A new Canadian lingerie brand is preparing to launch with a focus on meeting the needs of women with breast augmentations, a market its founder says has long been overlooked.
Figiura, founded by Jessica Johnson, is set to go to market in early 2026. Johnson, based in Bowmanville, Ont., said the concept was born from her own experience struggling to find bras that properly fit her body after undergoing breast augmentation.
“For the last 15 years, I struggled to find traditional bras that fit my augmented shape,” she said in an interview. “I was really confined to sport-style bras or bralettes.”
Johnson said the idea for Figiura came after a conversation with her husband, who questioned whether other women were also having the same challenges.
“He said, ‘You can’t be the only one feeling this way and having these immense fit issues,’” she recalled.
Though Johnson came from a social work background and was running a home care agency for seniors at the time, she began reaching out to women in her community who had undergone augmentation—cosmetic, reconstructive or restorative—to gather feedback.
“I started picking the community’s brain,” she said. “What are they wearing when they get dressed in the morning?”
She said the response was overwhelming and quickly confirmed that many women shared her concerns.
“There’s wonderful brands out there focused on the mastectomy community, or on large-breasted or small-chested women,” Johnson said. “This community is being left out of the fit revolution.”
Figiura incorporated in 2022, and has since spent over two years on research and product development. The company initially began prototyping in Asia to take advantage of cost-effective manufacturing, creating custom mould presses tailored to the anatomical differences of augmented breast tissue.
“These include rounder shapes with more tissue volume in the upper quadrant, greater forward projection—even in smaller sizes—and less malleable tissue,” Johnson said.
Due to shifting tariffs, Figiura has since relocated its manufacturing to North Africa, with production now taking place in Morocco and Tunisia.
“That best aligned with our premium luxury quality,” said Johnson. “We’re going to be in select luxury retailers.”
Although the company will be ready by the 2025 holiday season, Johnson said they plan to officially enter the market in the first quarter of 2026 to avoid the crowded holiday rush and finalize distribution deals.
“We’re in early discussions with global licensee and distribution partners,” she said. “Capitalizing on that first-mover’s advantage and creating that community is something we’ve had our eye on right from the beginning.”
Figiura’s go-to-market strategy includes an omnichannel approach—direct-to-consumer sales through its online platform, clinical partnerships with plastic surgeons and breast reconstruction specialists, and retail expansion in select luxury stores across North America.
“We’re just about to close off our seed round raise,” Johnson said, adding that the funding will help ignite clinical partnerships and fuel growth.
Johnson emphasized that Figiura is more than a bra company—it’s aiming to establish a new category within lingerie. She said the brand seeks to move beyond traditional marketing approaches in favour of body-positive messaging.
“There was a line that tried to launch 20 years ago,” she said, referencing a failed attempt at a similar product. “It really just came down to how it was marketed. It was very ‘sex sells’ right up front.”
She said her brand’s approach will be different.
“It’s so important that conversations around body confidence and the way that women define that are more openly spoken about,” she said. “These women are demanding products that honour not only their bodies but their choices.”
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