A Closer Look at China's Fast Growing Lingerie Market

If you thought the Chinese lingerie market was all about conservative styles and functional bras, think again. Over the past decade, China’s intimate apparel industry has undergone a full-blown revolution — driven by rising incomes, empowered women, and social media trends that are reshaping what it means to wear lingerie.

Gone are the days when comfort and modesty were the only priorities. Today’s Chinese consumers, especially millennials and Gen Z, are embracing lingerie as a form of self-expression, body positivity, and even fashion statements. The result? A booming market projected to hit $28 billion by 2025, up from $14.3 billion in 2020 (Statista).

The Rise of Homegrown Brands

International giants like Victoria’s Secret once dominated headlines, but local players are now stealing the spotlight. Brands like NEIWAI (内外), Ubras, and Curélia are redefining the game with minimalist designs, inclusive sizing, and bold marketing campaigns focused on real bodies and emotional wellness.

Take NEIWAI, for example. Founded in 2012, it cracked the $100 million revenue mark in 2021 and expanded to the U.S. market shortly after. Their secret? Speaking directly to urban, educated women who value comfort without sacrificing style.

Why Is This Market Exploding?

• Female empowerment: More women in high-paying jobs = more disposable income to spend on themselves.
• E-commerce boom: Platforms like Tmall and JD.com make shopping private and convenient.
• Social media influence: KOLs (Key Opinion Leaders) on Xiaohongshu and Douyin normalize talking about bras, body shapes, and self-love.
• Body positivity movement: Campaigns featuring unretouched models and diverse body types resonate deeply.

Market Breakdown: Key Players & Performance (2023)

What’s Next?

The future is wireless, inclusive, and digital-first. Smart bras with health-tracking features? Already in development. Virtual fitting rooms powered by AI? Being tested on Taobao. Sustainability? Top brands are switching to recycled fabrics and eco-packaging.

For global brands eyeing this space: localization isn’t optional — it’s essential. Success here means understanding that Chinese consumers don’t just buy lingerie; they buy confidence, comfort, and identity.

In short, China’s lingerie market isn’t just growing — it’s evolving. And if you’re not paying attention, you’re missing one of the most exciting fashion revolutions of our time.