When Jessica Miao and Chloe Beaudoin founded their teen bra startup, Apricotton, their ultimate goal was to normalize girls’ unique breast development in order to help the 90 per cent of girls who feel uncomfortable and self-conscious when wearing their first bra. In just a few months, their movement has gained over 5 million TikTok and Instagram impressions! We chatted with them to learn more. —Noa Nichol
When and why did you launch Apricotton? What niche were/are you aiming to fill?
When we were buying our first bras, it took a toll on our confidence because we struggled to find bras that fit our growing bodies. Now, 10 years later, Jessica’s sister Cindy is facing the same problem, but this time in the middle of a pandemic. When Cindy went bra shopping, she felt uncomfortable in the lingerie store and had to try on six of the smallest-sized sports bras to find only one that fit. This discomforting experience inspired us to launch Apricotton in November 2020, becoming the only bra brand globally that designs bras that grow as girls grow. We are filling the gap between cupped, underwire bras from intimidating lingerie stores and flimsy cookie-cutter sized bras from department stores, by designing bras specifically made for tween and teen girls based on their feedback of what they actually want in a bra.
What products do you currently offer, and what makes them unique?
Our bras have adjustable features that make them grow as girls grow, like removable padding, adjustable and hideable straps, and stretchy moisture-wicking fabric, so the bras last through multiple stages of puberty. Buying your first bra is a big milestone for girls, so we hand wrap all of our bras like a present and include a personalized thank you card in every order, to make getting your first bra an exciting celebration.
Digging a little deeper, what makes a “teen bra” or a “bra to grow” special/different? What was your process like, designing such a bralette?
Because our bras stretch to last through multiple stages of puberty, girls can continue to wear them for longer. This eliminates the awkward in-store buying experience and also makes girls feel more comfortable with their body changes, since they’re not constantly growing out of their bras. Beyond growing as girls grow, our bras are also designed for everyday wear for high schoolers. The moisture-wicking fabric is also very soft, so it can be worn from class to after-school sports, without having to change bras. All of our bras are also lined, so they are full coverage even without the padding, so nothing will peek through your tops. We design all of our bras ourselves. We start by getting feedback from girls and moms and base the design on the features they’re looking for. The bras go through many iterations because we want to make sure we’re making bras that will help girls feel more confident in their bodies—which means constantly getting feedback from the girls who will be wearing the bras and making sure we get every detail correct.
Who is your new Cloud Bra for, and how can it help/support them?
Our Cloud Bra is our most adjustable bra yet. You can wear the same Apricotton bra size from when you’re 9 to 20+ years old because of its innovative adjustable back band. Similar to a bra strap, all you have to do is pull on the back band and it will grow, which makes it a lot more adjustable than regular hooks.
What’s the best part of your job?
The best part of our job is being able to help thousands of girls through our Apricotton community. We started Apricotton because there were no good bra options for tweens, and it has since turned into a huge online movement. We get DMs from girls telling us about how excited they were to get their order or ask us puberty questions they don’t feel comfortable asking their parents! When we were younger, we never felt excited to go bra shopping, so to be changing the way girls feel about getting their first bra feels extremely rewarding.
Win! An Apricotton Prize Pack!
Congrats Monique S. of Collingwood, ON, who will receive an Apricotton prize pack, including a Perfect Bralette and Cloud Bra, along with the brand’s entire scrunchie collection! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadaily.ca. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.