While working as a Director / Senior Merchant at Victoria's Secret, Michelle Cordeiro Grant learned that the $13B lingerie category, in the US alone, was dominated by Victoria's Secret -- and was mostly based on the male gaze. So Grant set out to create a new experience and POV for the category – one she called "Leisurée" (merging the best elements of lingerie, swim and activewear) – and she launched Lively.   Lively represents a movement and a lifestyle that has helped the brand cultivate an engaged, enthusiastic community of over 140K ambassadors. Its inclusive size range and affordable price point add to the brand’s accessibility. Some exciting moments for the brand include getting acquired for over $100M, and its recent launch in Target stores nationwide.   Five years and four stores later, Lively is just getting started. I chat with Michelle about how she came up with the concept for Lively, how the men's shaving brand Harry's inspired Lively's buzzy, disruptive launch, and why she loves to "live in Beta". Lively Website: https://www.wearlively.com/ Lively Instagram: https://www.instagram.com/wearlively Michelle Cordeiro Grant Instagram: https://www.instagram.com/the_michellegrant Podcast, "No Makeup Needed": https://podcasts.apple.com/us/podcast/the-lively-podcast-no-makeup-needed Produced by Dear Media