Apricotton is Transforming Bra Shopping into a Comfortable Experience While Fostering a Movement

Apricotton, a Toronto-based startup founded by Jess Miao and Chloe Beaudoin, has had a transformative year filled with significant achievements and challenges. Specializing in bras for tweens and teens, the company is on a trajectory of growth marked by a surge in sales, five upcoming product launches, and plans to expand to Amazon. The brand's mission centers on making bra shopping less awkward for young girls, promoting body positivity, and supporting them during the often-embarrassing phase of puberty.

The origins of Apricotton trace back to a school project at Western University's Ivey Business School, where Miao and Beaudoin transformed a concept for a "fake" business into a viable company. Their product range includes sizes from AA to DD, aiming to normalize the experiences of growing bodies and alleviate the confusion surrounding puberty. Miao recalls her own struggles during adolescence, feeling embarrassed about wearing a bra, and has since been motivated by her experience in helping her sister search for bras that effectively fit. This drive was instrumental in the creation of the brand, which was officially launched in 2020.

Over the past year, Apricotton has garnered a following of nearly 200,000 on TikTok and Instagram, fostering an open dialogue about puberty, bras, and body confidence. Miao takes pride in her growth as an entrepreneur and her commitment to helping others navigate the challenges of this developmental stage.

However, the journey hasn’t been without obstacles. Early in 2025, Apricotton faced a temporary TikTok blackout that disrupted one of its primary sales channels. Miao expressed concern as much of the brand’s sales stemmed from organic traffic through the platform. Additionally, looming threats of U.S. tariffs jeopardized the company’s plans for expansion into that market. Nevertheless, the team quickly adapted by establishing a U.S. fulfillment center, ultimately allowing them to serve customers more efficiently.

A pivotal moment for Apricotton came with their appearance on the popular television program Dragon’s Den. While the pitch was recorded well in advance, it aired in January, resulting in a viral TikTok clip that amassed over 2.6 million views. The exposure translated to a surge in followers and sales, boosting the brand’s credibility significantly.

While celebrating these successes, Miao acknowledged the challenges of securing funding, particularly for women-led ventures. She expressed the need for better access to capital for female entrepreneurs. Nevertheless, support from the Accelerator Centre in Waterloo has provided invaluable mentorship and resources for the growth of Apricotton.

Looking ahead, the company is set for further expansion, with plans for multiple new product launches and an intensified focus on the U.S. market. The anticipated move into New York City represents a critical step in making age-appropriate bras more accessible for young girls, addressing a market gap that often leaves them underserved.

Reflecting on her journey, Miao shared a heartfelt personal story about her sister, who has now become a model for Apricotton, symbolizing the transformation from shyness around bra shopping to pride in wearing the brand. This narrative reflects Apricotton’s broader mission to empower girls across Canada, the U.S., and Europe and to cultivate a supportive community.