Liliana Tupaz
Liliana Tupaz is a purpose-driven founder, breast cancer survivor, and advocate dedicated to transforming the post-surgical recovery experience for women. Based in New Braunfels, Texas, she is the CEO and Founder of Bravery Bra, a company born from her personal journey through breast cancer and mastectomy. Her lived experience revealed a significant gap in recovery wear that truly supports comfort, dignity, and emotional healing, inspiring her to create a solution rooted in empathy and innovation.
Through Bravery Bra, Liliana is reimagining post-mastectomy garments by combining breathable materials, gentle closures for limited mobility, and uplifting design elements that restore confidence and femininity during recovery. She is deeply committed to ensuring that women feel seen, supported, and beautiful during one of the most vulnerable stages of their lives. Her approach blends functionality with emotional care, turning recovery wear into a symbol of strength, hope, and self-love.
Before founding her company, Liliana built extensive experience in the mortgage and financial services industry, where she worked in loan processing and fulfillment roles. She holds a Bachelor’s degree in Education from Texas A&M University–San Antonio and previously studied liberal arts with a business emphasis. Now cancer-free, she has fully dedicated herself to Bravery Bra, collaborating with healthcare professionals and advocates to expand access to compassionate recovery solutions while advancing breast cancer awareness and patient support initiatives.
• Texas A&M University-San Antonio - BEd
• ThriveWell
What do you attribute your success to?
I attribute my success to my strong will and deep sense of purpose. I am driven by a commitment to create something meaningful for women, inspired by my own experiences and the recognition of how hard women can be on themselves. Once I set a goal, I see it through with determination, regardless of scale or outcome, because even making an impact on just one woman is enough to make the effort worthwhile for me.
What’s the best career advice you’ve ever received?
The best career advice I’ve received came from my marketing agency, who suggested I keep the first bra I worked on somewhere visible as a constant reminder of my “why.” At the time, I was already emotionally connected to the mission, but this advice helped reinforce the importance of staying grounded in my purpose. Having that visual reminder keeps my goal and vision at the forefront of everything I do, ensuring I remain focused on what I’m working toward.
What advice would you give to young women entering your industry?
I would advise young women entering my industry to educate and advocate for themselves at every stage. It’s important to stay grounded in your mission, remain focused on your goals, and consistently remind yourself of your purpose. Keeping your vision clear and visible helps you stay motivated, make confident decisions, and move forward with intention even when challenges arise.
What are the biggest challenges or opportunities in your field right now?
The biggest challenges in my field include the poor quality of many post-surgical bras currently provided by hospitals, as well as limitations in existing contracting and procurement practices that can restrict better options from reaching patients. At the same time, there are significant opportunities to improve patient care by partnering directly with hospitals, oncologists, and nonprofits to raise standards and expand access to higher-quality, more supportive post-surgical products.
What values are most important to you in your work and personal life?
In my work, the most important value to me is providing comfort and support to women who are going through difficult experiences, particularly those facing cancer without a strong support system. I strive to create something that offers a sense of care and reassurance—almost like a gift or a hug from one woman to another. Personally, I value staying active and grounded through traveling, painting landscapes, and maintaining my fitness. Prioritizing health and well-being requires intention and effort, and I believe that is something many people often overlook in their daily lives.