We went behind the scenes at the millennial lingerie brand aiming 'to slay Victoria's Secret'

Victoria’s Secret dominates the lingerie market.

But an e-commerce retailer called Adore Me is trying to move in on Victoria’s Secret’s market share.

“We aim to slay Victoria’s Secret,” Adore Me’s director of business and brand development, Sharon Klapka, told Business Insider.

“They are slow, they are expensive, they make women feel sidelined. It is about time that someone really revolutionised the space, and we’re doing it,” she said.

We went behind the scenes at an Adore Me Photo shoot to see what the buzz is about and learn more about the company.

The photo shoot was in a cool loft space in New York City.

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The brand uses a lot of testing to make sure ads resonate with audiences.

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Donna Fumoso was in charge of hair and make-up.

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Here's her make up table.

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And some hair products.

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Model Vanessa Fonseca is getting her hair done before the shoot.

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Executives told Business Insider that blondes don't sell lingerie as well as brunettes do.

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This is what Brazilian model Simone Villas Boas looks like in real life -- with zero retouching!

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Klapka said that Adore Me tries to find models who are people 'you'd want to be friends with.'

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Vice president of marketing Chloe Chanudet was checking out the photos to see how they looked.

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Chanudet told Business Insider that for its television commercials, Adore Me has been taking cues from YouTube to appeal to millennials. She mentioned the brand did an unboxing ad -- 'really inspired by YouTube,' she added. 'Instead of looking what other big brands do on TV, we go more like, 'what's happening right now on Instagram, YouTube?''

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Klapka said that Adore Me's customer base is 75% millennials. 'Millennials found us,' she said.

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The brand described itself as fast fashion, but for lingerie. It's strictly an e-commerce brand.

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Adore Me launches a new collection every month at an affordable price -- $39.95 for a set of bra and panties.

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The brand uses in-house designers.

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Something that makes Adore Me unique is that it sells sizes between 30AA-44G, thereby catering to all women; inclusiveness is incredibly important to the the brand. 'If you're petite, if you're plus (size) -- why do you need to feel sidelined?' Klapka asked.

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This model told us that before shoots, she watches what she eats, consumes a lot of fish, and skips alcohol.

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A direct blow to Victoria's Secret? Klapka told Business Insider that former Victoria's Secret designer Helen Mears went over from the famous lingerie retailer to work for Adore Me.

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The company is doing well -- revenue has been multiplying. In 2012, the company brought in $1.1 million. By 2013, the company brought in 2013: $5.6M. In 2014, it raked in $16.2M. Klapka told Business Insider she expects it to grow -- in fact, it's on track to outsell lingerie mainstay La Perla.

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