Spotlight on Female Founders in Chinese Lingerie

In the heart of China’s booming fashion scene, a quiet revolution is unfolding—one stitched with silk, shaped by confidence, and led by fearless female founders. Once dominated by Western brands and male-run enterprises, the Chinese lingerie market is now being redefined by women who aren’t just designing undergarments—they’re reshaping cultural narratives around body positivity, intimacy, and self-expression.

Take Ubras, for example. Founded in 2016 by Zhang Xinyue, this direct-to-consumer brand disrupted the market with its tagline: “No wires, no limits.” By focusing on comfort-first designs and inclusive sizing, Ubras skyrocketed to fame during China’s Singles’ Day, pulling in over 500 million RMB in sales in 2020 alone. What’s more? Over 70% of their customer base are women aged 25–35 who value both style and substance.

Then there’s NEIWAI (meaning “inner & outer”), launched by Liu Xiaoling in 2014. NEIWAI boldly challenged taboos by using real women—of all shapes, skin tones, and ages—in campaigns without retouching. Their 2021 ‘Real Beauty Doesn’t Hide’ campaign went viral, boosting engagement by 180%. It wasn’t just marketing; it was a movement.

Why Female-Led Brands Are Winning

It’s simple: they understand the wearer. These founders live the experiences they design for. They know that modern Chinese women don’t want lace that pinches or ideals that exclude. They want empowerment, comfort, and authenticity—all worn next to the skin.

Beyond branding, data shows a clear shift in consumer behavior:

These brands aren’t just selling lingerie—they’re building communities. Social media plays a huge role, with Douyin (TikTok) and Xiaohongshu (Little Red Book) serving as launchpads for honest conversations about fit, fabric, and self-love.

But it hasn’t been easy. Many faced pushback from traditional retailers who doubted ‘wire-free’ could sell, or advertisers hesitant to show unretouched bodies. Yet, persistence paid off. In 2023, female-founded lingerie brands captured over 35% of China’s intimate apparel market, up from just 12% in 2018.

The future? Even bolder. With rising disposable income and digital fluency among Gen Z, these founders are expanding into loungewear, wellness, and even mental health partnerships. As Liu Xiaoling put it: “We’re not just changing bras—we’re changing how women feel in their own skin.”