Chinese Lingerie Brands Pioneering Body Positivity

In recent years, China's lingerie market has undergone a quiet revolution—one stitched not with lace, but with empowerment. No longer confined to whisper-thin silhouettes and rigid beauty standards, homegrown Chinese lingerie brands are redefining intimacy wear by championing body positivity, inclusivity, and self-expression. From Shanghai startups to digitally native labels, these innovators are flipping the script on what lingerie can—and should—represent.

The Rise of Inclusive Lingerie in China

For decades, Western luxury brands dominated China’s intimate apparel scene, often promoting unattainable body ideals. But a cultural shift is underway. A 2023 McKinsey Consumer Report found that 68% of Chinese women aged 18–35 now prioritize comfort and self-confidence over traditional 'sexy' aesthetics. Enter brands like NEIWAI (内外), Ubras, and Curvy Mei, which have built loyal followings by embracing real bodies in all shapes, sizes, and skin tones.

NEIWAI, founded in 2012, was one of the first to adopt the slogan “No Body is Abnormal.” Their campaigns feature models with stretch marks, C-section scars, and diverse breast sizes—something rarely seen in mainstream advertising just five years ago.

Data That Speaks Volumes

The market response? Overwhelming. Check out this snapshot of growth and consumer sentiment:

*Based on user reviews from Tmall and RED (Xiaohongshu), 2023

Why It Matters: More Than Just Bras

These brands aren’t just selling soft fabrics—they’re selling self-acceptance. Ubras ditched underwires entirely, betting that women wanted freedom over structure. Their ‘Zero Feeling’ line went viral, raking in over ¥1 billion in annual sales. Meanwhile, Curvy Mei focuses exclusively on full-busted women, a group long ignored by mass-market players.

Social media plays a key role. On Xiaohongshu, hashtags like #MyBodyMyRules and #LingerieWithoutLimits have millions of views. Real customers post unfiltered try-on videos, celebrating stretch marks and asymmetry. It’s raw, real, and resonating.

The Road Ahead

While challenges remain—like expanding size ranges beyond current limits and improving sustainable practices—the momentum is undeniable. These Chinese brands are proving that inclusivity isn’t a trend; it’s the future. And as global consumers demand authenticity, the world is watching.

So next time you're shopping for lingerie, remember: the most revolutionary thing you can wear is confidence. And thanks to China’s bold new wave, it’s finally in style.