Before founding ThirdLove, Heidi Zak hated shopping for bras: the time spent, the lack of fit options, the discomfort of letting a store clerk or a cold-handed robot do the measuring. If she was lucky enough to find a bra that fit, it would fall apart after just a few washes. Realizing there must be a better way to find a great fitting bra, she set out to make bra shopping easier. Instead of driving to the mall or making a papier-mâché cast, customers can shop the website, or use the convenient iPhone app to get measured and shop from the comfort of home. "The shopping experience was painless, and I would both use the app again and recommend it to my mother and sister," NYMag.com's Erica Schwiegershausen reported upon giving it a spin.

Once they know their fit, women can confidently shop the extensive assortment of European-inspired balconet, push-up, strapless, demi, and plunge numbers in a wide range of colors and styles. Every bra is designed with the customer in mind, from special details like foam-padded and scratch-free closures to pretty lace trims. They can even pair them with a panties and daywear for a lingerie ensemble that's both cute and structurally sound.