ESLIA Launches: A Lingerie Brand for Women Aged 30-50 Addressing Body Concerns, Featuring the Debut "Minimizer Bra" to Visually Reduce Bust Size
2plus8 Co., Ltd. has launched ESLIA, a new lingerie brand targeting women aged 30-50 who are concerned about their body shape. The first product is a minimizer bra that visually reduces bust size, offered at an affordable price, combining body coverage and style, leveraging the expertise gained from the HUG.U brand.
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- 📰 Published: April 4, 2026 at 01:12
# ESLIA Launches: A Lingerie Brand for Women Aged 30-50 Addressing Body Concerns, Featuring the Debut "Minimizer Bra" to Visually Reduce Bust Size
Launched by HUG.U, a brand specializing in "Body Coverage x Fashion," in response to customer feedback. The "Minimizer Bra," which visually creates a slimmer look, will be released on April 1st.
2plus8 Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Kurei Ko) has launched ESLIA, a new lingerie brand that caters to the body changes and age-specific concerns of women aged 30-50. Sales began on April 1, 2026, through its official online store and Rakuten Ichiba official shop.
As its first offering, the brand introduces the "Minimizer Bra (bra that makes you look smaller)," designed to suppress bust volume and create a sleek appearance. Despite its affordable price, it emphasizes functionality, comfort, and ease of care, proposing everyday underwear that will satisfy customers with its comprehensive appeal.
■ Background of ESLIA's Launch
Our apparel brand, "HUG.U (Hug You)," offers numerous products with the concept of "Body Coverage x Fashion," and we receive daily inquiries from customers about various body concerns. While developing items to address these concerns, we received requests to "expand into the lingerie field with HUG.U's product quality."
To wear clothes beautifully, the foundation provided by "underwear" is essential. However, there were challenges such as high prices when seeking functionality, compromises on design, and rapid wear and tear.
Therefore, driven by the desire to "create truly necessary underwear that meets the customer's satisfaction of 'this alone is enough,'" we conducted extensive research. Based on the body-covering know-how and customer understanding cultivated with HUG.U, we launched the new brand "ESLIA."
■ Three Features of the Minimizer Bra Developed by the New Brand "ESLIA"
Just by wearing it, you'll look slimmer. It suppresses bust thickness for an ideal silhouette.
Its wide, integrated cup design efficiently distributes and holds the bust without excessive compression. The high side design and side-flow prevention panels effectively manage bulging underarm fat. We pursued an ideal silhouette that allows for a neat appearance in any outfit.
① From "Forced Compression" to "Comfortable Adjustment." Lightweight Wearability
We adopted wider straps (approximately 1.2cm width) than standard, reducing shoulder indentation and fatigue. Furthermore, we've used "4-step" hooks instead of the typical three. This gently accommodates women's unique cyclical swelling and daily body changes.
② Easy Daily Care. Safe Materials for Direct Skin Contact
The cup lining uses moisture-wicking and quick-drying mesh to thoroughly address concerns about stuffiness. Additionally, the use of stretchy antibacterial and deodorizing power net maintains a comfortable fit throughout the day while preventing odors and keeping you fresh.
③ Affordable Price to Support Daily Life, Because It's for Everyday Use
Because it's an item used daily, we focused on ease of care at home. Furthermore, despite its high quality, we've achieved an accessible price point of ¥2,999 (tax included). This makes it easy to repurchase and supports your daily body shaping.
■ First Product Lineup: Minimizer Bra
(Image: ESLIA, an innerwear brand born from HUG.U, a store that has won the Rakuten Shop of the Year for three consecutive years)
Product Name: Overwhelmingly Slimming. Minimizer Bra that Makes Your Bust Look Smaller
Price: ¥2,999 (tax included), Free Shipping
Color Options: 2 colors (Taupe Greige, Black)
Size Options: M, L, XL
Features: A bra that suppresses bust volume and achieves your best silhouette ever.
■ Reservation Sales Bonus
To celebrate the launch of "ESLIA," we are offering a special campaign price of ¥1,499 (tax included) + free shipping, which is 50% OFF the manufacturer's suggested retail price, until 23:59 on Thursday, April 23, 2026.
ESLIA Rakuten Store: Click here for campaign details
■ Company Overview
Company Name: 2plus8 Inc.
Address: 150-0001 Tokyo, Shibuya-ku, Jingumae 5-42-13
Representative: Kurei Ko
Established: January 15, 2009
Business Activities: Planning, manufacturing, and sales of women's apparel, etc.
Corporate Site: https://2plus8.co.jp/
HUG.U Official Store: https://hug-u.2plus8.co.jp/
HUG.U Rakuten Store: https://www.rakuten.co.jp/hhh-style/
ESLIA Rakuten Store: https://item.rakuten.co.jp/eslia/
■ Contact Regarding This Matter
2plus8 Inc. PR Department: Kukita
Email: eslia@2plus8.co.jp
Phone: 070-9315-5814
Launched by HUG.U, a brand specializing in "Body Coverage x Fashion," in response to customer feedback. The "Minimizer Bra," which visually creates a slimmer look, will be released on April 1st.
2plus8 Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Kurei Ko) has launched ESLIA, a new lingerie brand that caters to the body changes and age-specific concerns of women aged 30-50. Sales began on April 1, 2026, through its official online store and Rakuten Ichiba official shop.
As its first offering, the brand introduces the "Minimizer Bra (bra that makes you look smaller)," designed to suppress bust volume and create a sleek appearance. Despite its affordable price, it emphasizes functionality, comfort, and ease of care, proposing everyday underwear that will satisfy customers with its comprehensive appeal.
■ Background of ESLIA's Launch
Our apparel brand, "HUG.U (Hug You)," offers numerous products with the concept of "Body Coverage x Fashion," and we receive daily inquiries from customers about various body concerns. While developing items to address these concerns, we received requests to "expand into the lingerie field with HUG.U's product quality."
To wear clothes beautifully, the foundation provided by "underwear" is essential. However, there were challenges such as high prices when seeking functionality, compromises on design, and rapid wear and tear.
Therefore, driven by the desire to "create truly necessary underwear that meets the customer's satisfaction of 'this alone is enough,'" we conducted extensive research. Based on the body-covering know-how and customer understanding cultivated with HUG.U, we launched the new brand "ESLIA."
■ Three Features of the Minimizer Bra Developed by the New Brand "ESLIA"
Just by wearing it, you'll look slimmer. It suppresses bust thickness for an ideal silhouette.
Its wide, integrated cup design efficiently distributes and holds the bust without excessive compression. The high side design and side-flow prevention panels effectively manage bulging underarm fat. We pursued an ideal silhouette that allows for a neat appearance in any outfit.
① From "Forced Compression" to "Comfortable Adjustment." Lightweight Wearability
We adopted wider straps (approximately 1.2cm width) than standard, reducing shoulder indentation and fatigue. Furthermore, we've used "4-step" hooks instead of the typical three. This gently accommodates women's unique cyclical swelling and daily body changes.
② Easy Daily Care. Safe Materials for Direct Skin Contact
The cup lining uses moisture-wicking and quick-drying mesh to thoroughly address concerns about stuffiness. Additionally, the use of stretchy antibacterial and deodorizing power net maintains a comfortable fit throughout the day while preventing odors and keeping you fresh.
③ Affordable Price to Support Daily Life, Because It's for Everyday Use
Because it's an item used daily, we focused on ease of care at home. Furthermore, despite its high quality, we've achieved an accessible price point of ¥2,999 (tax included). This makes it easy to repurchase and supports your daily body shaping.
■ First Product Lineup: Minimizer Bra
(Image: ESLIA, an innerwear brand born from HUG.U, a store that has won the Rakuten Shop of the Year for three consecutive years)
Product Name: Overwhelmingly Slimming. Minimizer Bra that Makes Your Bust Look Smaller
Price: ¥2,999 (tax included), Free Shipping
Color Options: 2 colors (Taupe Greige, Black)
Size Options: M, L, XL
Features: A bra that suppresses bust volume and achieves your best silhouette ever.
■ Reservation Sales Bonus
To celebrate the launch of "ESLIA," we are offering a special campaign price of ¥1,499 (tax included) + free shipping, which is 50% OFF the manufacturer's suggested retail price, until 23:59 on Thursday, April 23, 2026.
ESLIA Rakuten Store: Click here for campaign details
■ Company Overview
Company Name: 2plus8 Inc.
Address: 150-0001 Tokyo, Shibuya-ku, Jingumae 5-42-13
Representative: Kurei Ko
Established: January 15, 2009
Business Activities: Planning, manufacturing, and sales of women's apparel, etc.
Corporate Site: https://2plus8.co.jp/
HUG.U Official Store: https://hug-u.2plus8.co.jp/
HUG.U Rakuten Store: https://www.rakuten.co.jp/hhh-style/
ESLIA Rakuten Store: https://item.rakuten.co.jp/eslia/
■ Contact Regarding This Matter
2plus8 Inc. PR Department: Kukita
Email: eslia@2plus8.co.jp
Phone: 070-9315-5814
FAQ
What kind of brand is ESLIA?
ESLIA is a new lingerie brand that caters to the body concerns of women aged 30-50, offering a balance of functionality and design.
What are the features of the Minimizer Bra?
It suppresses bust volume for a slimmer silhouette, while also offering comfort, ease of care, and an affordable price point.
Is there a launch campaign?
Yes, until April 23, 2026, it is offered at a 50% discount from the manufacturer's suggested retail price, ¥1,499 (tax included) with free shipping.