Intimates brand Thirdlove is entering a new category as it continues to broaden its assortment.The company is launching reusable silicon nipple covers in three shades and two sizes (A-D and DD+). Designed for 15 wears and retailing at $29, the products feature perforated holes for better breathability. From start to finish, it took about three years to develop the SKUs, which will be sold online, in stores and on TikTok Shop, Thirdlove co-founders Heidi Zak and Ra’el Cohen told Modern Retail.
Thirdlove, which launched in 2014 as a direct-to-consumer lingerie brand, built its early growth around online fit tools and inclusive sizing. The brand has 60 bra sizes, including half sizes, and has gained a following around its T-shirt bra. But consumers are wearing more low-cut styles lately, and Thirdlove’s customers are increasingly searching for nipple covers online amid the rise of competitors like Cakes Body and Nippies Skin.
“While we’re known for fit, we noticed there were some outfits that we weren’t able to service with our bras,” Cohen said. “If Thirdlove’s going to be there for every moment of your life, we need to be there for that backless moment or that deep-V plunge moment, and that’s really what led us to launch the nipple covers.”
