This article, written by Kate Taylor, Founder of Evenly, was originally published in the October 2025 'Handle With Care' edition of Underlines magazine.
The Silent Norm We Don’t Talk About
As lingerie professionals, none of us need convincing that breast asymmetry is common - we see it in the fitting room every single day. It’s so routine we barely bat an eyelid, often reaching instinctively for a stretchy-cup bra to minimise the gaping rather than truly support the difference. And that’s despite the fact that many women with asymmetry never even make it through the fitting room door, too anxious or embarrassed to be seen.
To us in the trade, it’s an ordinary part of bra fitting. But to the women living with it, breast asymmetry is still shrouded in secrecy and stigma. Too often, they feel like they’re the only ones - struggling in silence with something we know to be entirely normal.
I founded Evenly after years of my own frustrations with breast asymmetry and the endless struggle to find a bra that truly fit. Having never worked in the lingerie industry before, I assumed I was outside the norm. In reality, my experience was incredibly common, but at the time it felt isolating. That’s why I created Evenly: to normalise the conversation around asymmetry and to provide simple, supportive tools that make a real difference.
Our Bra Balancers™ are discreet silicone bra inserts that perfectly balance both the weight and appearance of the breasts, while our Subtle Shapers™ offer a lighter option that provides subtle fullness and texture smoothing. Importantly, they are not a one-size-fits-all fix, with an inclusive range of 17 different sizes to accommodate both different bra sizes and different degrees of asymmetry.
Together with our growing community, our mission is to show women that their bodies are not the problem - and that the right support can transform not just a bra fitting, but daily comfort and confidence.
And this is where it matters for us as lingerie professionals. What felt isolating to me is the same frustration experienced by millions of women - customers who often leave stores empty-handed, convinced there’s nothing that can help them. A 2021 survey of 1,200 women found that 38% - more than a third - said they couldn’t get adequate bra fit or support because of their breast asymmetry. That’s not a niche concern: it’s a significant barrier for a huge proportion of our potential customers.
Ignoring asymmetry means lost sales, disappointed customers, and missed opportunities. Addressing it, on the other hand, opens the door to true inclusivity, stronger loyalty, and real business growth.
Why Asymmetry Happens
Sometimes asymmetry stems from surgery, such as breast cancer treatment, or from congenital differences like Poland Syndrome. But most often it’s the natural stages of life that shape our bodies: puberty, breastfeeding, hormonal changes, weight fluctuation, menopause. Breasts are dynamic, responding to life’s transitions - which means they are rarely identical for long.
And if we step back, why should we expect them to be? Our bodies are full of quirks. One hand is bigger than the other. Our feet aren’t exactly the same size. Our faces aren’t perfectly even. Breasts are no different - except that, unlike mismatched feet, they’re tied up with femininity, sexuality, and self-image.
The problem is not asymmetry itself, but how it has been framed. For decades, lingerie advertising has sold an image of flawless, identical busts, leaving many women to believe their natural shape is abnormal. Instead of celebrating variation, we’ve perpetuated a vision of uniform perfection that doesn’t exist.
The Impacts Are Real
Asymmetry is not just a cosmetic detail - it has profound effects.
Physically, a bra designed for identical breasts distributes weight unevenly when one side is larger. The result can be one cup gaping, the other overflowing, and pressure concentrated on one shoulder. Over time, this imbalance can cause pain, poor posture, and in extreme cases even medical complications. One customer told us she eventually required spinal surgery to correct the effects of years of uneven support.
Psychologically, the toll is equally heavy. Studies show that breast asymmetry can undermine body image and self-esteem, leaving women feeling less feminine or confident. Many avoid bra fittings altogether, worried they’ll be judged or stared at. Those who do pluck up the courage often find the experience dispiriting. Instead of being free to browse and choose the bras they love, they may be steered toward a narrow selection of styles designed to “disguise” the difference. Some are handed discarded foam padding from other garments, told to “make do.” Others are offered cleavage-enhancing chicken fillets - which lift the breast and create a more lopsided neckline. In some cases, women are directed toward full breast cancer prosthetics: expensive, stigmatised products that can feel wholly inappropriate, especially for young girls or women who haven’t undergone treatment. Far from feeling supported, these experiences reinforce the idea that their bodies are abnormal and that there are no solutions truly designed for them.
The ripple effects touch everyday life. Women tell us they avoid swimming with their children, worried about being exposed in swimwear. Others avoid dating, too anxious to reveal their bodies. Some skip the wedding dress they dreamed of because they fear their unevenness will be too visible. These are not trivial inconveniences; they are significant quality-of-life barriers.
And the tragedy is that often, a simple, supportive solution is all that’s needed.
Breaking the “Taboob”
At Evenly, we’ve seen firsthand how transformative it is when women are given permission to talk about asymmetry - and the tools to address it. Our community, cheekily named “The Uneven Titty Committee,” is filled with stories of relief, joy, and empowerment. Women share their fittings, their clothing triumphs, and the confidence they regain when they realise they’re far from alone.
Mainstream media is also beginning to open the conversation. Earlier this year, The Drew Barrymore Show featured bra fittings using Evenly inserts. Millions of viewers saw two women - one with natural asymmetry, one post-cancer treatment - transformed when their bras finally fit as intended. Even co-host Valerie Bertinelli admitted she’d been padding her bra with an old shoulder pad for decades; she left the studio with an Evenly insert instead. It was light-hearted, yes, but the impact was profound: the segment sparked conversations across America, with many women expressing relief that someone was finally talking about this.
The takeaway? Women are ready to embrace this conversation. Now the lingerie industry needs to meet them there.
An Untapped Opportunity for Retailers
For retailers and brands, the commercial case is clear. If around one in three women has a fit-disrupting size difference, that represents a huge segment of potential customers who may otherwise leave empty-handed.
When you provide an asymmetry solution, the results are immediate:
- Recapture lost sales. Shoppers who might have walked away can now buy.
- Increase basket size. A woman who finally gets balance won’t just buy one bra; she’ll often buy several, and add swimwear too.
- Reduce returns. A bra that fits properly is less likely to be returned.
- Boost loyalty. Solve a long-standing pain point and you gain a customer for life.
- Strengthen your reputation. Being the store that understands real bodies sets you apart.
We’ve seen this in action through our partnerships. At our Bravissimo pop-up events, women travelled long distances for the promise of an asymmetry solution. Many who had avoided certain styles for years left with multiple bras and bikinis, delighted to finally shop without compromise. Fitters told us how empowering it was to finally have the right tools for these fittings.
Our network of close to 100 independent boutiques worldwide reports the same pattern: women who had been dreading fittings are now loyal customers, and staff feel proud to deliver solutions rather than apologies - a transformation we also see echoed in our partnerships with inclusive brands like AnaOno in the US and Royce Lingerie in the UK. In fact, AnaOno now sells hundreds of Evenly Bra Balancers™ and Subtle Shapers™ every month and those numbers are steadily climbing. That steady, organic demand is a clear sign of just how many women are actively looking for answers, and of the sales potential for any retailer ready to serve them.
And crucially, supporting these women doesn’t require an overhaul of your stockroom. What makes the biggest difference is how fittings are approached - and whether your team feels equipped to address asymmetry with confidence. That’s why at Evenly we provide sizing sets covering our full size range, along with training and resources on how to talk about asymmetry in ways that are positive and empowering, rather than making women feel like they are a “special case.”
For retailers, this means fitters move from uncertainty to expertise, and customers leave feeling supported, normalised, and excited to shop. For women who may have spent years avoiding fittings or certain products, that shift can be truly transformative.
Handle With Care
As we mark Underlines’ Handle with Care issue, this is the moment for the lingerie industry to embrace asymmetry as part of normal customer care. By handling this issue with sensitivity and openness, we can transform not only the shopping experience but women’s day-to-day confidence.
From my own journey with Evenly, one truth stands out: when you address a genuine customer need, success follows. Women are ready to talk about their uneven boobs. They’re ready for solutions. The only question is whether our industry is ready to meet them with the care they deserve.
It’s time to turn a taboo into an opportunity - a chance to empower customers, boost inclusivity, and grow sales. If we can normalise asymmetry, we can change fittings from moments of shame into moments of celebration - and that is an industry legacy worth striving for.
For more information on becoming an Evenly stockist and accredited bra fitter, reach out to kate@getevenly.com or contact us here.
