Boutique La Vie en Rose is a Canadian lingerie retailer headquartered in Montreal, Quebec. The brand produces and sells a range of undergarments, sleepwear, and swimwear aimed at women in the 25-55 age group. Since 2003, La Vie en Rose also offered underwear, sleepwear, loungewear and swimwear for men under the brand name "La Vie en Rose MAN". In 2016, the company launched a new line for men called "LV96". As of September 2017, La Vie en Rose has stopped offering products for men, explaining that "In order to focus on women's comfort and well-being, we will no longer carry our men's collection".