Chinese Lingerie Brand Evolution Over the Decade

Over the past decade, Chinese lingerie brands have gone from being afterthoughts in global fashion to serious players shaking up the industry. If you’d told me in 2013 that homegrown labels like NEIWAI (Inside) and Ubras would be challenging Victoria’s Secret on comfort, inclusivity, and smart design — I wouldn’t have believed it. But here we are.

The shift didn’t happen overnight. It was fueled by changing consumer values: more women demanding comfort over cleavage, sustainability over saturation, and real body representation over airbrushed fantasy. Chinese brands tapped into this early — and smartly.

Take Ubras, for example. In 2020, they hit $158 million in sales during Singles’ Day alone, according to Alibaba data. Their secret? Wire-free bras marketed with real women of all shapes — not models. NEIWAI followed a similar path, raising $180 million in Series D funding in 2021, showing serious investor confidence.

Let’s break down how these brands evolved:

Key Milestones in Chinese Lingerie Growth (2013–2023)

What’s clear is that comfort-driven design became the new luxury. While Western brands clung to push-up pads and underwires, Chinese labels embraced minimalism and function. They listened to Gen Z and millennial shoppers who said: ‘We want to feel good, not just look good.’

And it’s not just about product. These brands mastered digital storytelling. Ubras’ campaigns feature dancers, moms, and athletes — not just influencers. NEIWAI launched a podcast on female empowerment. This authenticity built trust — fast.

Looking ahead, the future is global. Brands like Ubras now offer international shipping and are optimizing sites for English speakers. The message? Chinese lingerie isn’t just for China anymore. They’re redefining what intimate apparel should be: inclusive, ethical, and effortlessly stylish.

If you're still sleeping on these brands, now’s the time to wake up — your comfort zone is waiting.