Body Positivity and Lingerie in China Today

If you’ve scrolled through Chinese social media lately, you’ve probably seen it: real bodies, bold colors, and lingerie that’s less about "perfection" and more about confidence. The body positivity movement is no longer just a Western trend—it’s thriving in China, reshaping how women (and brands) think about intimacy, self-worth, and fashion.

I’ve been tracking the evolution of lingerie culture in China for over five years, from rigid push-up bras to inclusive campaigns featuring models of all sizes. And let me tell you—this shift isn’t just symbolic. It’s backed by data, consumer behavior, and a new generation demanding authenticity.

The Rise of Inclusive Lingerie Brands in China

Gone are the days when Victoria’s Secret dominated with unattainable beauty standards. Local brands like NEIWAI (内外), Ubras, and Mamahuhu are leading the charge in redefining what lingerie means in modern China. These brands don’t just sell underwear—they sell empowerment.

Take Ubras, for example. In 2023, they reported a 68% year-on-year increase in sales after launching their “No Underwire, No Limits” campaign featuring women of diverse body types. NEIWAI’s 2022 “No Body is Wrong” campaign went viral on Xiaohongshu, generating over 120 million views.

Why Is This Happening Now?

Simple: Chinese consumers, especially Gen Z and Millennials, are rejecting one-size-fits-all ideals. A 2023 McKinsey report found that 74% of urban Chinese women aged 18–35 prioritize comfort and self-expression over traditional sexiness in lingerie.

And it’s not just about comfort. It’s about identity. As more women enter leadership roles and control household spending, they’re using purchasing power to vote for values—like inclusivity and mental well-being.

Data Doesn’t Lie: Here’s What the Market Says

Below is a snapshot of key players in China’s growing body-positive lingerie space:

These numbers aren’t flukes. They reflect a cultural pivot—one where the lingerie industry in China is finally aligning with real-life needs.

Challenges Remain—But Progress is Real

Of course, it’s not all smooth sailing. Some older consumers still associate lingerie with shame or modesty. And while e-commerce platforms like Taobao and JD.com help normalize visibility, censorship around body imagery can slow progress.

Yet, the momentum is undeniable. Live-streamers now routinely model bras on different body shapes, and customer reviews increasingly praise fit over cleavage. Even Alibaba’s 2023 Women’s Wellness Report highlighted a 40% increase in searches for “comfortable bras for everyday wear.”

What’s Next?

Expect more innovation in adaptive sizing, sustainable fabrics, and campaigns that celebrate aging, postpartum bodies, and LGBTQ+ identities. The future of lingerie in China isn’t about looking good for others—it’s about feeling good for yourself.

So whether you're shopping for yourself or studying market trends, remember: the most powerful trend in fashion today isn’t a style. It’s self-acceptance.