Michelle Cordeiro Grant

Founder & CEO


Michelle Cordeiro Grant is the Founder and CEO of LIVELY, a community and brand that inspires women to live life passionately, purposefully, and launched LIVELY in 2016 and has since raised $15 million in funding and fostered an 85,000-member ambassador network. She grew her business from its concept stage to a $100M acquisition by intimates leader Wacoal in just three years, beating the odds of female-founded companies.

Under Michelle’s leadership, LIVELY has created an entirely new POV of lingerie that blurs the aesthetic lines between lingerie, active, and swim, taking the best elements of high-style and ultimate comfort from each category. Beginning with core bra and bralette styles, the brand has since expanded into seven additional product categories, including loungewear, active bras, and swimwear, with more on the horizon. Having beaten the odds typically facing online DTC startups, LIVELY has expanded to physical retail stores, which continue to thrive and physically expand at a time when brands across the country are shutting their doors.  

Michelle began her brand with a grassroots approach, responding to the needs and desires of a cadre of Instagram followers who would become the core of LIVELY’s ambassador network, which is now 85,000 strong and deeply active in the life of the brand. Michelle fostered the LIVELY ambassador community as a crucial component of planning, marketing, and expansion, shaping her products — down to colors and sizes — to the real-life women who would wear them.  

Prior to LIVELY, Michelle began her career at Federated Merchandising Group, developing private label brands for one of the world's largest retailers. It was at Federated that she discovered her passion for supporting, creating, and developing impactful brands. Michelle then applied her expertise in the concept-to-consumer process as a senior merchandise manager at VF Corporation to launch global brands, including Nautica Women’s Sportswear. She also worked as VP of Merchandising at Thrillist Media Group overseeing their commerce division.  

In response to the market shift towards e-commerce, Michelle moved to Victoria’s Secret where she focused on merchandising and strategy as director for the company’s digital arm. While working with Victoria's Secret, she was inspired to create a revolutionary new experience and point of view for the $13B American lingerie category. She coined “Leisurée,” and so LIVELY was born.