In creating her company Thirdlove, Heidi Zak completely reimagined women’s bras and the process of shopping for them. Zak graduated from Duke University in 2000 with a bachelor’s degree in economics. She worked at Bank of America before becoming a strategic planning manager at Aeropostale in 2007, quickly rising to become a director. In 2010 she became senior marketing manager for Google. Then, in 2012, she quit to co-found Thirdlove with lingerie designer Ra’el Cohen. Bras are normally sized on the assumption that petite women are universally small-chested and that larger women are always generously endowed, which allows stores to limit the stock they need to shelve. Thirdlove innovated a fuller range that acknowledged the variety of women’s bodies, including half-cup sizes that allowed for an even greater level of precise measurement. In addition, the company offers a mobile sizing app that allowed women to measure themselves at home and buy online, sidestepping the issue of store shelving. This allows Cohen and Zak to create bras that fit far more precisely and more comfortably than their competitors’. The company has continued to grow, offering memory foam bras and other lingerie items. Zak won the EY Entrepeneur of the Year Award in 2019. She was also included in the Fortune 40 under 40 in 2018.