From Victoria's Secret Executive to Category Creator
The Insider's Rebellion (2016)
Michelle Cordeiro Grant had spent years inside Victoria's Secret — first in merchandising, then in marketing. She knew the industry's inner workings intimately: the markups, the marketing psychology, the gap between what the brand sold and what women actually wanted. In 2016, she left to build the brand she wished had existed.
Lively launched with a concept Grant called "leisuree" — a portmanteau of lingerie and leisure that described underwear designed to be worn beyond the bedroom. Bralettes that could peek out from a tank top. Bras that transitioned seamlessly from a workout to a coffee date. Underwear that didn't require a wardrobe change between activities.
The Leisuree Category
The leisuree concept was more than marketing language — it reflected a genuine shift in how women related to their underwear. The rise of athleisure had blurred the line between workout clothes and everyday wear. Lively extended that blur into intimates, creating pieces that lived at the intersection of lingerie, activewear, and loungewear.
The design language reflected this hybrid positioning: sporty silhouettes in lingerie fabrics, lingerie details on athletic constructions. Racerback bralettes in lace. Mesh-paneled sports bras with delicate strapping. The result was a wardrobe of intimates that worked across the multiple contexts of a modern woman's day.
Community-First Brand Building
Lively built its brand through community rather than traditional advertising. The company's ambassador program recruited real women rather than models, creating a network of brand advocates who generated authentic content and genuine word-of-mouth. Events, meetups, and community gatherings replaced traditional marketing spend.
Wacoal Acquisition (2019)
In 2019, Wacoal — the Japanese lingerie giant — acquired Lively for approximately $85 million. The acquisition paired Lively's DTC marketing expertise and millennial customer base with Wacoal's manufacturing capabilities and global distribution infrastructure. Grant continued as CEO, maintaining the brand's identity while leveraging Wacoal's resources for growth.