Social Media and the New Face of Chinese Lingerie

In recent years, Chinese lingerie has undergone a quiet revolution—one fueled not by runway shows in Paris or Milan, but by viral videos on Douyin and livestreams on Taobao. Social media isn’t just reshaping how we shop; it’s redefining beauty standards, body positivity, and what intimacy means in modern China.

Forget Victoria's Secret. The new face of lingerie in China is unapologetically local, digitally native, and refreshingly real. Brands like NEIWAI (内外), Ubras, and Intimissimi are leading the charge, using platforms like Xiaohongshu (Little Red Book) and WeChat to speak directly to women who value comfort, self-expression, and authenticity over padded bras and impossible silhouettes.

Take Ubras, for example. In 2023, they hit ¥1.8 billion in annual sales—all without a single physical store at launch. How? By mastering social commerce. Their 'No Wire, No Worries' campaign went viral on Douyin, racking up over 450 million views and sparking conversations about freedom, femininity, and function.

But it’s not just about selling products. These brands are building communities. NEIWAI’s #WearWhatYouWant hashtag has inspired thousands of user-generated posts celebrating diverse body types—from petite frames to plus sizes—challenging the long-standing ideal of the 'perfect' Chinese woman.

The Data Behind the Shift

Lingerie in China is no longer a taboo topic. According to iiMedia Research, the market size reached ¥176.9 billion ($24.3 billion) in 2023, with online sales accounting for nearly 68% of total revenue. And social media is the engine driving this growth.

What’s clear is that success now hinges on emotional connection. A survey by McKinsey found that 73% of Chinese female consumers choose lingerie brands that align with their values—especially body positivity and gender equality.

Why This Matters

This shift isn’t just commercial—it’s cultural. For decades, Western brands dominated with a one-size-fits-all fantasy. Now, Chinese women are reclaiming the narrative. Lingerie isn’t about seduction for others; it’s about feeling good for yourself.

And social media gives them the mic. On Xiaohongshu, you’ll find posts titled 'I’m 45, a mother of two, and I love my stretch marks' paired with photos in soft cotton bras. On Douyin, real women share unboxing videos, honest reviews, and styling tips—no airbrushing, no pretense.

The result? A more inclusive, empowering industry. As NEIWAI’s founder Liu Xiaoling put it: 'We don’t sell underwear. We sell confidence.'

So if you’re watching the future of fashion, look beyond Paris. Look at a 26-year-old in Chengdu filming a TikTok review in her living room. That’s where the real change is happening—one post, one bra, one voice at a time.