Discover Why This In-House Brand Is Changing How Women Shop for Intimates

In the ever-evolving world of intimate apparel, finding the perfect balance between comfort, style, affordability, and quality can feel like searching for a needle in a haystack. Yet, nestled within the aisles of Target stores nationwide and prominently featured on their digital shelves is a brand that has been quietly revolutionizing the underwear game: Auden. This Target-exclusive intimates line has become a phenomenon among savvy shoppers seeking premium-feeling undergarments without the premium price tag.

As someone who has practically lived in Auden underwear for the past few years (and yes, I’ve tried just about every style they offer), I’m excited to share everything you need to know about this game-changing brand. Whether you’re an Auden devotee looking to expand your collection or a curious newcomer wondering if the hype is justified, this comprehensive guide will walk you through all aspects of Target’s beloved underwear line.

The Auden Brand: Target’s In-House Intimates Revolution

Auden is one of Target’s exclusive in-house brands, created specifically to offer high-quality, comfortable, and stylish intimate apparel at accessible price points. Launched in 2019 as part of Target’s strategy to revamp its apparel lines, Auden quickly gained popularity for its inclusive sizing, diverse styles, and remarkable affordability.

What sets Auden apart from other budget-friendly intimates is the brand’s commitment to bringing premium features and design elements to mass-market underwear. From butter-soft fabrics to thoughtful construction details, Auden manages to deliver intimates that often feel and perform like those from brands charging two or three times as much.

As an exclusive Target brand, you won’t find Auden products anywhere else—not at other retailers, department stores, or even on standalone websites. This exclusivity allows Target to maintain tight quality control while offering these pieces at remarkably competitive prices.

Price Points: Affordability Without Compromise

One of Auden’s most compelling selling points is its pricing structure. In a market where premium underwear can easily cost $15-25 per pair, Auden offers high-quality options that typically range from $5-10 per individual pair.

The most budget-friendly Auden underwear styles start at just $5, with most individual pairs priced at $5.99 or $6.99. Their bras typically range from $14.99 to $22.99, with most styles hovering around the $16.99 mark—a far cry from the $50+ price tags you’ll find at specialty lingerie retailers.

Even better, Auden frequently offers multi-pack options that drive the per-item cost down even further. A typical 5-pack of bikini briefs or thongs might retail for $15.99, bringing the cost per pair down to just over $3. During Target’s frequent intimates sales, these already affordable prices can drop by an additional 20-30%.

For budget-conscious shoppers, Auden represents perhaps the best value-for-money proposition in the intimates market today, offering quality and design features that punch well above their price point.

Size Inclusivity: A Fit for Every Body

In an industry that has historically catered to a limited range of body types, Auden stands out for its impressively inclusive sizing. The brand offers underwear in sizes XS through 4X, accommodating a wide spectrum of body shapes and sizes.

Auden’s bra sizing is equally inclusive, with most styles available in sizes 32A through 46G. This range encompasses a significantly broader selection than many mainstream intimates brands, especially in the affordable price category.

What’s particularly noteworthy is that Auden doesn’t segregate its plus sizes into a separate collection with different designs. The same attractive styles are available across the size spectrum, with thoughtful adjustments to ensure proper fit and support for larger sizes.

The brand also offers specific collections designed for different body needs:

• The Bonded Collection: Featuring seamless construction ideal for smooth lines under clothing
• The Cotton Collection: Breathable basics for everyday comfort
• The Lace Collection: Pretty, feminine designs that don’t sacrifice comfort
• The Nursing Collection: Practical but attractive options for new mothers

This dedication to size inclusivity extends beyond just offering a wide range of numerical sizes. Auden designs specifically consider how different body types require different support structures, elastic tensions, and coverage areas.

Quality and Materials: What Goes Into Auden Underwear

Despite its affordable price point, Auden doesn’t cut corners when it comes to materials and construction. The brand utilizes a variety of fabrics suited to different preferences and needs:

Cotton and Cotton Blends

Many Auden styles feature cotton or cotton-blend fabrics (typically with some added spandex for stretch). Their cotton underwear is soft, breathable, and durable—ideal for everyday wear. The cotton used feels substantial rather than thin, with good recovery that maintains shape through multiple washes.

Microfiber and Nylon Blends

For those who prefer a silkier feel, Auden offers numerous styles in microfiber and nylon-spandex blends. These fabrics provide a smooth, lightweight feel against the skin and excellent moisture-wicking properties. They’re particularly well-suited for active wear or for creating seamless lines under clothing.

Lace and Mesh

Auden’s more decorative styles incorporate lace and mesh elements that are surprisingly soft and non-irritating—a notable achievement at this price point. Unlike the scratchy lace found in some budget intimates, Auden’s lace elements tend to be soft and flexible.

Construction Quality

What’s particularly impressive about Auden underwear is the attention to construction details:

• Flat, well-finished seams that minimize chafing
• Elastic that retains its stretch through multiple washes
• Reinforced stress points where needed
• Consistent stitching quality throughout

While no budget underwear will last forever, most Auden pieces maintain their shape, elasticity, and appearance for significantly longer than you might expect from their price point.

Popular Styles: Finding Your Perfect Auden Match

Auden offers an impressive variety of underwear styles to suit different preferences, outfits, and comfort needs:

Bikini

Auden’s bikini styles offer moderate coverage with a slightly lower rise than briefs. They’re available in several variations, including seamless, cotton, lace-trimmed, and bonded options. The No Show Seamless Bikini is particularly popular for its invisible appearance under clothing.

Thong

For those who prefer minimal coverage, Auden offers several thong varieties. The Seamless Thong has developed something of a cult following for its comfort and invisibility under fitted clothing. Cotton thongs are also available for those who prefer more breathable options.

Briefs

Offering full coverage with a higher rise, Auden’s briefs come in high-waisted and mid-rise variations. The High-Waist Brief with Tummy Control is especially popular, offering light smoothing without uncomfortable compression.

Boyshorts

For maximum coverage and minimal ride-up, Auden’s boyshorts provide comfortable coverage around the upper thigh. They’re ideal under dresses and skirts when you want a bit more security.

Hipster

Sitting between briefs and bikinis in terms of coverage, Auden’s hipster styles ride lower on the hips while still providing good rear coverage. The Cotton Hipster multipack represents excellent value and everyday comfort.

Cheekies

Offering moderate coverage with a playful cut that shows a bit more cheek, these are popular for their flattering fit and youthful feel. The Lace Cheeky is a bestseller for adding a touch of pretty detail to everyday underwear.

Specialty Styles

Beyond these core offerings, Auden also provides specialty options including:

• Seamless styles designed to disappear under clothing
• Light shaping underwear that offers subtle smoothing
• Period underwear with leak protection
• Maternity options with comfortable, stretchy waistbands

The Shopping Experience: Finding Auden In-Store and Online

Navigating Target’s intimate apparel section to find Auden products is relatively straightforward, though the exact location may vary by store layout.

In-Store Shopping

In most Target locations, you’ll find Auden displayed prominently in the women’s intimates section. The collection typically has dedicated signage and is organized by style type. Individual underwear pairs are usually hung on pegs or displayed in drawers, while multipacks are often stacked on nearby shelves.

For in-store shopping, I recommend:

• Checking the Target app before you go to confirm item availability
• Looking for clearance sections within the intimates department for discounted Auden items
• Asking staff for assistance if you can’t locate specific styles or sizes

Online Shopping

Target’s website and app offer the complete Auden collection, often with more size and color options than may be available in physical stores. The online shopping experience includes:

• Detailed product descriptions and materials information
• Customer reviews and ratings for most items
• Size charts and fit guidance
• Multiple product images showing different angles and details

Target’s website allows you to filter Auden products by style, size, color, price, and other attributes, making it easy to narrow down options. You can also select in-store pickup if you want to avoid shipping wait times.

Customer Reviews: The Real-World Verdict

One advantage of shopping for Auden at Target is access to thousands of verified customer reviews. Across multiple Auden styles, the brand consistently earns average ratings between 4 and 4.5 stars out of 5.

Common praise points in customer reviews include:

• Exceptional comfort for everyday wear
• Impressive durability relative to the price point
• True-to-size fit across most styles
• Lack of rolling, bunching, or riding up
• Smooth appearance under clothing

Critical reviews most frequently mention:

• Inconsistent sizing between different Auden styles
• Elastic that sometimes loosens after multiple washes
• Limited color options in some styles
• Occasional quality control issues

Overall, the customer verdict on Auden underwear is overwhelmingly positive, with many reviewers expressing surprise at the quality-to-price ratio and becoming repeat purchasers of the brand.

Sustainability and Ethical Considerations

While Auden doesn’t market itself as an eco-friendly or sustainable brand primarily, Target has been making efforts to improve sustainability across its owned brands, including Auden.

Some Auden products now incorporate recycled materials, and Target has pledged to increase sustainable material usage across its apparel lines. However, at the current price points, Auden is not positioned as a premium sustainable option.

Target does maintain supplier responsibility standards that address labor practices, but as with most fast fashion and budget apparel items, the extreme affordability of Auden products raises questions about production methods and environmental impact.

For shoppers prioritizing sustainability above all else, there are certainly more eco-conscious (albeit more expensive) intimate brands available. However, for those balancing multiple considerations including budget, Auden represents a reasonable middle ground with improving sustainability credentials.

Value-Added Shopping: Discounts, Promotions, and RedCard Benefits

Target frequently includes Auden in store-wide and category-specific promotions, providing opportunities to save beyond the already competitive regular pricing.

Common promotions include:

• “Buy X, Get Y Off” offers on intimates (such as buy 3, get 1 free)
• Category-wide percentage discounts (like 20% off all intimates)
• Inclusion in Target Circle offers and weekly deals
• End-of-season clearance discounts of 30-70% off

Target RedCard holders receive an additional 5% discount on all purchases, including Auden items, along with free shipping on online orders. For regular Auden shoppers, this can add up to significant savings over time.

The Target app also frequently features Auden-specific digital coupons and offers, making it worthwhile to check before making a purchase.

Comparing Auden to Other Target Intimates Brands

Target houses several intimates brands besides Auden, each with its own positioning and focus. Understanding the differences can help you choose the right Target brand for your specific needs:

Auden vs. Stars Above

While Auden focuses on underwear and bras, Stars Above is Target’s sleepwear and loungewear line. The brands share similar price positioning and quality standards, making them complementary rather than competitive.

Auden vs. Colsie

Targeted toward younger shoppers, Colsie offers underwear with more trend-focused designs and youthful aesthetics. Auden tends to offer more classic styles and broader size inclusivity.

Auden vs. Joylab

Joylab is Target’s activewear brand, which includes some sports bras and performance underwear. While there’s some overlap in the sports bra category, Joylab focuses on technical performance while Auden emphasizes everyday comfort.

Auden vs. National Brands at Target

Target also carries some national underwear brands like Hanes, Fruit of the Loom, and Jockey. While these brands are trusted names, Auden generally offers more fashion-forward designs and better quality-to-price value than the national budget brands available at Target.

Special Needs: Maternity, Seamless, and Cotton Options

Auden shines in addressing various specific underwear needs beyond just basic everyday styles:

Maternity Options

Auden offers several maternity-friendly underwear styles featuring stretchy, fold-over waistbands that accommodate growing bellies. These are designed to sit comfortably below the baby bump while providing support where needed. The maternity line also includes nursing bras with easy-access designs and soft, non-irritating fabrics.

Seamless Solutions

The Auden seamless collection has earned particular acclaim for providing truly invisible underwear options at budget-friendly prices. These bonded-edge styles feature:

• Zero visible panty lines, even under thin or tight clothing
• Laser-cut edges that don’t dig in or create bulges
• Lightweight, breathable fabrics that move with the body
• Minimal seaming to reduce potential irritation points

Cotton Comfort

For those who prioritize breathability and natural fibers, Auden’s cotton collection offers excellent basics in several styles. The cotton used is soft yet durable, with just enough stretch to maintain shape without feeling restrictive. These styles are particularly well-suited for sensitive skin or for hot weather wear.

Returns and Exchanges: What If They Don’t Fit?

Target’s return policy applies to Auden underwear, with some specific considerations for intimate apparel:

• Unopened multipacks can be returned within Target’s standard 90-day return window
• Individual underwear items or opened multipacks can technically be returned, though Target’s policy notes that opened underwear returns are subject to manager discretion
• Items purchased with a RedCard get an extended 120-day return window
• Clearance items follow the same return policies as regular-priced merchandise

For hygiene reasons, it’s generally understood that worn underwear cannot be returned. However, if you receive defective items or there are quality issues, Target customer service is typically accommodating.

The best approach if you’re uncertain about sizing is to:

1. Check the detailed size charts on Target’s website
2. Read customer reviews for insights on whether items run true to size
3. Consider purchasing two sizes to compare and return the unopened package

Size Comparison: How Auden Fits Relative to Other Brands

Understanding how Auden sizing compares to other popular brands can help you select the right size without trial and error. Based on consistent feedback from reviews and my personal experience:

• Auden typically runs true to size compared to standard US sizing
• Most Auden styles offer more stretch and flexibility than similarly priced brands
• Compared to Victoria’s Secret, Auden generally runs slightly larger (a VS Medium is closer to an Auden Small or Small-Medium)
• Compared to Hanes or Fruit of the Loom, Auden sizes are very similar
• Compared to higher-end brands like Calvin Klein, Auden runs slightly smaller

If you’re between sizes, you might consider sizing down in seamless styles (which tend to have more give) and sizing up in cotton styles (which have less stretch and may shrink slightly after washing).

The size charts on Target’s website provide specific measurements for each size, which is the most reliable way to determine your ideal Auden fit.

Final Verdict: Is Auden Underwear Worth It?

After exploring every aspect of Auden underwear, from materials and construction to pricing and size inclusivity, the verdict is clear: Auden represents exceptional value in the intimate apparel market, delivering quality, comfort, and style at prices that make refreshing your underwear drawer accessible to virtually any budget.

While Auden may not offer the premium materials or lifetime durability of high-end intimates costing $20+ per pair, it provides remarkable quality within its price category. The brand successfully bridges the gap between uncomfortable, poorly-made budget underwear and overpriced premium options.

For most shoppers seeking everyday underwear that feels good, looks good, and doesn’t break the bank, Auden checks all the essential boxes. The brand’s commitment to inclusive sizing means that more body types can access comfortable, attractive underwear at fair prices—something that remains surprisingly rare in the intimates market.

Whether you’re looking to completely overhaul your underwear collection or simply add a few new pieces to your rotation, Auden offers options that will likely exceed your expectations for the price point. And with Target’s convenient shopping experience both online and in-store, exploring the Auden collection is refreshingly accessible.

So next time you’re at Target or browsing their website, take a detour to the Auden section. Your underwear drawer—and your wallet—will thank you.