diff --git a/src/bindgen.rs b/src/bindgen.rs
index acf369f..e57d2e4 100644
--- a/src/bindgen.rs
+++ b/src/bindgen.rs
@@ -23,9 +23,10 @@ pub fn wasm_bindgen_build(
     profile: BuildProfile,
     extra_options: &Vec<String>,
 ) -> Result<()> {
-    let release_or_debug = match profile {
+    let profile_name = match profile.clone() {
         BuildProfile::Release | BuildProfile::Profiling => "release",
         BuildProfile::Dev => "debug",
+        BuildProfile::Custom(profile_name) => &profile_name.clone(),
     };
 
     let out_dir = out_dir.to_str().unwrap();
@@ -41,7 +42,7 @@ pub fn wasm_bindgen_build(
 
     let wasm_path = target_directory
         .join("wasm32-unknown-unknown")
-        .join(release_or_debug)
+        .join(profile_name)
         .join(data.crate_name())
         .with_extension("wasm");
 
diff --git a/src/build/mod.rs b/src/build/mod.rs
index d657071..ee2963e 100644
--- a/src/build/mod.rs
+++ b/src/build/mod.rs
@@ -104,6 +104,9 @@ pub fn cargo_build_wasm(
             // Plain cargo builds use the dev cargo profile, which includes
             // debug info by default.
         }
+        BuildProfile::Custom(arg) => {
+            cmd.arg("--profile").arg(arg);
+        }
     }
 
     cmd.arg("--target").arg("wasm32-unknown-unknown");
diff --git a/src/command/build.rs b/src/command/build.rs
index 9960c96..11d3ab9 100644
--- a/src/command/build.rs
+++ b/src/command/build.rs
@@ -100,7 +100,7 @@ impl FromStr for Target {
 
 /// The build profile controls whether optimizations, debug info, and assertions
 /// are enabled or disabled.
-#[derive(Clone, Copy, Debug)]
+#[derive(Clone, Debug)]
 pub enum BuildProfile {
     /// Enable assertions and debug info. Disable optimizations.
     Dev,
@@ -108,6 +108,8 @@ pub enum BuildProfile {
     Release,
     /// Enable optimizations and debug info. Disable assertions.
     Profiling,
+    /// User-defined profile with --profile flag
+    Custom(String),
 }
 
 /// Everything required to configure and run the `wasm-pack build` command.
@@ -160,6 +162,10 @@ pub struct BuildOptions {
     /// Create a profiling build. Enable optimizations and debug info.
     pub profiling: bool,
 
+    #[clap(long = "profile")]
+    /// User-defined profile with --profile flag
+    pub profile: Option<String>,
+
     #[clap(long = "out-dir", short = 'd', default_value = "pkg")]
     /// Sets the output directory with a relative path.
     pub out_dir: String,
@@ -196,6 +202,7 @@ impl Default for BuildOptions {
             no_opt: false,
             release: false,
             profiling: false,
+            profile: None,
             out_dir: String::new(),
             out_name: None,
             extra_options: Vec::new(),
@@ -221,13 +228,19 @@ impl Build {
         let out_dir = crate_path.join(PathBuf::from(build_opts.out_dir)).clean();
 
         let dev = build_opts.dev || build_opts.debug;
-        let profile = match (dev, build_opts.release, build_opts.profiling) {
-            (false, false, false) | (false, true, false) => BuildProfile::Release,
-            (true, false, false) => BuildProfile::Dev,
-            (false, false, true) => BuildProfile::Profiling,
+        let profile = match (
+            dev,
+            build_opts.release,
+            build_opts.profiling,
+            build_opts.profile,
+        ) {
+            (false, false, false, None) | (false, true, false, None) => BuildProfile::Release,
+            (true, false, false, None) => BuildProfile::Dev,
+            (false, false, true, None) => BuildProfile::Profiling,
+            (false, false, false, Some(profile)) => BuildProfile::Custom(profile),
             // Unfortunately, `clap` doesn't expose clap's `conflicts_with`
             // functionality yet, so we have to implement it ourselves.
-            _ => bail!("Can only supply one of the --dev, --release, or --profiling flags"),
+            _ => bail!("Can only supply one of the --dev, --release, --profiling, or --profile 'name' flags"),
         };
 
         Ok(Build {
@@ -355,7 +368,7 @@ impl Build {
 
     fn step_build_wasm(&mut self) -> Result<()> {
         info!("Building wasm...");
-        build::cargo_build_wasm(&self.crate_path, self.profile, &self.extra_options)?;
+        build::cargo_build_wasm(&self.crate_path, self.profile.clone(), &self.extra_options)?;
 
         info!(
             "wasm built at {:#?}.",
@@ -430,7 +443,7 @@ impl Build {
             self.weak_refs,
             self.reference_types,
             self.target,
-            self.profile,
+            self.profile.clone(),
             &self.extra_options,
         )?;
         info!("wasm bindings were built at {:#?}.", &self.out_dir);
@@ -440,7 +453,7 @@ impl Build {
     fn step_run_wasm_opt(&mut self) -> Result<()> {
         let mut args = match self
             .crate_data
-            .configured_profile(self.profile)
+            .configured_profile(self.profile.clone())
             .wasm_opt_args()
         {
             Some(args) => args,
diff --git a/src/manifest/mod.rs b/src/manifest/mod.rs
index 342fc57..00b36c7 100644
--- a/src/manifest/mod.rs
+++ b/src/manifest/mod.rs
@@ -85,6 +85,12 @@ struct CargoWasmPackProfiles {
         deserialize_with = "CargoWasmPackProfile::deserialize_profiling"
     )]
     profiling: CargoWasmPackProfile,
+
+    #[serde(
+        default = "CargoWasmPackProfile::default_custom",
+        deserialize_with = "CargoWasmPackProfile::deserialize_custom"
+    )]
+    custom: CargoWasmPackProfile,
 }
 
 impl Default for CargoWasmPackProfiles {
@@ -93,6 +99,7 @@ impl Default for CargoWasmPackProfiles {
             dev: CargoWasmPackProfile::default_dev(),
             release: CargoWasmPackProfile::default_release(),
             profiling: CargoWasmPackProfile::default_profiling(),
+            custom: CargoWasmPackProfile::default_custom(),
         }
     }
 }
@@ -305,6 +312,18 @@ impl CargoWasmPackProfile {
         }
     }
 
+    fn default_custom() -> Self {
+        CargoWasmPackProfile {
+            wasm_bindgen: CargoWasmPackProfileWasmBindgen {
+                debug_js_glue: Some(false),
+                demangle_name_section: Some(true),
+                dwarf_debug_info: Some(false),
+                omit_default_module_path: Some(false),
+            },
+            wasm_opt: Some(CargoWasmPackProfileWasmOpt::Enabled(true)),
+        }
+    }
+
     fn deserialize_dev<'de, D>(deserializer: D) -> Result<Self, D::Error>
     where
         D: serde::Deserializer<'de>,
@@ -332,6 +351,15 @@ impl CargoWasmPackProfile {
         Ok(profile)
     }
 
+    fn deserialize_custom<'de, D>(deserializer: D) -> Result<Self, D::Error>
+    where
+        D: serde::Deserializer<'de>,
+    {
+        let mut profile = <Option<Self>>::deserialize(deserializer)?.unwrap_or_default();
+        profile.update_with_defaults(&Self::default_custom());
+        Ok(profile)
+    }
+
     fn update_with_defaults(&mut self, defaults: &Self) {
         macro_rules! d {
             ( $( $path:ident ).* ) => {
@@ -490,6 +518,7 @@ impl CrateData {
             BuildProfile::Dev => &self.manifest.package.metadata.wasm_pack.profile.dev,
             BuildProfile::Profiling => &self.manifest.package.metadata.wasm_pack.profile.profiling,
             BuildProfile::Release => &self.manifest.package.metadata.wasm_pack.profile.release,
+            BuildProfile::Custom(_) => &self.manifest.package.metadata.wasm_pack.profile.custom,
         }
     }
 
diff --git a/tests/all/build.rs b/tests/all/build.rs
index 4e89e2c..01f0ec3 100644
--- a/tests/all/build.rs
+++ b/tests/all/build.rs
@@ -212,6 +212,21 @@ fn build_different_profiles() {
     }
 }
 
+#[test]
+fn build_custom_profile() {
+    let profile_name = "my-custom-profile";
+    let fixture = utils::fixture::js_hello_world_with_custom_profile(profile_name);
+    fixture.install_local_wasm_bindgen();
+
+    fixture
+        .wasm_pack()
+        .arg("build")
+        .arg("--profile")
+        .arg(profile_name)
+        .assert()
+        .success();
+}
+
 #[test]
 fn build_with_and_without_wasm_bindgen_debug() {
     for debug in [true, false].iter().cloned() {
diff --git a/tests/all/utils/fixture.rs b/tests/all/utils/fixture.rs
index 188a460..7f08948 100644
--- a/tests/all/utils/fixture.rs
+++ b/tests/all/utils/fixture.rs
@@ -154,6 +154,49 @@ impl Fixture {
         )
     }
 
+    /// Add a `Cargo.toml` with a correctly configured `wasm-bindgen`
+    /// dependency, `wasm-bindgen-test` dev-dependency, and `crate-type =
+    /// ["cdylib"]`.
+    ///
+    /// `name` is the crate's name.
+    /// `profile` is the custom profile name.
+    pub fn cargo_toml_with_custom_profile(&self, name: &str, profile_name: &str) -> &Self {
+        self.file(
+            "Cargo.toml",
+            &format!(
+                r#"
+                    [package]
+                    authors = ["The wasm-pack developers"]
+                    description = "so awesome rust+wasm package"
+                    license = "WTFPL"
+                    name = "{}"
+                    repository = "https://github.com/rustwasm/wasm-pack.git"
+                    version = "0.1.0"
+
+                    [lib]
+                    crate-type = ["cdylib"]
+
+                    [dependencies]
+                    # Note that this uses and `=` dependency because there are
+                    # various tests which assert that the version of wasm
+                    # bindgen downloaded is what we expect, and if `=` is
+                    # removed then it will download whatever the newest version
+                    # of wasm-bindgen is which may not be what's listed here.
+                    wasm-bindgen = "=0.2.74"
+
+                    [dev-dependencies]
+                    wasm-bindgen-test = "0.3"
+
+                    [profile.{}]
+                    inherits = "release"
+                    opt-level = 'z'
+                    lto = true
+                "#,
+                name, profile_name
+            ),
+        )
+    }
+
     /// Add a `Cargo.toml` with a correctly configured `wasm-bindgen`
     /// dependency, `wasm-bindgen-test` dev-dependency, and `crate-type =
     /// ["cdylib"]`.
@@ -404,6 +447,15 @@ pub fn js_hello_world() -> Fixture {
     fixture
 }
 
+pub fn js_hello_world_with_custom_profile(profile_name: &str) -> Fixture {
+    let fixture = Fixture::new();
+    fixture
+        .readme()
+        .cargo_toml_with_custom_profile("js-hello-world", profile_name)
+        .hello_world_src_lib();
+    fixture
+}
+
 pub fn no_cdylib() -> Fixture {
     let fixture = Fixture::new();
     fixture.readme().hello_world_src_lib().file(