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Marshal Cohen of consumer-analysis firm NPD says ThirdLove's insight--pioneering cup half-sizes--is revelatory. 'You wouldn't want to buy a shoe that didn't have half-sizes. Why would you want to buy a bra without them?' says Cohen.
Inc. Magazine
Fortune
ThirdLove has also challenged the traditional sizing that is a Victoria’s Secret mainstay. By aggregating tens of thousands of real women’s measurements through its app, the company created half-cup sizes (i.e. A 1/2 , B ½, C ½), which founder Heidi Zak says has completely changed the way women buy bras.
Huffington Post
Heidi Zak is the co-founder of ThirdLove, an innovative bra and underwear brand that believes fit should come first. In addition to offering signature half-cup sizes to provide a more precise fit, ThirdLove has developed a patented mobile sizing app that empowers a woman to measure herself from home.
InStyle
This app/website is great for girls who do not want to have a traditional in-store fit experience. Snap a pic of yourself (in a tank top) with the app and voilà, find out your size... Also, the bras have half sizes to ensure a great fit.
Inc. Magazine
Few women would say shopping for a bra is a pleasant experience. That’s why Zak hopes to win customers over with an app that measures women’s bra sizes at home using just a few short questions.
Elle
An outfit has to be really, REALLY good for me to consider wearing a strapless bra, but this one might be worth it. The fit was perfect... I'd consider showing a little extra skin this summer with this one.
Star
Sporty silhouette with side elastic straps that are meant to be seen...
WSJ
Many online lingerie startups are also gaining traction by providing alternatives to Victoria’s Secret, both in terms of style and marketing... ThirdLove features models who look away from the camera, a stark contrast from Victoria’s Secret’s come-hither marketing.
Seventeen
19 actually cute bras for girls D cup and larger — because it's not just the B cups that should get all the fun!​
Teen Vogue
If you’re in the market for true 24/7 everyday underwear, look no further than Thirdlove. Their selling point is fit, even offering bras in half cup sizes, but you’ll find the perfect Goldilocks pick in their undies as well.
Fashion Times
When it comes to accessories, it's best to leave most jewelry at home (save for a pair of statement ear crawlers or a layerable gold necklace), and pack items that are a bit more functional... a travel-sized laundry bag from ThirdLove will be a necessity.
Fast Co Design
ThirdLove's philosophy page does a solid job blending the right amount of "what nerdy thing we’ve done" and "what it means for you." For example, ThirdLove’s data set gleaned from their iOS mobile fit app revealed that "50% of women sizes A-D fall in between standard cup sizes," so they developed an entirely new-to-the-category line of half-sized bras.
The Small Things Blog
The 24/7 Lace Balconette bra is my current favorite. It breathes, it’s pretty and feminine, and the shape is perfect. I also have their 24/7 Classic Push-Up Bra and I assure you it has all the perks (pun intended) of a push-up without the feeling of being pushed.
Could I Have That?
This is the bra that I can’t stop telling my best friends about. 'No, really,' I tell them, 'You have to try this bra!' Run, don’t walk, to buy this one - it’s that good.
Ivory Lane
"I am obsessed with the T-shirt Bra, and have worn it every day since I got it! It is really simple and shirts lay flat right on top of it. ThirdLove has a huge selection of beautiful bras and simple bras and so many colors to choose from!"
WWD
ThirdLove... and more are tackling the category on the Web with a direct-to-consumer spin. ThirdLove raised $13.6 million to build an app that specializes in goods that fits outside the standard sizing spectrum, with sizes such as 34 A1/2.    
InStyle
ThirdLove's 24/7 checked off all the boxes I look for in a push-up: The underwire was supportive but totally pain-free thanks to a layer of soft micro jersey (a double layer of fabric on the band gave extra security), and it's made with memory foam padding. It's perfect for a true boost!
Life & Style
For a flawless fit with maximum support, Beyoncé slips into her $68 ThirdLove 24/7 Strap Happy bra. Available in half-size cups, the brand's bras are known for their thin layers of memory foam that smooth and shape. Plus, through the company's sizing app, it's possible to find the perfect style for you from the comfort of your own home.  ...
Elle
Look your absolute finest this Sunday with the revolutionary company shaking up the underwear industry. [ThirdLove] suggests the exact perfect fit for a new bra, using new measurements and metrics from half-sizes on cups to their ‘Breast Shape Dictionary’.
People Style
Before now I have never put on a bra and then immediately forgotten I was wearing it, and I have never not pushed up my bra straps a minimum of 10 times per day. This bra managed to achieve both, something I previously deemed totally impossible.
Glamour
Thanks to beyond-gorgeous indie lingerie brands... there’s a solution for practically every NSFW summer top, skirt, and dress. Let your exhibitionist flag fly and wear ThirdLove's seamless thong and nothing else.
Betches
...Heidi has completely reinvented the way betches shop for the right bra size and sells bras that are hot AF while fitting perfectly.
Forbes
ThirdLove believes in offering customers a mobile-first shopping experience, and they made their first sale through their iOS app before they even had a shopping website, only a splash page.
Huffington Post
By accumulating data on real female body shapes, sizes and preferences, San Francisco’s ThirdLove now boasts some of the lowest shopper returns in the bra industry. The company is challenging the mammoth marketing-machine that is the bra industry.
SheKnows
Lingerie company ThirdLove has identified the seven most common breast shapes, which appear in the company's own breast shape dictionary to persuade women that it's the shape of their boobs rather than the traditional measurements taken around the chest that should dictate what type of bra they should be shopping for.
R29
This bra should be one that covers the whole breast and gives your chest shape without giving it an additional boost (unless that's your preference). ... Brands like ThirdLove, Wacoal, and Chantelle offer super-pretty styles up to sizes G and H.
Business Insider
The top 5 lingerie brands that aren't Victoria's Secret. ThirdLove has even secured a round of investment from one of Victoria's Secret's former CEOs, furthering the notion that industry veterans believe in the company.
The Zoe Report
ThirdLove's seamless thong is essential for white bottoms and form-fitting outfits.
WSJ
Many women see pregnancy as a reason to slow down. Heidi Zak’s idea of slowing down was to drop the treadmill speed at Barry’s Bootcamp to 8 miles an hour from her normal 11.
TODAY
The straps on the sides and back of this fashion-forward bra are so sexy, you won't mind it if they peek through your clothing. Like all ThirdLove bras, this style is available in full- and half-cup sizes.
Digiday
ThirdLove, another e-commerce lingerie retailer by former Aéropostale retail director Heidi Zak, has taken it a step further. The e-retailer has an iOS app that... uses a photo to measure the client’s exact measurements, even going in half sizes for bra cups.
Huffington Post
How one woman stood up to a sexist Calvin Klein billboard... Zak posted a video on YouTube in response to the ad, calling out the designer for the billboard’s offensive message about women.
Daily Mail
[Zak] added that brands have a responsibility to show that women can to more than just 'seduce' — and to that end, she created the hashtag #MoreThanMyUnderwear, encouraging other women to join in the conversation.
Racked
The CEO of a rival lingerie company, ThirdLove, is calling out Calvin Klein for the billboard's sexist message. Heidi Zak started a petition today to take the billboard down.
xo Jane
While she and her brand are familiar with featuring women in underwear, Zak maintains that there's a difference between being sexy and being sexist in marketing.
Cosmopolitan
Lingerie company ThirdLove have made it their business to study the art of boobs, and have identified that there are seven different types among women.
Buzzfeed
Some baby genius at lingerie company ThirdLove created a chart of seven boob types that most women have.
Kim's Kart
ThirdLove has re-engineered the bra. Instead of just doing industry standard cup sizes, they have half-cup sizes... they do a Fit Finder... I have three of them, and haven't worn any of my other bras since I got them.
Women's Health
If you always thought there were only two kinds of boobs—big or small—your mind is about to be blown. According to bra company ThirdLove, women have one of seven different sets of headlights.
Glamour
The team at ThirdLove shared some insight with us last summer, suggesting the best bra to buy based on the shape of your ladies and providing some handy illustrations to make identifying yours easier.
IBT
Third Love's primary aim is to allow women to measure their own bra size carefully and accurately at home and do away with the nightmare of having a stranger arching around you with a measuring tape.
Refinery29
The company is really committed to fit: for example, there are minor design differences between sizes, depending on the fit needs of a particular band number and cup letter.
GMA
ThirdLove is the new high tech way to find the right bra size! Scientists have come up with an app that takes all of the guesswork out of finding that perfect fit.
Independent
...The size guide on the ThirdLove website also takes into account the breast’s other characteristics, such as length and fullness. The illustrations on the firm’s "Breast Shape Dictionary” depict a range of breast types, and is intended to help women choose a bra that best suits her body.
Good Housekeeping
Lingerie company ThirdLove has made it their business to study the art of boobs, and have identified that there are seven different types among women.
The Guardian
The technology not only means women can avoid the awkward trip to the department store, but it stops them wearing bras that are uncomfortable and not the right fit.
TechCrunch
Behind ThirdLove’s storefront is a company working on bringing together cutting edge imaging technologies, big data analytics and logistics and supply management — a classic case of ambitious tech people trying to pool everything they know and know about to solve a hard problem.
The Doctors
"That's a pretty smart camera. I'm going to put this in my practice!" - Plastic surgeon Dr. Andrew Ordon
Hello Giggles
The measurement from the app + the specific ThirdLove bras for your size = one ridiculously comfy bra. I measure a good bra by one simple fact: Do I forget I’m completely wearing it? With this ThirdLove bra, I have.
WWD
Based on the success of that partnership [Bloomingdale's] we're in discussion with other retailers. Part of our financing will go toward making that happen, co-founder Heidi Zak, ex-Google employee that started the company with husband Dave Spector in 2012.