Chinese Lingerie Brands Embracing Body Positivity
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- 来源：CN Lingerie Hub
If you've been scrolling through Chinese e-commerce platforms lately, you’ve probably noticed a shift—lingerie isn’t just about lace and 'perfect' bodies anymore. Homegrown brands are stepping up with inclusive sizing, diverse models, and messaging that screams body positivity. And honestly? It’s about time.
As a lifestyle blogger who’s tested everything from luxury imports to indie labels, I’ve seen how the narrative around beauty in China is changing. Forget the old-school obsession with slim silhouettes. Today, brands like NEIWAI (内外) and Miss Candy have made it their mission to celebrate real bodies—curvy, petite, tall, all of them.
Take NEIWAI, for example. Since launching in 2012, they’ve pushed boundaries by using unretouched photos and featuring women of all sizes in campaigns. Their 2023 annual report showed a 40% increase in sales among customers aged 25–40—a demographic that values authenticity over airbrushing.
But it’s not just marketing fluff. These brands are backing talk with action. Here’s a quick comparison of top Chinese lingerie brands embracing body inclusivity:
| Brand | Size Range | Diverse Campaigns | Material Sustainability | Customer Trust Score (out of 10) |
|---|---|---|---|---|
| NEIWAI | XXS–3XL | Yes | Organic cotton, recycled fibers | 9.1 |
| Miss Candy | XS–XXL | Yes | Lace & eco-blend fabrics | 8.4 |
| Ubras | XXS–2XL | Yes (notably 'No Wire, No Worries' campaign) | Microfiber (partially recycled) | 8.7 |
| Maniform | S–XL | Limited | Conventional fabrics | 7.3 |
What stands out? NEIWAI leads not just in size range but in consumer trust. Their focus on comfort and mental well-being—taglines like 'Comfort is the New Sexy'—resonate deeply with modern Chinese women.
And let’s talk fit tech. Ubras introduced AI-powered bra recommendations in 2022, reducing return rates by 30%. That’s huge in an industry where online returns can hit 50%. Pair that with body-positive messaging, and you’ve got a winning formula.
The bottom line? The Chinese lingerie market is projected to reach $12 billion by 2026 (Statista, 2023), and brands that align with self-acceptance are capturing the largest share. If you're looking for quality, comfort, and confidence, check out body positive lingerie brands in China. Your curves don’t need fixing—they need support.