The Spice Girls might be synonymous with pop music, but Rachel McCrary is trying to give lingerie shoppers a louder voice with Spice Rack.

The new female-owned direct-to-consumer label, which is a division of Spice World Ventures Inc., is trying to serve up livelier styles with more unexpected names. Based in Los Angeles, the start-up is led by the serial entrepreneur McCrary.

Her first lingerie company, Charmed, was launched in 2009 and was later acquired by Maidenform. As “Shark Tank” Season Seven watchers know, McCrary also started Jewel Toned shapewear and lingerie with Millennials in mind. She also cofounded RxBra, which introduced the first FDA-approved post-surgical compression bra.

Spice Rack joins a field that includes a bevy of brands like Kim Kardashian’s Skims, Rihanna’s Savage x Fenty, and Parade that focus on more modern and racier options that are geared for Millennials and Gen Z shoppers. Another label, Enamor, plans to debut a new avatar in October to target Gen Z. And Cloudstate prioritizes physical health and emotional well-being. Meanwhile, Parade, which is known for its bralettes and colorful options, introduced underwire options this spring.

The global lingerie market size was valued at $88.3 billion in 2022 and it is projected to reach $141.8 billion by 2030, growing at a CAGR of 6.1 percent from 2023 to 2030, according to a Grand View Research report. Asia-Pacific, which had a revenue share of more than 40 percent in 2022, is expected to continue to dominate the market.

Following an adviser’s suggestion, McCrary said that instead of using her years of corporate experience and numbers-crunching to develop what she thought was what consumers wanted, she decided to do what she, as a consumer, felt the market was missing. From her perspective, the lingerie sector was missing  “a fun bomb — color, self expression and different styles for different days,” McCrary said. “She is different things on different days. There’s no more ‘the Corporate Girl,’ ‘the Gym Girl,’ ‘the Single Girl.’ She is every spice on different days.”

Some of the colors in the assortment have spice-inspired names with the idea that shoppers will make choices based on how they feel versus the calendar, or how we should be, the founder said. McCrary, who has studied at FIDM and Fashion Institute of Technology, noted that all of the hardware on her designs were custom made and everything is microplastics-free. The first introduction has seven collections with unconventional names — Tart, Lacy Dazy, Carnival Jewels, Im Your Favorite, Vintage Spice, Light Up Your World and Fringe Glam. There is the $62 Vintage Spice Balconette Bra Black Pepper and the $52 Vintage Spice Sweetheart Bra Himalayan Salt.

The abundance of nude-colored styles that have been introduced by brands like Kim Kardashian’s Skims as well as other basic hues from other labels was also a factor in developing Spice Rack’s vibrant color range. Tangerine, royal blue and green apple are not the norm with most manufacturers. “I felt like there was a lot of black/white/nude and black/white/gray [options.] I think what was missing was a lot of color and a lot of fun. The world could use a lot of fun right now,” McCrary said.

To relay that message, Spice Rack’s first campaign depicts a few girls taking a road trip to Joshua Tree. Photographer David Roemer shot them wearing bras, underwear and knee-high boots riding motorcycles and in a convertible car. After the wildfires decimated parts of Southern California earlier this year, McCrary said she and her publicist Kelly Cutrone were trying to come up with a concept for “divine feminine power” that equated to “rising from the ashes.”

The women-led company includes Marjorie DeHey as chief business officer. First-year projected volume for Spice Rack is $4.2 million.

Spice Rack has financial backing from Sequoia Capital and Mucker Capital, according to McCrary. Executives at both companies did not respond to requests for comment Wednesday afternoon.

The all-vertical lingerie brand has one freestanding store in Nosara, Costa Rica, where the yoga practicing McCrary spends a good amount of time. The greatest challenge in the market is finding “the happy medium between fast fashion and high-end luxury lingerie by creating something that comes from the heart with a design team behind it that puts products first,” she said.