Behind the Seams of China's Hottest Lingerie Label

If you’ve been scrolling through Chinese social media lately, you’ve probably seen it—sleek, minimalist lingerie that feels more Parisian atelier than factory-floor fashion. Welcome to the rise of NEIWAI, China’s hottest intimate apparel brand turning underwear into a lifestyle statement.

Founded in 2012 by Ella Song, NEIWAI (meaning “inner garments” in Mandarin) started with a simple mission: comfort without compromise. Fast forward to today, and it’s redefining how Chinese women view their lingerie—not as something frilly or forced, but as self-expression rooted in ease and authenticity.

The Quiet Revolution in Chinese Lingerie

Gone are the days when red lace and push-up bras ruled the market. A 2023 Mintel report found that over 68% of urban Chinese women aged 25–35 now prioritize comfort over traditional sex appeal in their underwear choices. That shift? NEIWAI didn’t just ride the wave—they created it.

By blending Japanese-inspired minimalism with Western-style inclusivity, NEIWAI has built a cult following. Their bestseller, the Cloud Series Bra, made from ultra-soft modal fabric, sold over 1.2 million units in 2023 alone. And get this—it has a 4.9-star average rating across Tmall and Little Red Book.

Why NEIWAI Stands Out

• Inclusive Sizing: From A to F cups, NEIWAI offers extended sizing—rare in a market historically focused on smaller frames.
• Sustainability Focus: They use OEKO-TEX certified fabrics and reduced plastic packaging, appealing to eco-conscious shoppers.
• Community-Led Marketing: Instead of celebrity endorsements, they collaborate with real users, fitness influencers, and body positivity advocates.

By the Numbers: NEIWAI at a Glance

Source: Company reports & Alibaba Retail Insights (2024)

Culture Stitched Into Every Seam

What really sets NEIWAI apart is its storytelling. Campaigns like #NoBodyIsNobody challenge beauty norms, featuring unretouched photos of real customers. In 2023, their Lunar New Year collection celebrated female artisans across Yunnan, weaving traditional embroidery into modern bralettes—a fusion of heritage and hip.

They’ve also cracked the code on omnichannel retail. While many DTC brands struggle offline, NEIWAI’s brick-and-mortar stores double as community spaces, hosting yoga classes and wellness talks. It’s not just shopping—it’s self-care.

The Future of Intimates in China?

With competitors like Ubras and NEIWAI TRUE (their premium line launching in 2024), the market’s heating up. But NEIWAI’s early lead in trust, design, and emotional connection keeps them ahead.

As one fan put it: “I don’t just wear NEIWAI—I believe in it.”

In a world where fast fashion fades, NEIWAI proves that slow, thoughtful design—backed by data, culture, and real voices—is here to stay.