About
a new standard
Fifteen years after my breast augmentation, I was still wearing sports bras or bralettes. Nothing else fit.
I tried everything. Different brands, different sizes. The cups were always too shallow. The underwires landed in the wrong place. The center gore floated instead of sitting flat. I adjusted. I compromised. And then one day my husband asked me whether other women were dealing with the same thing.
So I started researching. Close friends first, then Quora, then Reddit. The response was always the same: dissatisfied, uncomfortable, and almost completely silent about it. Some women were embarrassed to demand more after investing in surgery. Others had simply stopped expecting anything different. They thought that this was just how bras fit now.
Women quietly assumed that their discomfort was normal, that they were the problem, and that nothing better existed.
Nothing better existed because nobody had built it. The industry wasn’t listening. There were no brands serving this segment. I spoke to an IP lawyer, waited out the expiration of the one existing patent in the space, and filed. Figiúra incorporated in 2022.
“Women were never the problem. The product simply was never designed for their anatomy.”
— Jessica Johnson, Founder
Expect Comfort
The intimates industry has made real progress. It celebrates plus-size bodies, small busts, nursing bodies, post-mastectomy bodies. That progress is genuine and it matters.
Women with breast implants were left out of it.
Not because they're rare. Not because their needs are complicated. Because the conversation around implants has stayed quiet — and because the industry assumed women with augmented anatomy could make standard bras work. No one was asking whether they actually did.
Most implant clients aren't truly fit. They're accommodated. Sized up in the cup, banded down, compromised at the center gore to get close enough. That workaround has been the standard for decades, and most women wearing it have no idea there's an alternative. They've normalized the discomfort. They've lowered the floor without realizing it.
Figiúra exists to raise it back. To have the conversation that's been missing — out loud, without apology — and to give women a bra that was actually built for them.
Comfort should be your expectation. Not your compromise.
— Jess