Cuup Is Having a Rare Sale on Its Best-Selling Minimalist Swimwear

UPDATE—May 24, 2022: Great news! Through May 30, Cuup is having a rare swim sale, with markdowns on popular top and bottom styles like the Scoop Swim Top and Highwaist Swim Bottom in gorgeous limited-edition hues—think deep berry, tangerine, and cobalt blue. 

The sale is a tiered one, meaning shoppers can take $50 off purchases over $200, or $75 off purchases greater than $300.  With beach days right around the corner, there’s no better time to spruce up your swim collection with some new pieces. Sizes are already flying off the virtual shelves, so move quickly if you want to cop a little Cuup. 

Shopped ’til you dropped, but still want more? You’re in luck: Score all the best Memorial Day sales  of 2022 across the biggest retailers across fashion, beauty, mattresses, and home and tech. 

ORIGINAL STORY—October 7, 2020: Anything can happen over Zoom these days—bra fittings included. It seems counterintuitive to the process, but that’s exactly what we set to find out with our Cuup review. Let’s face it: In-person bra fittings are le worst. You often get poked and prodded in a cramped dressing room with poor lighting and hardly any privacy, and it all happens so fast. Could an online fitting actually work? 

Which brings us back to Cuup, a lingerie brand known for its virtual fitting process, high-performance fabrics, and minimal but supportive silhouettes. The visual appeal is real and, like many of the lingerie startups millennials love to shop, Cuup bills itself as a company on a mission to “redefine the way women look and feel in their underwear.” 

It does that, in part, by prioritizing fit and quality, but also by listening to customers and their needs. For potential shoppers, Cuup offers free 20-minute virtual fitting with a bra expert. These consultants have been trained to use Zoom to hold bra fittings since the brand launched in 2018, making Cuup one of the O.G.s in this space since way before the pandemic. The way it works: An expert first asks you about what size you’ve been wearing, what your preferred bra styles are, and whether or not you’ve had a bra fitting before. After a little heart-to-heart—which feels intimate and personal (but not uncomfortable)—your expert walks you through the steps of measuring your own bust and band. Based on these numbers, you get two bra-size recommendations, which can then help inform what kind of bra you purchase.

And if you’re anything like us, you already want to add Cuup’s entire line to cart. Its lingerie appears to hit a sweet spot: cute, supportive styles; affordable prices: and just enough options to choose from that you don’t feel overwhelmed. To date, the brand sells only five bra styles, each at $68 and in sizes ranging from 30A to 38H. They’re everyday undies “that support and shape without excess materials,” and if you look at the construction, there’s no foam or padding to be found—just lightweight support thanks to Cuup’s signature mesh fabric and flexible underwire. 

It’s the perfect comfort-first option for these pandemic times. So, with our curiosity piqued, we scheduled five virtual fittings to get a firsthand experience of the process—and to see if the brand’s barely-there-but-everywhere styles would actually live up to the hype. Read our honest thoughts about the brand’s virtual fitting process, and our full Cuup review, below.

Shanna Shipin, commerce editor

How was the virtual fitting experience? How does it compare to an in-person fitting? I loved it! The fitting expert was so knowledgeable and could pass for a body affirmation guru—I want her to give me pep talks every morning. In-store fittings are normally so quick and impersonal; I actually much preferred the longer format where the fitter really gets to know your breast shape and preferences. 

What was your recommended size? Was it different from what you usually get? I was recommended a 32C, which is my normal size. 

What bras and undies did you order? She said I have “natural” shaped boobs (which I call little ski slopes) and recommended The Balconette, as it’s shaped to hold breasts that are fuller at the bottom. I had to get it in Leopard since I’ve been eyeing it on IG for forever. I also got The Plunge in a dreamy Espresso. I’ve been wearing undies with more coverage these days, so tried The Bikini (in Leopard) and The Brief (in Espresso). They’re so soft and comfy, and they lay pretty flat—but you may have a VPL (if that’s something you care about). 

What are your thoughts on the bras’ fit, quality, and design? The bras are like bralettes with underwire—they’re so comfy but still manage to provide coverage (except for the sheer part) and shape. They’re perfect for quarantine living and nights out when those become a thing again. Both fit me to a T, but I prefer The Balconette over The Plunge—there’s just the slightest bit of give at the top of The Plunge for me. 

Would you do a virtual bra fitting again? Definitely—but unless my boobs change in size, I don’t think I need to! 

Lindsay Schallon, former senior beauty editor

How was the virtual fitting experience? How does it compare to an in-person fitting? Consider this my petition for all bra fittings to be virtual. I’m not particularly shy about my body around professionals—it’s their job to get hands-on. (In public is a different story.) But over the Zoom app on my phone, I didn’t have to worry about awkwardly standing in front of a mirror with garbage lighting while someone poked and prodded at my boobs. The woman who did my consultation was still professional and thorough. I explained over the camera that my biggest issues with bras are support and spillage, and how I always end up either with a bra that fits in the band but is too small in the cup, or it’s right in the cup but the underwire digs into my sides. You know, classic big-boob problems!

What was your recommended size? Was it different from what you usually get? Usually I’m a 36G, but I’ve put on a little weight in quarantine, so I had a feeling I might need to size up. I was right. After chatting through an assessment of my most comfortable bra, we both agreed the band fit pretty well but I was spilling out of my cup slightly. She suggested I try 36H and order a 38G as a backup.

What bras and undies did you order? Because support is the most important thing for me, I went the classic route with The Demi, the most full-coverage option Cuup has. And since I wasn’t sure which of the two bras would fit, I got black in both—just in case. For undies, I’ve always been a thong girl, but a word of warning: Cuup’s thongs run a little small. The XL (the biggest size they come in and my usual size) is a bit snug on me.

What are your thoughts on the bras’ fit, quality, and design? I am shocked—shocked!—by how much I love these bras. Maybe because up until a year or two ago, I always shopped at a certain mall brand for bras and thought foam padding was necessary if you had big boobs—like it somehow shaped your boobs and helped hold them in better. Clearly, I was misinformed, because the design of this bra is so comfortable and still supportive. The fabric is like a thick, springy mesh that’s sheer but not see-through (Cuup calls it spacer fabric). The underwire and cups give some shape, but not so much that I feel squeezed in. The one thing I found a little tough at first was the band. The 36 was pretty tight, which I think is intentional because it does loosen a little with wear. Even still, I’ve been finding myself wanting to wear the 38G more because it doesn’t cut into my rib cage as much. The other downside is that the Demi only comes in three colors (black, taupe, and blush). I love the fun patterns and bright colors some of the other styles come in—please expand them to all the styles, Cuup!

Would you do a virtual bra fitting again? Yes! It was so easy. Just make sure you have the right kind of tape measure on hand.

Erin Parker, former commerce writer

How was the virtual fitting experience? How does it compare to an in-person fitting? My virtual fitting was easy-breezy. The fitting expert was super cool and informative, and I found out I might have been wearing the wrong bra size for quite some time now. I haven’t had a proper fitting in years, so life in quarantine was the perfect opportunity to get it settled once and for all, right from my WFH station.

What was your recommended size? Was it different from what you usually get? Based on my measurements, she actually recommended one cup size larger than I usually wear. I got one bra in my regular size and I sized up for the other, and both fit fine!

What bras and undies did you order? The granny panty resurgence isn’t slowing down, and after seeing countless chic Instagram posts featuring high-waist undies that feel current and not frumpy, I decided to try The Highwaist and The Balconette, both in Leopard. The set brings a fun retro vibe that’s cute enough to wear around the house but full-coverage enough to consider for a thirst trap. My second pick was The Plunge and The Thong in Citrine, the electric yellow hue that will infuse your top drawer with a dose of vitality when we all feel more or less dead inside. Leave it to some matching bras and undies to convince you that you have your life together even though you don’t!

What are your thoughts on the bras’ fit, quality, and design? I give Cuup an A++ for design, but no surprise there. I’ve been watching the brand since it launched, and the aesthetic has always stood out in comparison to competitors in the lingerie space. I really love the material too—it’s super soft and cozy, but it feels durable, like it will last a while. The band is a bit constricting, but based on the site, it sounds like they’re designed to start off extra snug to ensure long-lasting support, and you’ll experience some once you wear it a few times.

Would you do a virtual bra fitting again? Totally!

Bella Cacciatore, beauty writer

How was the virtual fitting experience? How does it compare to an in-person fitting? I was lucky enough to be fitted at Cuup last year and have since abandoned every bra I own in favor of the brand’s balconette style. I wanted to try some of its plunge styles and was curious if they would fit the same, so a virtual fitting was a perfect solution. Tania, the fitter who helped me, was so lovely, and she made the possibly awkward experience fun and easy, like talking to a friend. It was much less invasive than an in-person bra fitting—all measurements are done over the shirt, no one is adjusting your boobs but you—so if you’re shy, it’s a perfect solution.

What was your recommended size? Was it different from what you usually get?
My virtual fitting was just as accurate as an in-person fitting. I got the same sizes I was recommended in person: 32D and 30E. Even though I was told I could fit an E cup last time, it was still a little shocking to hear—I definitely have a lot of boobage, but that feels significant.

What bras and undies did you order? 
For experiment’s sake, I got The Plunge in Moss in a 32D (my usual size) and The Triangle in Blush in a 30E, as Tania said that style would be better with a little more room in the cup versus the band.

What are your thoughts on the bras’ fit, quality, and design?
The bras I ordered are just as beautiful as the ones I already have and love. The Plunge is definitely my favorite style—the green color is so stunning, and the fit is perfect. It looks super sexy and chic on, and I feel really supported without adding any bulk. I think this style actually replaces The Balconette as my go-to, since I feel a little more secure and comfortable in it. The Triangle is a little more of an everyday bra, so it’s not as exciting to look at, but it fits nicely and has great support. I think it will be a good option under itchy sweaters this winter and anytime I want a little more nip coverage. I also got The Bikini undies to match both, and I couldn’t be happier with them. I’m a Cuup girl for life.

Would you do a virtual bra fitting again? 💯. 

Talia Abbas, commerce writer

How was the virtual fitting experience? How does it compare to an in-person fitting? Good vibes only! Nearly every in-person fitting I’ve had so far has been rushed and weirdly formal—and though I was definitely shy at first, Tania, the fitting expert, was kind, patient, and reassuring. She gave detailed instructions on how to measure my bust and band with a string and ruler (definitely not ideal, IMO, but she made it work!).

What was your recommended size? Was it different from what you usually get? Tania recommended a 32B and 32C. I typically wear a 32B—which I found out last year in an in-person bra fitting actually—so for her to recommend a cup size bigger was low-key giving me an identity crisis because I never thought of myself as someone with a C-cup. I decided to order both sizes because I was curious to see which would fit me better.

What bras and undies did you order? 
I want my lingerie to make me feel excited and put-together, so I ordered two matching sets: The Balconette and The Plunge in Citrine and Leopard. The more sensible choice would’ve probably been to get something darker, like the mossy green or the rich chocolate brown. But yellow is my happy color, so here we are. Leopard print is also my kind of neutral, and I had made up my mind before the fitting that the leopard print set had to be mine. I picked matching bottoms in two different styles—The Bikini and The Highwaist. I hardly ever wear granny panties, but I was curious to venture into new territory.

What are your thoughts on the bras’ fit, quality, and design? You know the feeling when everything falls into place? That’s how I felt trying on the bras. The 32B fits perfectly—the shoulder straps don’t dig, the cups are just large enough, and the band is perfect for my petite frame. The 32C, as anticipated, runs looser, but not so much that it warrants a return. It’s great for days when my breasts feel heavier and need more support. Design-wise, I’m obsessed with the two bras I chose. I’ve never been a T-shirt-bra kind of girl to begin with, and Cuup’s mesh styles tick off everything I look for in an everyday bra: lightweight support, comfort, and a touch of playfulness. I can’t believe I’m actually saying this, but they fit so great that I’ve actually been enjoying wearing bras again. 

Would you do a virtual bra fitting again? I would—and next time I’d make sure to have tailor’s tape on me!