American intimates brand known for its signature 18 Hour bra and comfortable, supportive wire-free designs.
ORIGIN
United States
PRICE TIER
affordable
Founded in 1947 in Rochester, New York, as a division of the International Latex Corporation, Playtex revolutionized the intimates market by introducing manufactured sizes and pioneering national television advertising for undergarments. The brand built its legacy on accessible, highly supportive lingerie designed for everyday wear, famously introducing the Cross Your Heart bra in 1965 and the iconic 18 Hour bra in the 1970s.