Why Chinese Lingerie Brands Are Going Global Now

Let’s be real—just a few years ago, when you thought of luxury lingerie, names like Victoria’s Secret or Agent Provocateur probably came to mind. But now? Chinese lingerie brands are stepping into the spotlight, and they’re not just making noise—they’re winning fans from Paris to Los Angeles. So what changed? And why now?

The truth is, China’s intimate apparel market has evolved at lightning speed. No longer just about mass production, it's become a hub of innovation, quality, and design finesse. In 2023, China’s lingerie market hit $14.8 billion—and experts predict it’ll grow at a CAGR of 6.3% through 2028 (Statista). But here’s the kicker: nearly 35% of that revenue now comes from cross-border e-commerce. That means global customers are actively choosing Chinese lingerie brands over Western staples.

So what’s driving this shift? Let’s break it down.

1. Tech Meets Comfort

Brands like NEIWAI (内外) and Ubras aren’t just selling bras—they’re selling science-backed comfort. Ubras, for example, launched the first seamless ‘zero-feeling’ bra in 2016, which sold over 2 million units in its first year. They use smart fabrics with moisture-wicking, breathable materials developed in collaboration with textile labs in Guangdong. This focus on wearability resonates globally, especially as consumers ditch uncomfortable underwire for minimalist, body-positive designs.

2. Inclusivity Done Right

While Western brands still struggle with size ranges, Chinese brands lead in inclusivity. NEIWAI offers sizes from XXS to 3XL and features real women of all shapes in their campaigns. Compare that to legacy brands that only recently started expanding beyond US cup D.

3. Digital-First Dominance

These brands mastered social commerce before it went global. On platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok), they run viral campaigns with KOLs who actually wear and review products—not just pose. This authenticity builds trust fast.

Here’s how top Chinese lingerie brands stack up against traditional players:

As you can see, the value proposition is clear. And let’s not forget—many Chinese lingerie manufacturers now supply materials to high-end European labels. The expertise was there all along; now, it’s being branded and marketed with confidence.

Bottom line? Chinese lingerie isn’t just going global—it’s redefining what modern intimate wear should be: affordable, inclusive, and tech-smart. If you haven’t tried one yet, you’re missing out.