25 cool online startups you might not have noticed are now at Nordstrom

If you don't want to spend more than $35 for a good bra, look no further than Lively. It can be hard to feel confident in your skin if your bra is uncomfortable, but Lively nabs the comfort factor (even for much-maligned strapless bras) without sacrificing style.

MVMT's sleek watches look a lot more expensive than they are, but have no fear — you can get an automatic watch for $300 and other watches for even less. Grab a pair of its sunglasses to make a powerhouse pair of accessories.

Spinach and kale go well in salads, smoothies, and according to startup Youth to the People, skin care products, too. These safe creams, cleansers, and masks containing powerful antioxidants, vitamins, and nutrients have been described as "a superfood smoothie for your skin."

Dagne Dover handles all your bag needs — work tote, laptop bag, travel or gym bag — with the same poise and sophistication you hope to approach your busy schedule with. We're continually impressed not only by the distinctive styles but also by their smart interior compartment organization.

While you can't pick up a Casper mattress from Nordstrom, you can buy its surprisingly impressive bedding products or a small bed for your best friend. A good night's rest relies on a number of factors, not only the mattress type, so don't sleep (or do) on Casper's sheets and duvet covers.

Beyond its colorful, well-designed outdoor gear, Cotopaxi is worth shopping as a B Corp committed to using its profits for good. It designates 2% of their revenue every year to the fight to eradicate poverty and believes getting people outdoors will in turn help them treat the outdoors a little better.

Allbirds has come a long way since launching its famous Wool Runners. Whether you choose to stay cool in its Tree line of sneakers made from eucalyptus pulp, or traipse around the house in its Wool Loungers, you can expect unprecedented comfort and easy-to-wear minimalism.

We wear our Bombas socks whenever we can: to the gym, for hiking, or with our winter boots. That's because they're just the right thickness, they feel supportive, and they never slip down our legs or ankles.

After trying many other facial cleansing devices, we always find ourselves returning to Foreo's gentle yet highly effective silicone brush cleansers. They're not cheap, but you'll feel the difference in your skin after just one use, and we love that they stay powered for weeks (if not months) on a single charge.

Baggu's founder calls these cotton and ripstop nylon bags "simple, useful, and delightful." Its famous tote bags are often used for activities like grocery shopping and laundry, but its other bags (backpacks, weekenders) are also practical options to shop.

"Do I really want to spend $30 on underwear?" you might ask yourself. The Insider Picks team's unequivocal answer is yes, and you won't regret it. Guys can't go wrong with any of Tommy John's innovative and comfortable fabrics; ladies, unfortunately your styles aren't available on Nordstrom yet.

Cult-favorite brand Outdoor Voices revolves around the concept of "Doing Things." Sporting its distinctive color-blocked leggings and sports bras, you'll always feel motivated to take this mantra to heart.

The velvet, cushioned slippers from Birdies bring the warmth and comfort of indoor lounging to the city streets in a fashionable way. You can choose between slides and classic smoking slippers in a variety of colors and patterns.

Once the NBA's official on-court sock, Stance is the rare brand that's as beloved by athletes as it is by artists and rock musicians. Part of the reason has to be its bold, graphic prints that reveal a refusal to stick to the status quo. If you have enough socks in your drawer, its underwear is also worth checking out.

Tech, while useful, can be written off as cold and impersonal. Native Union brings personality back to tech accessories like phone cases, charging cables, and charging hubs with its unique and modern designs.

As a direct-to-consumer startup that started early in the game, Bonobos offers the advantage of having many styles available at its traditional retail partners. From graphic print T-shirts and swim trunks to sport coats and tuxedos, you'll be comfortably suited for any occasion in your life.

Candy lovers should be familiar with Sugarfina, a playground of elevated treats for adults with sweet tooths (or is it sweet teeth?). It's always coming out with fun collaborations and seasonal collections, which can often also be found at Nordstrom.

We've lusted after many a designer sneaker but have never been able to justify paying thousands of dollars for a pair. Thanks to Greats, we don't have to. Its under-$300 sneakers combine premium Italian craftsmanship with classic, Brooklyn-inspired style.

Some of the most impressive startups are the ones that do "simple" really well. Richer Poorer, maker of organic cotton T-shirts and bralettes, comes to mind immediately. Good luck getting yourself out of the bed or couch once you've slipped on its soft and cozy loungewear.

Babies and toddlers nowadays are more stylish than I ever was at that age, and that's thanks in part to the influence of Freshly Picked, a leather shoe company that grew out of a mom's Etsy shop. The adorable moccasins are made from 100% genuine cowhide leather and they're easy to pull on and off.

Adults are carrying backpacks well past their school years and State Bags is one of those brands making the transition a seamless one. They're more affordable than luxury backpack options but still made with quality materials including leather and water-resistant nylon.

Part of a wave of new lingerie startups challenging Victoria's Secret, True & Co. asked 6 million women what their perfect wireless bra looked like and delivered accordingly. The $49 True Body Wireless Bra is stretchy, seamless, and so light you might forget you're wearing it.

The Chef Steps cooking device is the best sous vide we've tried yet because it packs a variety of high-tech features into a manageable, compact size. It's more user-friendly and it heats up water more quickly than its close competitors so you can impress your dinner guests with a professional-quality meal.

Happy Socks are socks that you actually want to peek out from under your pants. In fact, whole outfits could be styled around this small article of clothing. Because of their flashy patterns and bright colors, they're highly giftable — for a loved one or yourself.

Thinx makes innovative period-proof underwear that lets women carry on with their daily activities and workouts without a worry in the world. The super-absorbent underwear is even machine-washable.