Buying a bra usually involves knowing your size. But then, there are times when different brands have different cuts and sizes that don't usually fit you. So then a stranger comes out to wrap your bust in measuring tape just to find out the size. But that's all going to change.

A startup called True & Co has a different experience in mind. The founders of the startup spent two months visiting San Francisco bra sellers, and experienced daily bra fittings in order to distill the process of fitting a bra down to an online survey.

They launched their website on Wednesday which asks women to answer questions such as “What is the style of your best-fitting bra?” and “Does your bra hurt?” instead of taking out a measuring tape.

After that, the site will recommend a handful of styles from its collection of more than 200 bras and asks users to pick three. It will pick tw more based on an algorithm and after asking for a $45 refundable deposit, it will ship them a box of five bras.

“The bra is a complex garment that has 20 different components,” says True & Co co-founder Michelle Lam. “They are fit on models…if you are a woman that doesn’t look like that fit model, the bra won’t fit.”

Interesting approach, one must say.