Observed Signal · Jun 10, 2026 · Product Launch · Source: Modern Retail · Impact: 2/5 · Sentiment: Positive
Thirdlove Launches Reusable Silicone Nipple Covers
Thirdlove announced a product launch of reusable silicone nipple covers as it expands its intimates assortment. The covers come in three shades and two sizes (A–D and DD+), are designed for about 15 wears, retail for $29, and feature perforations for breathability. The SKUs took roughly three years to develop and will be sold via Thirdlove’s website, physical stores, wholesale partners and TikTok Shop. The move follows consumer demand surfaced through Thirdlove’s Fitting Room quiz and aims to address outfit moments (backless, deep-V) not served by existing bras. The company is also expanding activewear and highlighted recent product performance: the 2025 TempSync collection generated $1 million in its first six weeks, wireless bra sales are up double digits year-over-year, and the Minimizer Bra has driven higher-than-normal new-customer adoption. Thirdlove sells through its own stores in California and wholesale partners including Nordstrom, Amazon, Kohl’s and Belk.
D2C brand expanding product assortment and distribution (including TikTok Shop) — relevant to retail/commerce and direct-to-consumer marketing but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Thirdlove launched reusable silicone nipple covers in three shades and two sizes (A–D and DD+).
- The nipple covers are designed for approximately 15 wears, retail at $29, and include perforated holes for breathability.
- Development of the nipple-cover SKUs took about three years.
- Thirdlove will sell the nipple covers online, in its stores, wholesale channels and on TikTok Shop.
- Thirdlove reported the 2025 TempSync collection made $1 million in sales in the first six weeks and has passed 10 million lifetime orders.
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