[From HUG.U] Lingerie brand 'ESLIA' is born, catering to the body shape concerns of women in their 30s to 50s. The first release is a minimizer bra that 'makes breasts look smaller'
2plus8 Inc. has launched 'ESLIA', a new lingerie brand for women in their 30s-50s, releasing an affordable minimizer bra designed for comfort and a slimming silhouette on April 1, 2026.
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- 📰 Published: April 4, 2026 at 01:12
- 🔍 Collected: April 3, 2026 at 17:09
- 🤖 AI Analyzed: April 21, 2026 at 03:54 (418h 44m after Collected)
2plus8 Inc. (Headquarters: Shibuya-ku, Tokyo, CEO: Kokurei Ko) launched "ESLIA", a new lingerie brand that closely caters to the body shape changes and age-specific concerns of women in their 30s to 50s, starting April 1, 2026 (Wednesday) on its official online store and Rakuten Ichiba official shop.
As its first release, it introduced the "Minimizer Bra (a bra that makes breasts look smaller)" which suppresses bust volume for a neater look. Despite its affordable price, it meticulously focuses on functionality, comfort, and ease of care, offering everyday underwear that makes customers feel "I'm satisfied as long as I have this."
■ Background of the birth of "ESLIA"
In the apparel brand "HUG.U" developed by our company, which offers many products based on the concept of "body shape cover x fashion," we received various concerns about body shape from customers daily. While selling items to closely address and solve these concerns, we received requests to "develop the underwear field with HUG.U's product quality."
To wear clothes beautifully, the existence of "underwear" as a foundation is essential. However, there were issues such as higher prices when seeking functionality, having to compromise on design, or the products wearing out quickly.
Therefore, with the desire to "create truly necessary underwear that satisfies customers' feeling of 'I'm satisfied as long as I have this'," we repeated our research and launched the new brand "ESLIA" based on the body shape cover know-how cultivated at HUG.U and our understanding of customers.
■ 3 Features of the minimizer bra developed by the new brand "ESLIA"
Just by wearing it, you look slimmer. Suppresses the thickness of the chest to achieve the ideal silhouette
The wide integrated left and right cups do not forcefully crush the bust, but efficiently distribute and hold it. The high-underarm design and side-spill prevention panels shut out underarm bulges that tend to expand. We pursued an ideal silhouette that allows you to wear any clothes neatly.
① From "enduring and suppressing" to "comfortably shaping". Light comfort
Adopting a wider strap of about 1.2 cm width than the standard, it reduces digging into the shoulders and fatigue. Also, the hooks are "4-stage" instead of the typical 3-stage. It gently accommodates women's specific periodic swelling and daily body shape changes.
② Easy daily care. Reliable materials precisely because they touch the skin directly
The back of the cup uses water-absorbing and quick-drying mesh to thoroughly care for concerning stuffiness. Furthermore, by using stretchy antibacterial and odor-resistant power net, it prevents odors and maintains cleanliness while keeping a comfortable fit all day long.
③ Affordable price to support daily life, because it's used every day
Because it is something worn every day, we focused on ease of care at home. In addition, while being of high quality, it achieves an accessible regular price of 2,999 yen. It supports daily body makeup at an easily repeatable price.
■ 1st Release Product Lineup: Minimizer Bra
Product name: Overwhelmingly slimming. Makes breasts look smaller.
As its first release, it introduced the "Minimizer Bra (a bra that makes breasts look smaller)" which suppresses bust volume for a neater look. Despite its affordable price, it meticulously focuses on functionality, comfort, and ease of care, offering everyday underwear that makes customers feel "I'm satisfied as long as I have this."
■ Background of the birth of "ESLIA"
In the apparel brand "HUG.U" developed by our company, which offers many products based on the concept of "body shape cover x fashion," we received various concerns about body shape from customers daily. While selling items to closely address and solve these concerns, we received requests to "develop the underwear field with HUG.U's product quality."
To wear clothes beautifully, the existence of "underwear" as a foundation is essential. However, there were issues such as higher prices when seeking functionality, having to compromise on design, or the products wearing out quickly.
Therefore, with the desire to "create truly necessary underwear that satisfies customers' feeling of 'I'm satisfied as long as I have this'," we repeated our research and launched the new brand "ESLIA" based on the body shape cover know-how cultivated at HUG.U and our understanding of customers.
■ 3 Features of the minimizer bra developed by the new brand "ESLIA"
Just by wearing it, you look slimmer. Suppresses the thickness of the chest to achieve the ideal silhouette
The wide integrated left and right cups do not forcefully crush the bust, but efficiently distribute and hold it. The high-underarm design and side-spill prevention panels shut out underarm bulges that tend to expand. We pursued an ideal silhouette that allows you to wear any clothes neatly.
① From "enduring and suppressing" to "comfortably shaping". Light comfort
Adopting a wider strap of about 1.2 cm width than the standard, it reduces digging into the shoulders and fatigue. Also, the hooks are "4-stage" instead of the typical 3-stage. It gently accommodates women's specific periodic swelling and daily body shape changes.
② Easy daily care. Reliable materials precisely because they touch the skin directly
The back of the cup uses water-absorbing and quick-drying mesh to thoroughly care for concerning stuffiness. Furthermore, by using stretchy antibacterial and odor-resistant power net, it prevents odors and maintains cleanliness while keeping a comfortable fit all day long.
③ Affordable price to support daily life, because it's used every day
Because it is something worn every day, we focused on ease of care at home. In addition, while being of high quality, it achieves an accessible regular price of 2,999 yen. It supports daily body makeup at an easily repeatable price.
■ 1st Release Product Lineup: Minimizer Bra
Product name: Overwhelmingly slimming. Makes breasts look smaller.