b.tempt'd

b.tempt'd is a lingerie brand created by Wacoal, the Japanese intimate apparel group, to speak to a younger, more fashion-driven customer than its core Wacoal line. The brand describes itself as being about "celebrating your unique vibe, confidence, and style—a perfect mix of classic and contemporary," and positions its products as "top-notch lingerie essentials that fit your life, no matter how you live it." Its assortment centers on bras — t-shirt, wireless, bralette, lace, push-up, strapless, underwire, racerback, balconette and plunge styles — supported by matching underwear and loungewear. Signature collections and styles include Future Foundation, b.wow'd, Effortlessly Lace, Full Transparency, and It's On, with best-sellers such as the Future Foundation T-Shirt Bra and the b.wow'd Wire Free Bra typically priced in the $28–$48 range. The brand sells primarily through its own e-commerce site, shopbtemptd.com, which offers free shipping on all orders and free returns, and through retail partners in the United States. Its marketing leans on playful, body-positive language and on fit education, including a Bra Size Calculator and sister-size guidance. b.tempt'd also carries a charitable commitment: through its Fit for the Cure® events with Susan G. Komen®, it donates $5 for every person who receives a complimentary bra fitting and purchases a regular-price Wacoal or b.tempt'd bra, and the brand states it has donated more than $6.1 million to Susan G. Komen® through Fit for the Cure® and other initiatives. As a Wacoal brand, b.tempt'd benefits from the parent group's lingerie manufacturing and fit expertise while maintaining a distinct, younger identity. It competes in the accessible-to-mid lingerie segment in the United States, alongside other youth-oriented intimate apparel labels, and continues to refresh its line with seasonal collections and new bra constructions.

b.tempt'd was created by Wacoal, the Japanese intimate apparel group, as a younger-skewing lingerie label positioned below the core Wacoal brand. The brand's own About Us page frames its mission around individuality and confidence: "At b.tempt'd, we believe that embracing your individuality is the key to feeling confident and stylish. We're not just about lingerie; we're about celebrating your unique vibe, confidence, and style—a perfect mix of classic and contemporary." It adds that the brand has "been all about crafting top-notch lingerie essentials that fit your life, no matter how you live it." Over time b.tempt'd has built a broad bra assortment spanning t-shirt, wireless, bralette, lace, push-up, strapless, underwire, racerback, balconette and plunge constructions, supported by matching panties and loungewear. Several recurring collections have become brand signatures, including Future Foundation, b.wow'd, Effortlessly Lace, Full Transparency and It's On. The Future Foundation T-Shirt Bra, for example, is described on the brand's site as its "best-selling, lightweight t-shirt bra featuring ultra soft fabric with a subtle sheen," priced at $48, while the b.wow'd Wire Free Bra is another frequently featured style. The It's On Underwire Bra, an unlined lace style, has been offered at a sale price of $33.60 from $48. The brand operates a direct-to-consumer e-commerce site, shopbtemptd.com, which offers free shipping on all orders and free returns, and it also sells through retail partners in the United States. Fit education is a recurring theme: the site provides a Bra Size Calculator and explains concepts such as sister sizing to help customers find the right fit. b.tempt'd also maintains a charitable program, Fit for the Cure®, in partnership with Susan G. Komen®. According to the brand, it donates $5 to Susan G. Komen® for every person who receives a complimentary bra fitting and purchases a regular-price Wacoal or b.tempt'd bra at its Fit for the Cure® events, and through Fit for the Cure® and other initiatives it has donated more than $6.1 million to Susan G. Komen®. This program ties the brand's commercial activity to breast cancer awareness and women's health. As part of the Wacoal group, b.tempt'd continues to refresh its line with seasonal collections and new bra constructions, maintaining a distinct, youthful identity within the parent company's portfolio.

Youthful, fashion-forward lingerie at accessible price points, backed by Wacoal fit expertise.

• Future Foundation T-Shirt Bra

  Best-selling lightweight t-shirt bra with ultra soft fabric and subtle sheen; style 953281; $48.

• b.wow'd Wire Free Bra

  Wire-free bra priced at $48.

• Effortlessly Lace Underwire Bra

  Lace underwire bra priced at $48.

• Effortlessly Lace Bandeau

  Lace bandeau priced at $28.

• Full Transparency Plunge T-shirt Bra

  Plunge t-shirt bra priced at $46.

• Future Foundation Front Close Racerback Bra

  Front-close racerback bra priced at $48.

• It's On Underwire Bra

  Unlined underwire bra with eyelash lace and decorative bows; style 951296; $48, offered at $33.60.

1. 1b.tempt'd official website homepageshopbtemptd.com
2. 2About Us | b.tempt'd by Wacoalshopbtemptd.com
3. 3Future Foundation T-Shirt Bra: Rose Smoke – b.tempt'dshopbtemptd.com
4. 4It's On Underwire Bra: Cabbage – b.tempt'dshopbtemptd.com