These before-and-after photos show how much Victoria's Secret has changed

Victoria's Secret has figured out how to turn lingerie into a $6 billion business.

A huge reason for the company's success is its very successful marketing strategy. It's known for being the beacon of all things sexy.

But sexiness was depicted differently when Victoria's Secret was born in 1977 when it was founded by Roy Raymond.

Here's how the brand has changed — in photos.

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Then: Victoria's Secret actually resembled a boudoir.

"Raymond imagined a Victorian boudoir, replete with dark wood, oriental rugs, and silk drapery. He chose the name 'Victoria' to evoke the propriety and respectability associated with the Victorian era; outwardly refined, Victoria's 'secrets' were hidden beneath. In 1977, with $80,000 of savings and loans from family, Raymond and his wife leased a space in a small shopping mall in Palo Alto, Calif., and Victoria's Secret was born," Naomi Barr wrote on Slate.

Now: Hints of its past are occasionally present in its Facebook photos.

Then: You would have been able to find this sort of image in a Victoria's Secret ad.

The overtly provocative nature of Raymond's Victoria's Secret was slightly altered when Les Wexner took the helm of the brand — but make no mistake, lingerie still abounded.