Beyond Victoria's Secret: How Chinese Brands Are Telling Their Own Stories

Remember when Victoria’s Secret ruled the global lingerie game? Supermodels, pink branding, and runway spectacles—it was the dream. But times have changed. While Victoria’s Secret struggled to stay relevant, a new wave of Chinese lingerie brands has quietly taken center stage—crafting stories that resonate with local values, body positivity, and cultural pride.

From Shanghai to Shenzhen, homegrown labels like NEIWAI (内外) and Ubras are redefining intimacy wear—not by copying Western ideals, but by flipping the script entirely. These brands aren’t just selling bras; they’re selling self-expression, comfort, and authenticity.

Take NEIWAI, for example. Founded in 2012, it built its identity around the slogan “Live in a comfortable way.” No frills, no push-up padding—just soft fabrics and inclusive sizing. By 2023, NEIWAI had over 180 stores across China and raised more than $100 million in funding. That’s not just growth; it’s a movement.

And then there’s Ubras. In 2020, their ‘No Border, No Pressure’ campaign went viral on Weibo, celebrating women who choose comfort over conformity. The result? A 300% sales surge during Singles’ Day. Now, they’re expanding into Southeast Asia and Europe—with quiet confidence, not flashy ads.

Why Chinese Lingerie Is Winning

The secret isn’t just in the fabric—it’s in the philosophy. Western lingerie often sells fantasy. Chinese brands sell reality. They focus on fit for real bodies, sustainability, and emotional connection. According to a 2023 McKinsey report, 68% of Chinese female consumers prioritize comfort over aesthetics when choosing underwear—compared to just 42% in the U.S.

Here’s how top Chinese lingerie brands stack up:

What stands out? These brands don’t rely on supermodels. They use real women—different ages, sizes, skin tones. Their marketing feels personal, almost conversational. And it works.

The Cultural Shift Behind the Seams

This isn’t just about fashion—it’s about identity. Young Chinese women today are rejecting outdated beauty standards. They want products that reflect *their* lives, not Western fantasies. As one Shanghai-based consumer put it: “I don’t want to look sexy for someone else. I want to feel good for myself.”

Social media fuels this shift. On Xiaohongshu (China’s answer to Instagram), hashtags like #TrueToMe and #ComfortOverCurve have millions of posts. Influencers share unfiltered reviews, focusing on breathability, support, and daily wearability—not cleavage.

Even product design reflects this mindset. Many Chinese bras now feature bamboo fiber, recycled materials, and adjustable straps for all-day ease. Sustainability isn’t a buzzword—it’s a baseline.

What’s Next?

As these brands grow, they’re not just competing with Victoria’s Secret—they’re rewriting the rules. Global expansion is underway, but with a twist: they’re bringing Chinese values abroad, not just products.

The future of lingerie isn’t about who can be sexiest. It’s about who can be most authentic. And right now, Chinese brands are leading the charge—one comfortable bra at a time.