bra based on what you’re wearing now.
You begin by selecting your current bra’s size and brand, and then answer a series of questions about how it fits — for example, if the band rides up your back, the straps slide off your shoulders, or the underwire pokes into your side. After finishing the quiz, you’ll receive a curated list of bras in your suggested size to choose from.
While not flawless, this process is about as close as you can get to a real bra fitting. Having experienced both types of fittings, I can personally attest to getting just as accurate a fit by answering online quiz questions as from a professional fitting in a department store.
The algorithms these companies use are highly accurate. And even if you order and receive a bra that doesn’t fit quite right, most of them have a customer service center you can contact to get the issue rectified.
Final Word
In many ways, it’s costly to be a woman. We pay more for many products than men do just because they’re designed for and marketed to women. Fortunately, quality undergarments don’t have to be one of them.
True, some of these retailers charge a bit more for bras upfront (no pun intended) than department stores or major lingerie retailers. But by investing in quality and durability, you can save money in the long run.
And by choosing a well-made bra from an online retailer, you save yourself the hassle of a trip to the department store, the high price markups those stores often charge, and the cost of frequent replacement due to poor construction and materials. Plus, you can feel good about giving your money to companies that are woman-operated and body-positive.
