Sore nipples 2 weeks into breastfeeding

laf10

My LO is 2 weeks old today. I haven't had too much nipple/breast soreness until about 2 days ago. I don't think there are latch issues. It doesnt hurt during feeding except during the initial latch on, but my nipples are really sore most of the time the past couple of days. I haven't been wearing a bra at night, and I think that may be causing some breast tenderness, so I ordered a sleep bra and will be wearing a regular nursing bra until it comes in. Could that be causing the nipple soreness too? Is it normal for soreness to start a couple weeks into breastfeeding? I always heard by a couple weeks into it, soreness would be getting better, not worse.  I use lanolin some, but I guess I need to use more. Any other tips?