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Data-driven retailer with a better, data-driven way to shop for bras.

News and Press

How True & Co. Modernized the Bra Shopping Experience

Racked • Dec. 9, 2016

Over five million women have helped the brand build better bras through one simple quiz.

The Best Strapless Bra, According To The Internet

Refinery29 • May 16, 2016

"Buzz" constitutes four stars and over 500 comments on True & Co.'s site. And they all mostly sing to the tune of this review, left by a customer named Jessica: "I'm not usually a fan of strapless bras, but apparently I have just never had one that fit properly!

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Blog Posts

Hate your bra? We have a solution.

February 20, 2017

Under Sydney’s Skin

February 19, 2017

How Three Women Show Off Their Second Skin

February 15, 2017

Four BBB’s Share Their Favorite Bras

February 15, 2017
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Founders / Key Team

Michelle Lam
Michelle Lam
CEO & Co-Founder

Michelle Lam is the Co-founder and CEO of online intimate apparel designer and retailer, True&Co. As the first female investor at Bain Capital Ventures, Michelle developed a passion for data-driven online retail, where she worked with multiple startups, including RentTheRunway and LinkedIn. Previously, Michelle’s background includes the Boston Consulting Group, Microsoft, and Parthenon Capital. Michelle has been names Top 40 under 40 by the SF Business Times and one of Fast Company's Most Creative People.

Beatrice Pang
Beatrice Pang
Head of Operations and Finance

Prior to joining True&Co., Beatrice was a co-founder/COO of Modewalk, which she later sold to Moda Operandi. She has been a Venture Fellow at Lightspeed Venture Partners and has extensive experience at Nokia, Microsoft, and Merrill Lynch. Beatrice received her B.A. in Economics from Colorado College and an MBA from Stanford University.