The pandemic accelerated the rise in e-commerce, with it bringing several direct-to-consumer (D2C) brands to the forefront. In this saturated marketplace, companies that stand out have developed brands that appeal to the heightened social awareness of consumers, choosing to champion values that transcend the confines of the products that they sell. Lively, launched in 2015 by Michelle Cordeiro Grant, as an intimate brand that brings a fresh perspective to an old industry by seeking to inspire and empower women of all shapes and sizes. Lively develops products that fuse the comfort of athleisure wear with the function of lingerie in a new space, Cordeiro Grant calls, “leisurée”.