Where 7 Hot Web Start-ups Were Born

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True&Co

Where it started: Living room

It’s tough to find a good bra. At least, Michelle Lam thought so. Before launching the online lingerie store True&Co, Lam hosted living room lingerie parties--like Tupperware parties, but for bras--in her apartment. The company has since transitioned to a real office space, but the in-home feel of those early fittings lingers: True&Co sends boxes of lingerie to customers' homes, where women can try on and select items in an intimate and comfortable setting.