True&Co is a women's online lingerie and apparel retailer based in San Francisco, California. The company was founded in 2012 by Michelle Lam and Aarthi Ramamurthy. True&Co uses a proprietary algorithm to recommend bras and other lingerie to customers based on their personal preferences and body shape. The company was acquired by PVH Corp., the parent company of Calvin Klein and Tommy Hilfiger, in 2018.