The "She-Economy": How Chinese Women are Driving Lingerie Market Change

Forget everything you thought you knew about lingerie in China. The days of frilly, one-size-fits-all bras designed by men for passive consumers are over. Enter the She-Economy — a cultural and economic wave powered by independent, fashion-forward Chinese women who aren’t just buying underwear — they’re redefining it.

Today’s female consumer in China isn’t waiting for permission. She’s educated, digitally savvy, and unapologetically prioritizing comfort, self-expression, and body positivity. And brands? They’re scrambling to catch up.

According to She-Economy research by McKinsey, women now influence over 75% of household spending in China and generate nearly 40% of total personal consumption. In the intimate apparel market alone, sales hit $16.3 billion in 2023, with an annual growth rate of 9.8% — outpacing many other fashion segments.

The Rise of Female-Centric Brands

Homegrown labels like NEIWAI (内外) and Ubras are leading the charge. These brands speak directly to modern women through inclusive marketing, gender-neutral aesthetics, and data-driven designs. Ubras, for instance, launched its “No Hook, No Wire” campaign in 2020, which went viral on Xiaohongshu and Douyin, racking up over 1.2 billion views in three months.

What’s fueling this shift? Simple: trust. A 2023 survey found that 68% of urban Chinese women aged 18–35 prefer brands that feature real women — not models — in ads. Authenticity sells.

Data That Speaks Volumes

Let’s break down how quickly the market is evolving:

Notice the trend? Not only is the market growing, but the core consumer base is getting younger. Gen Z women now make up over half of all purchases, favoring minimalist styles, sustainable fabrics, and seamless functionality.

Why Traditional Giants Are Struggling

International players like Victoria’s Secret once dominated mall kiosks across Shanghai and Beijing. But their hyper-sexualized image feels increasingly out of touch. After closing over 100 stores in China since 2019, Victoria’s Secret has pivoted — launching body-positive campaigns and expanding cup sizes. Too little, too late?

In contrast, NEIWAI partnered with female psychologists and ergonomics experts to design bras based on real body scans from over 10,000 Chinese women. Their message? Comfort is confidence.

This is no longer just about lingerie — it’s about identity. When a woman buys a Ubras soft-cup bra, she’s not just choosing fabric; she’s aligning with a lifestyle rooted in autonomy and self-care. That emotional connection is something legacy brands are still learning to navigate.

For deeper insights into how this shift began, check out our guide on the evolution of the She-Economy.

What’s Next?

Expect more innovation in smart lingerie (think posture-tracking bras), eco-conscious materials, and community-led design. With social commerce platforms like Pinduoduo and WeChat Mini-Shops enabling direct feedback loops, brands can now co-create products with customers in real time.

The bottom line? The Chinese lingerie market isn’t just growing — it’s being reinvented from the inside out, one empowered woman at a time.