About Tomima

Meet Tomima Edmark

As the founder and CEO of HerRoom and HisRoom, Tomima Edmark has spent more than 25 years redefining how people shop for lingerie and underwear. Her deep industry knowledge and passion for a perfect fit have made her a trusted authority in intimate apparel—and the driving force behind two of the most comprehensive, customer-focused online destinations in the category.

Over the years, Tomima has personally interviewed and collaborated with the designers, presidents, and marketing representatives of nearly every major lingerie and underwear brand. These close relationships have given her rare and unparalleled cross-brand knowledge, making her the foremost authority in the industry.

HerRoom and HisRoom reflect her expertise, offering a carefully curated selection of today’s most important lingerie and underwear brands. Every product is vetted for quality and performance—items that don’t meet expectations or show high return rates are quickly removed—so customers can shop with confidence, knowing every style is backed by expert evaluation and industry-leading fit knowledge.

Unrivaled Fit & Product Knowledge

Every item sold on HerRoom is fit-tested on models by our Content Team, who document each product’s fit and performance. Tomima personally reviews these findings, confers with brand representatives to address any issues, and then crafts her signature “Tomima Tips”—offering shoppers clear, expert guidance on each style’s unique fit and features.

HerRoom provides more product information than any other site of its kind, including:

• ●See-It-Under® — a patented tool that shows bras under five neckline scenarios, helping shoppers know if a bra will show under specific clothing.
• ●360-degree spin photography — allowing customers to view every bra on-figure from any angle.
• ●In-house product measurements — independently taken and listed in the Fitters Comments section for improved sizing accuracy.

Tomima invented our Universal Cup Sizing™ (UCS®)—a trademarked sizing system available only at HerRoom. UCS® helps women with cup sizes larger than a D find consistent sizing across brands and styles, solving one of the most frustrating challenges in bra shopping.

She also personally writes and maintains HerRoom’s blog, covering everything from lingerie fit and care to product innovation—never ghostwritten, never AI-generated, and always drawn from her own expertise.

Simply put: when it comes to lingerie and underwear knowledge, Tomima sets the standard.

Innovation, Authorship & Awards

Tomima’s career is built on creativity, innovation, and a relentless drive to improve how products are designed, marketed, and experienced.

Before launching HerRoom and HisRoom, she invented the iconic TopsyTail® hair accessory, which achieved over $150 million in global sales. She holds more than two dozen patents and trademarks, including a business-method patent for using back and side product views in e-commerce photography—a technique that powers HerRoom’s industry-leading imagery today.

A published author of multiple books on styling, romance, and invention, Tomima has been recognized with numerous honors, including induction into the Texas Business Hall of Fame.

Her entrepreneurial journey began with an MBA and early marketing career at IBM, where she built the foundation for her later success in online retail innovation.

Featured in major media outlets and on national television talk shows, Tomima continues to be celebrated as a pioneer in product invention, retail innovation, and lingerie fit—bringing her unmatched expertise directly to every customer experience at HerRoom and HisRoom.