Cuup
FullBeauty Brands · United States
Cuup is a US direct-to-consumer intimates brand known for bras and underwear sold in a wide range of cup and band sizes. It belongs to FullBeauty Brands, which acquired it after buying Eloquii.
| Owner | FullBeauty Brands |
|---|---|
| Country | United States |
| Segment | Lingerie, swimwear and hosiery |
| Main channel | Own online shop |
| Size range | 67 sizes (brand claim) |
| Website | shopcuup.com |
What is Cuup?
Cuup is a US-based, digitally native intimates brand. Its own website describes a catalogue of bras and underwear and quotes a size system of 67 sizes, with the unlined bra range described as covering sizes 30 to 38 in cups A to H. The brand sells mainly through its own online shop.
Products and positioning
The range on the official site covers several bra shapes and fabrications, together with underwear and a smaller offer of lounge, apparel and swim.
- Bras: scoop, plunge, balconette, full coverage, demi T-shirt, wireless plunge, strapless and racerback styles, in lace, mesh and modal options
- Underwear: highwaists, thongs, bikinis and briefs in cotton, modal, lace and mesh
- Other: lounge and apparel, swim, and multi-packs of bras and underwear
The emphasis on extended sizing places Cuup in the size-inclusive part of the intimates market, rather than in the fashion-led lingerie segment.
Ownership and business model
Industry press reported that FullBeauty Brands acquired Cuup shortly after it acquired the plus-size label Eloquii, and the Cuup website names FullBeauty Brands Operations, LLC as the holder of the Cuup trademark. The Cuup shop shares a checkout with other FullBeauty brands, including Dia & Co, Eloquii, Avenue, June and Vie, and Swimsuits For All. The site ships to the United States and offers a loyalty programme, gift cards and free exchanges.
Why it matters
Cuup is a reference point for how digitally native brands have approached fit and size range in bras, and its absorption into a larger size-inclusive retail group shows how consolidation is shaping that segment. Details such as the founding year and founders are not covered by the sources used for this profile.
Frequently asked questions
Who owns Cuup?
Cuup is part of FullBeauty Brands, which acquired it after Eloquii according to Fashion United. The Cuup website names FullBeauty Brands Operations, LLC as the trademark holder.
Where is Cuup sold?
Cuup sells mainly online through shopcuup.com and ships to the United States. The site also offers a rewards programme and gift cards.