Empowerment Through Lingerie Chinese Women Speak

Let’s be real—lingerie isn’t just about looking good in someone else’s eyes. For a growing number of Chinese women, it’s becoming a tool for self-expression, body positivity, and personal empowerment. As social norms shift and domestic brands rise, the intimate apparel market in China is undergoing a quiet revolution—one stitch at a time.

Gone are the days when underwear choices were limited to plain cotton bras bought in bulk. Today, 68% of urban Chinese women aged 18–35 prioritize comfort and style equally when shopping for lingerie (McKinsey, 2023). And it’s not just about aesthetics—74% associate their choice of undergarments with confidence and mood regulation. That’s right: what you wear underneath can actually change how you show up in the world.

The Rise of Homegrown Lingerie Brands

International giants like Victoria’s Secret once dominated China’s market, but local players are now stealing the spotlight. Brands like NEIWAI (内外) and Ubras have redefined the game by focusing on inclusivity, minimal design, and body diversity. NEIWAI, for instance, reported a 40% year-on-year revenue increase in 2023, largely driven by word-of-mouth marketing and authentic storytelling campaigns featuring real women—not airbrushed models.

Here’s a quick look at how top lingerie brands stack up in key consumer priorities:

As you can see, homegrown brands aren’t just competitive—they’re often leading in areas that matter most to modern Chinese consumers: comfort, size inclusivity, and ethical practices.

Why Comfort Equals Confidence

One of the biggest shifts? The move away from painful, structured bras toward soft, wireless designs. In fact, sales of wireless bras in China jumped by 150% between 2020 and 2023 (Euromonitor). Why? Because women are saying no to discomfort—and yes to feeling like themselves.

“I used to think I had to suffer for beauty,” says Mei Lin, a 29-year-old designer in Shanghai. “Now I choose lingerie that feels like a second skin. It’s not rebellion—it’s respect for myself.”

This mindset is echoed across social platforms like Xiaohongshu (Little Red Book), where hashtags like #MyLingerieMyRules have racked up over 200 million views. User-generated content celebrates stretch marks, diverse breast shapes, and unretouched photos—challenging long-standing beauty ideals.

Finding Your Fit: A Quick Guide

Still unsure where to start? Here’s a pro tip: forget the cup sizes you’ve been told your whole life. Many Chinese women are discovering they’ve been wearing the wrong size for years. A proper fit should feel supportive without digging in. Look for brands that offer fit quizzes or free exchanges.

And if you’re exploring options, consider checking out Ubras’ seamless collection—it’s a fan favorite for daily wear thanks to its feather-light fabric and zero-poke design.

At the end of the day, lingerie isn’t about seduction or societal approval. For today’s Chinese women, it’s about autonomy, comfort, and showing up as your truest self—no compromises.