Struggling to find the perfect intimate wear for small-chested women?

Discover how Jaclyn Fu and Lia Winograd’s innovative brand, Pepper, is changing the game.

Learn how their unique brand strategy is helping them cater to your specific needs and empowering women with stylish, comfortable products!

Products by Women
Products by Women Journal
6 min readMay 16, 2023


In today’s competitive market, a strong online presence and a well-defined brand strategy are crucial for success. In this article, we will be conducting an in-depth analysis of Pepper. We will examine various aspects of their online presence, including website design, content, branding, and areas of improvement. By exploring these elements, we aim to provide valuable insights into what makes Pepper stand out in the market and identify opportunities for further growth and development. Join us as we delve into the world of Pepper and uncover the secrets behind their success.

Interesting Facts:

  1. Founders: Pepper was founded by Jaclyn Fu and Lia Winograd in 2017. The duo started the company after realizing the need for better-fitting bras specifically designed for small-chested women. Their shared mission has led them to create a brand that addresses this underserved market.
  2. Successful Kickstarter Campaign: In April 2017, Pepper launched a Kickstarter campaign to raise funds for their first bra line. The campaign was a massive success, raising over $47,000 from over 950 backers, far exceeding their initial goal of $10,000.
  3. Notable Investors: Pepper has attracted investment from a variety of sources, including Precursor Ventures, FJ Labs, and Entrepreneurs Roundtable Accelerator. These investments have helped fuel the brand’s growth and expansion, enabling them to cater to the unique needs of their target market.
  4. Accelerator Program: In 2018, Pepper participated in the Entrepreneurs Roundtable Accelerator program, a New York-based startup accelerator that provides mentorship, funding, and resources to help promising companies scale and succeed.
  5. Media Recognition: Pepper has been featured in various media outlets, including Forbes, BuzzFeed, and Fast Company. This recognition has helped raise awareness about the brand and its mission to serve small-chested women with comfortable and stylish intimate wear.
  6. Strong Online Presence: Pepper has a significant online presence, with thousands of followers on social media platforms such as Instagram, Facebook, and Twitter. This presence allows the brand to connect with its target audience, share updates, and promote its products effectively.
  7. Commitment to Sustainability: Pepper is dedicated to sustainability, opting for eco-friendly packaging materials and utilizing recycled fabrics in some of their products. This commitment to environmental responsibility sets them apart from other intimate wear brands and resonates with their customer base.

Expanding Sizing Education and Awareness: One unique aspect of Pepper is its commitment to educating consumers about the nuances of bra sizing and fit, specifically for small-chested women. Many women struggle to find the right bra size due to a lack of understanding of proper fit and the misconception that cup size is the only determining factor. Pepper addresses this issue by offering educational resources and a detailed sizing guide on their website, which helps women find their perfect fit with confidence. By doing so, Pepper not only caters to the needs of small-chested women but also raises awareness about the importance of proper sizing and fit in the intimate wear industry. This approach distinguishes Pepper from other brands and demonstrates their dedication to empowering their target audience through education and information.

What are they doing well:

  1. Niche Market Focus: Pepper successfully targets a niche market by catering specifically to small-chested women. This focus allows them to provide tailored products that address the unique needs of their target audience, setting them apart from other brands in the intimate wear industry.
  2. Personalized Sizing Guidance: Pepper’s website offers detailed sizing guides and fit tips to help customers find the perfect fit. This personalized guidance enhances the shopping experience and demonstrates the brand’s commitment to addressing the specific needs of small-chested women.
  3. Engaging Visuals: The website features high-quality images and visuals that effectively showcase their products and communicate their brand identity. The appealing imagery helps create a connection with their target audience and reinforces the brand’s commitment to style and quality.
  4. Clear Messaging and User-Friendly Design: The website copy is concise, clear, and informative, which makes it easy for users to understand the brand’s values and the benefits of their products. The clean and minimalistic design, combined with the use of headings and subheadings, ensures a user-friendly experience and easy navigation.
  5. Consistent Branding: Pepper maintains consistent branding elements, such as logo, color scheme, typography, and imagery, throughout the website. This consistency helps establish a strong brand identity and makes the brand easily recognizable.
  6. Effective Call-to-Action (CTA) Buttons: The website includes well-placed and clearly visible CTA buttons that encourage users to explore their products, find their perfect fit, and make a purchase. These CTAs contribute to a seamless shopping experience and drive conversions.
  7. Positive Customer Reviews: Many customers have praised Pepper for its comfortable and stylish products, attentive customer service, and the confidence they feel when wearing their bras. These positive reviews attest to the brand’s dedication to addressing the unique needs of small-chested women and providing an exceptional customer experience.

The following areas for further growth and enhancement have been identified for Pepper:

  1. Strengthening Customer Support: While Pepper’s customer service has received praise, there is always room to elevate the experience further. By providing prompt responses, comprehensive help resources, and proactive communication, Pepper can create an even more satisfying customer experience and reinforce brand loyalty.
  2. Refining Fit Consistency: Some customers have noted variations in sizing and fit across different styles. By continuously working on improving sizing standardization and ensuring greater consistency in fit, Pepper can cater to the unique needs of small-chested women even more effectively.
  3. Broadening Product Offerings: Pepper has successfully catered to small-chested women, but there is potential to expand their product range. By introducing new styles, sizes, and designs that accommodate a variety of preferences and body types, Pepper can reach an even broader customer base and increase its market share.
  4. Streamlining Returns and Exchanges: While Pepper has a returns policy in place, enhancing the process by providing more accessible instructions, prepaid return labels, and timely refunds can further improve customer satisfaction and encourage repeat purchases.
  5. Investing in Product Durability: Although Pepper’s products have been generally well-received, there is an opportunity to enhance durability and quality further. By using premium materials and reinforcing product construction, Pepper can ensure their products consistently meet and exceed customer expectations, resulting in increased satisfaction and positive word-of-mouth.

By focusing on these growth opportunities, Pepper can continue to enhance its customer experience, strengthen brand loyalty, and solidify its position as a leading intimate wear brand for small-chested women. The brand can leverage these constructive insights to empower their target audience even more effectively and deliver a truly exceptional experience.

In conclusion, our analysis of Pepper’s online presence and brand strategy has provided valuable insights into their success within the intimate wear market catering to small-chested women.

Key takeaways and learnings from our examination include:

  1. Focusing on a niche market allows brands to cater to the unique needs of a specific demographic, setting them apart from competitors.
  2. A well-designed website with a clean and minimalistic aesthetic enhances user experience and effectively communicates the brand’s identity.
  3. Consistency in branding elements, such as logo, color scheme, typography, and imagery, strengthens brand recognition.
  4. Engaging content, such as blog posts, videos, and customer testimonials, can deepen the connection with the audience and showcase the brand’s story.

We hope you found this information insightful and beneficial for your own brand development. At Products by Women, we specialize in helping small brands take their products from 0 to 1 in every form, from research to building a comprehensive strategy. If you are interested in a similar analysis for your brand or have any questions, please feel free to reach out to us at Our team of experts would be more than happy to help you evaluate and enhance your brand strategy and online presence, empowering you to achieve greater success in today’s competitive market.



Products by Women
Products by Women Journal

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