Introducing: Redefining Beauty

We’re starting something new here at Trusst. We’re challenging the traditional perceptions of what beauty is and what it stands for. To redefine beauty means to express yourself - however it resonates to you in your life.

Trusst was founded by women who challenged the traditional stereotypes of bra design - through engineering, physics, and product design that is not typically seen in the lingerie industry. However, that passion for challenge extends further than just through design; it resonates in the way you live your life as well as the way you perceive yourself and others around you.

The fashion and apparel landscape is changing rapidly - there is so much more acceptance for change, for self-expression, and for showing up as who you really are, vs how the industry wants you to be. The traditional description of what beauty IS and what it NEEDS to be also is changing. It is no longer about appearances and looking a certain way, or wearing a specific outfit. Beauty means confidence, intelligence, doing what you love, feeling supported by those around you and feeling comfortable in your own skin. Which is why, at Trusst, we’re redefining beauty - and showcasing it through the lives of our customers. What does beauty mean to every woman? What makes her feel beautiful?

Trusst bras - with their engineered support - provide comfort to allow you to go about your day without thinking about the pain points typically caused by your bra. They allow you to focus on the things that really matter - self-expression and creativity, passion and friendship.

Denise S. - our first customer feature - found out about Trusst randomly when she walked by our storefront in Pittsburgh - she was in need of a new bra and decided to stop in. Denise is a real estate agent for Howard Hanna, a PIttsburgh-based company which has become the largest family-owned business in the United States in the field of real estate. She loves her job, works long hours, and loves that Trusst bras provide the support she needs so that she doesn’t have to think about being comfortable - she. just. is.

Hear more from our first interview:

Trusst: What does beauty mean to you?

Denise:What beauty means to me is - I know probably sounds cliche - but it is inner strength, inner confidence. Of course I’ve always been someone since I was a little girl, a girly girl. I like to have my hair done, I like to wear mother was the same way. She just passed, she was 94, and she was glamorous and loved glamour but was the most beautiful person inside. To me that’s what true beauty is - when it shines through from within. When you’re able to share that with other people and make them feel beautiful.



Trusst: What does being comfortable mean to you and your life?

Denise: When your bra’s not poking you!! (laughs) Comfort is a lot of different things. Comfort isn’t just a physical feeling - you know, everyone likes to be warm and cozy - like that coat feels so comfortable - and you know, that’s all great. And again, clothing that doesn’t feel like it’s wearing you, clothing that looks good but feels comfortable. I’m not somebody who’s going to run around in athleisure wear, that’s just not me. What I’m wearing now, I want it to be comfortable. I work a lot of hours, so I have to feel comfortable. But again - taking it to beyond a physical level, I think feeling comfortable in your own skin is really important. I think nowadays, society is recognizing and embracing women who aren’t the stereotypical size 4 or size 6, and I think that the industry - the fashion industry - as well as society in general, is realizing that, and embracing that. And celebrating those women. And to me that’s fantastic. Because I think it was a whole market that for a very long time was forgotten or just pushed in the corner, so for me it’s good for people to feel comfortable in their skin and celebrate who they are no matter their size, their shape, their color, their ethnicity - to me that’s what comfort is.

Denise adds at the end that she’s a huge fan of Trusst (we love to hear that!) and that she owns every bra. Her favorite? The Naomi - she loves the versatility and comfort she gets from this style. 

We will continue to share stories of other women like Denise who are redefining beauty. And we welcome you to share yours as well! Email us at or share photos and tag us with #trusststories and #redefiningbeauty and we’ll feature you in an upcoming blog post.

Thanks for all of YOUR support of our brand and mission - we wouldn’t be here without you.


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