Discover the Rise of Chinese Lingerie Brands in 2024

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Move over, Victoria's Secret — there's a new player in town, and it’s redefining what sexy, comfortable, and inclusive lingerie really means. In 2024, Chinese lingerie brands are not just dominating local markets; they're making bold moves on the global stage. From sleek designs to body-positive messaging, homegrown labels like NEIWAI (内外), Ubras, and EmbryForm are turning heads — and sales charts.

So what’s behind this intimate apparel revolution? Let’s dive into the data, trends, and cultural shifts fueling the rise of Chinese lingerie brands.

The Market Boom: Numbers That Can’t Be Ignored

China’s lingerie market was valued at $18.7 billion in 2023, with projections hitting $25.3 billion by 2026 (Statista, 2024). Unlike Western brands that often prioritize glamour over comfort, Chinese brands are winning hearts by focusing on functionality, inclusivity, and emotional wellness.

Take Ubras, for example. The brand skyrocketed to fame with its wire-free bras and relatable marketing campaigns. In 2023, Ubras generated over ¥1.2 billion ($168 million) in annual revenue — all without a single brick-and-mortar store.

Why Are These Brands So Successful?

  • Comfort First: 78% of Chinese women now prefer soft, wireless bras (McKinsey, 2023).
  • Inclusive Sizing: NEIWAI offers sizes from A to F cup, catering to diverse body types.
  • Feminist Messaging: Campaigns highlight real women, body confidence, and self-love — no airbrushing needed.
  • E-commerce Mastery: Leveraging platforms like Taobao, Douyin, and JD.com, these brands reach millions overnight.

Top Chinese Lingerie Brands Shaping 2024

Here’s a quick comparison of the leading players:

Brand Founded Key Innovation Price Range (USD) Notable Campaign
NEIWAI (内外) 2012 Gender-neutral loungewear line $25–$60 “No Body is Nobody”
Ubras 2016 One-piece wire-free bras $15–$40 “Wear Nothing, Feel Everything”
EmbryForm 2017 Post-surgery & maternity support $20–$50 “Real Bodies, Real Beauty”

These aren’t just brands — they’re movements. NEIWAI’s “No Body is Nobody” campaign went viral across Asia, sparking conversations about body image and self-acceptance. Meanwhile, Ubras partnered with female athletes and artists to challenge outdated beauty norms.

Global Ambitions: Beyond China’s Borders

While rooted in Chinese culture, these brands are going global. NEIWAI launched in the U.S. and Europe in 2023, reporting a 40% increase in overseas sales within six months. Their secret? Minimalist design meets Eastern philosophy — think bamboo fabric, calming color palettes, and mindfulness-inspired branding.

And it’s not just about selling bras. It’s about selling a lifestyle — one where comfort, authenticity, and sustainability go hand in hand.

What This Means for You

Whether you're shopping for yourself or just curious about fashion’s next big wave, 2024 is the perfect time to explore what Chinese lingerie brands have to offer. They’re affordable, stylish, and — most importantly — designed for real life.

So if you’re tired of underwires digging in and ads that make you feel ‘not enough,’ maybe it’s time to go NEIWAI — inside — and embrace lingerie that truly fits.