Life From braless to custom bras: The online bra industry is booming (Victoria’s Secret isn’t) May 23, 2019May 24, 2019 Carly Mallenbaum, USA TODAY Comments Off on From braless to custom bras: The online bra industry is booming (Victoria’s Secret isn’t) Women are flocking online to buy bras. Why? They fit, the styles are inclusive and they aren't marketed to seducing men (unlike Victoria's Secret).