CUUP

CUUP sells one kind of bra above all others: unlined, underwired, and often in sheer mesh, so the shape comes from the cut rather than from foam. It is an American direct-to-consumer brand, owned since 2023 by FullBeauty Brands, and its bras cost $65 to $88 on its own site in October 2026. Wired styles run from a 30 to a 50 band and from A to H cups.

Mesh, a wire and no padding

Every core CUUP style is a variation on the same idea. The brand describes its bras as unlined intimates, with "minimal, lightweight feel," and lets the fabric decide how much shows.

Its own guide to the range sets out the shapes:

• The Plunge: power mesh with a deep V neckline
• The Balconette: power mesh with a wide-set neckline
• The Scoop: a smooth stretch fabric with a rounded neckline, also sold in modal, microfiber and a botanical lace
• The Demi: a semi-opaque spacer fabric, which the brand calls its modern T-shirt bra
• The Full Coverage: double-layer mesh, a longer underwire and fuller, higher cups
• The Strapless: power mesh with straps that can be worn five ways

Newer additions include a racerback and a longline bra in mesh, and a wireless plunge in mesh or modal.

The practical point of an unlined bra is that it shows the shape of the breast underneath, nipples included, through mesh. Some women want exactly that and some want a spacer or molded cup instead. Within CUUP, the Demi is the least sheer option. The forum's breast shape calculator helps with choosing between a plunge, a scoop and a balconette, since the neckline changes where the cup sits.

CUUP sizes: 30 to 50 bands, A to H cups

The size chart splits in two. Underwired bras cover bands 30 to 50 and cups A to H. Wireless bras stop at a 42 band and a G cup, and they are sized differently: the wireless chart groups cups into letter ranges and prints DD as E, DDD as F and DDDD as G.

The brand's own count of how many sizes this adds up to has not settled. Its home page says 67 sizes. Its about page says 53, with a promise to go further. The figure a buyer needs is simpler: the band and cup on the chart.

The measuring advice is plain. Measure the underbust with a soft tape over an unlined bra or a thin top, breathe in and out so the ribcage settles, and round up when between inches. The chart does not say whether CUUP bands run firm or loose. Anyone measuring for the first time can get a starting point from the site's bra size calculator and compare it with the brand's chart.

Swim tops use a different system. A back adjuster the brand calls Slide and Set lets one swim size cover a range of measurements.

Prices on the CUUP site

Bra prices in October 2026, in dollars:

• Wireless Plunge in mesh: $65
• Racerback and Longline in mesh: $68
• Plunge in mesh: $68 to $75
• Wireless Plunge in modal, Balconette in draped satin, and Strapless: $75
• Full Coverage, Scoop in modal or microfiber, Plunge in modal: $78
• Scoop in botanical lace: $88

A lace bra and matching underwear could be built as a set for $85. Standard shipping in the US was free on orders of $75 or more, and exchanges were free. CUUP sells mainly online, through its own site; it started as a digitally native brand.

For a comparison with another American bra label, ThirdLove has its own page on this site.

Part of FullBeauty Brands since 2023

FullBeauty Brands announced in July 2023 that it was buying CUUP, and trade press described it as a digitally native intimates brand focused on hard-to-find cup sizes. The terms were not disclosed. FullBeauty, headquartered in New York City with operations in Indianapolis and El Paso, owns 15 brands, among them Woman Within, Roaman's, Avenue, ELOQUII, Swimsuits For All and Dia and Co, and describes its focus as fit and fashion for sizes 12 and above. CUUP's site now lists those labels as its sister brands.