From its earliest days, back in 2011, Adore Me was built as a technology-first company. Personalization, analytics, and data-driven insights are embedded into every part of the business. Technology isn’t just support, it is the backbone of the brand. Leveraging advanced algorithms, personalization, and direct-to-consumer channels, Adore Me quickly became one of the fastest-growing DTC lingerie brands in the U.S, with offices in New York, Paris, and Bucharest.

The company has always prioritized body positivity, extended sizing, and equitable fashion practices. In 2022, Adore Me became the first Certified B Corporation intimate apparel brand in the U.S., recognized for inclusiveness, equitability, and building a regenerative economy.

Victoria’s Secret & Co. acquired Adore Me in December 2023, recognizing the strength of its digital commerce expertise and proprietary technology. The acquisition marked a strategic step in accelerating the group’s digital transformation while allowing Adore Me to continue operating with its innovation-first culture. As highlighted in Victoria’s Secret & Co.'s press release, the move created “the opportunity to leverage Adore Me’s expertise and technology to continue to improve the Victoria’s Secret and PINK customer shopping experience and accelerate the modernization of VS&Co’s digital platform.”