About Us
Our Story
We Believe Intimates Should Feel as Good as They Look
LuxeLift was founded on a frustration every woman knows: intimate wear that promises comfort but delivers compromise. We're here to change that — one piece at a time.
Former textile buyer turned intimate wear designer. Based in London. Mum of two. Still hasn't found a bra she didn't want to redesign — so she started a brand instead.
It Started With a Drawer Full of Bras I Hated
I spent 15 years working in fashion buying — sourcing fabrics, reviewing samples, negotiating with factories. I understood garment construction better than most. And yet, every single evening, I'd come home and rip off my bra the moment I walked through the door.
Underwire digging into my ribs. Straps leaving grooves in my shoulders. Back clasps I needed a yoga pose to reach. I owned twenty bras and genuinely liked none of them.
One evening my daughter watched me wince as I unhooked my bra after a long day and asked, "Mummy, why do you wear it if it hurts?"
I didn't have a good answer. So I decided to build one.
I didn't want to start another lingerie brand. I wanted to build the intimate wear company I wish had existed when I was searching for something — anything — that actually felt good.
Emma Hartley, Founder
Not Just a Product. A New Standard.
LuxeLift isn't a bra company. We're an intimate wear brand built on one principle: comfort is not a feature — it's the foundation.
Every piece we design starts with the same question: would a woman wear this for 14 hours and still feel good? If the answer isn't yes, it doesn't leave our studio. We don't care how beautiful it looks on a hanger if it leaves marks on your skin.
We use that philosophy across everything we make — bras, underwear, and every future piece in our collection. Thoughtful fabrics. Intelligent construction. Designs that work with your body, not against it.
Designed in London. Tested by Real Women Everywhere.
Before anything goes on our shelves, it goes through our testing programme. Not on mannequins. Not in a lab. On real women living real days.
Nurses working double shifts in Manchester. Teachers on school trip days in Birmingham. Mums in Edinburgh chasing three kids under five. Women in Leeds recovering from surgery. Office workers in London at their desks until 7pm.
We send them our pieces, ask them to live in them, and then we listen. Every stitch, every closure, every fabric choice is informed by their honest feedback — not trend reports.
What We Stand For
We're not a fast fashion brand. We don't drop 50 pieces a season. We focus on fewer styles, made better — because we'd rather you own three pieces you love than a drawer full of things you tolerate.
Comfort Is the Foundation
Not a feature. Not a bonus. The starting point. If it's not comfortable for 14 hours, it's not ready.
Every Body, Every Day
Sizes M to 5XL. Designed for real women with real lives — not sample-size models on a runway.
Fewer Pieces, Made Better
We'd rather perfect three products than rush thirty. Quality over quantity, always.
No-Risk Promise
30-day guarantee on every order. If it doesn't feel right, we make it right. No fine print.
A Note From Emma
When I started LuxeLift, people told me the intimates market was too crowded. That there was no room for another brand. But I wasn't trying to compete with Victoria's Secret or Marks & Spencer. I was trying to build something for the women those brands seemed to forget — the ones who just want to get dressed in the morning without thinking about their bra for the rest of the day.
Every email I receive from a customer who tells me she finally found something comfortable makes the late nights and early mornings worth it. This brand exists because of you — and everything we build next will be built with you in mind.
Thank you for trusting us with something so personal.
— Emma x
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