Empowered Bodies Confident Minds Chinese Lingerie Wave

If you've been scrolling through fashion feeds or shopping apps lately, you’ve probably noticed something different — lingerie in China isn’t just about lace and looks anymore. It’s about identity, comfort, and empowerment. Welcome to the Chinese lingerie wave, where homegrown brands are rewriting the rules and putting women’s self-expression front and center.

Gone are the days when international giants like Victoria’s Secret dominated the narrative with a one-size-fits-all (and let’s be honest, one-body-type-fits-all) approach. Today, Chinese consumers want more — more inclusivity, more authenticity, and yes, more style that actually fits their bodies. And local brands? They’re delivering.

Why the Chinese Lingerie Market Is Booming

The numbers don’t lie. According to Statista, China’s intimate apparel market hit over $20 billion in 2023, with an annual growth rate outpacing many Western markets. But it’s not just about size — it’s about shift in values.

Young Chinese women, especially Gen Z, are rejecting outdated beauty standards. They’re embracing body positivity and demanding products that reflect their real lives. This cultural pivot has opened the door for agile, digitally-native brands like NEIWAI (内外), Ubras, and Pear New York to thrive.

Local Brands Winning With Real Women

Take NEIWAI, for example. Founded in 2012, they kicked off their ‘No Body is Nobody’ campaign in 2020, featuring unretouched images of women of all shapes, skin tones, and sizes. The campaign went viral, sparking real conversations online. Fast forward to today, and they’re a leader in both e-commerce and physical retail across major cities.

Ubras took a slightly different route — innovation. Their zero-wire bras became a sensation on Xiaohongshu (China’s answer to Instagram + Pinterest), praised for combining comfort with sleek design. In 2022, Ubras reported over 3 million units sold of their best-selling soft cup bra in just one promotional period.

What Makes These Brands Different?

It’s simple: they listen. While global brands often push aspirational imagery, Chinese brands focus on relatability. Their marketing shows women at home, at work, living life — not just posing under dim lighting.

And it’s not just marketing. Product development is rooted in real feedback. Many brands use social media insights from user-generated content to tweak designs, improve sizing, and launch limited editions that sell out in hours.

The Road Ahead

The Chinese lingerie wave isn’t a trend — it’s a transformation. As these brands expand overseas and attract global attention, they’re proving that empowerment sells. Not because it’s trendy, but because it’s true.

So whether you're shopping for comfort, confidence, or just a better fit, it’s time to embrace the shift. The future of lingerie isn’t just sexy — it’s smart, inclusive, and proudly Chinese.