Rise of Local Brands in Chinese Lingerie Market

When you think of lingerie, names like Victoria's Secret might pop into your head. But guess what? In China, homegrown brands are stealing the spotlight — and hearts. The Chinese lingerie market is undergoing a quiet revolution, with local labels like NEIWAI (Undercover), Ubras, and Mamahuhu redefining comfort, style, and body positivity.

Gone are the days when padded bras and tight lace ruled the scene. Today’s Chinese women want functionality, inclusivity, and authenticity. And local brands are delivering exactly that. According to a 2023 report by iiMedia Research, the Chinese intimate apparel market hit ¥175.8 billion (~$24.3 billion) in sales, with domestic brands capturing over 45% market share — up from just 30% five years ago.

So what’s fueling this rise? Let’s break it down.

The Comfort Revolution

Ubras nailed it with their “zero-pressure” bra concept. No wires, no padding, just soft fabric that moves with you. In 2022, they raked in over ¥2 billion in Tmall’s Singles’ Day alone. That’s not just sales — that’s a cultural shift.

Meanwhile, NEIWAI has built a cult following by championing body diversity. Their campaigns feature real women of all shapes, ages, and skin tones. Talk about refreshing.

Why Local Beats Global

International giants misread the room. They pushed fantasy over function. But Chinese consumers today care more about how a bra feels than how it looks on a runway. A 2023 survey found that 68% of women aged 18–35 prioritize comfort above all else when buying lingerie.

Local brands also move faster. They use social media insights to launch new styles in weeks, not seasons. Plus, they speak the language — literally and culturally. Campaign slogans like NEIWAI’s “True Beauty Lies in Comfort” resonate deeply.

Market Share Showdown: Local vs. International (2023)

As you can see, not only are local lingerie brands gaining ground, but they’re doing so at a much faster pace — and at price points that make sense for everyday shoppers.

The Role of E-Commerce & Social Media

WeChat, Xiaohongshu (Little Red Book), and Douyin (China’s TikTok) are game-changers. Ubras grew largely through viral Douyin challenges promoting their wire-free bras. NEIWAI uses KOLs (Key Opinion Leaders) to spark conversations about self-love and mental wellness — turning underwear into a lifestyle statement.

In fact, over 70% of first-time buyers discover local brands through social media content, not ads. That’s trust-driven commerce at its finest.

What’s Next?

The future is inclusive, sustainable, and digital-first. Brands like Mamahuhu are experimenting with eco-friendly fabrics and gender-neutral designs. Virtual fitting rooms powered by AI are already being tested on Tmall.

If you're exploring opportunities in the Chinese lingerie market, now’s the time. Whether you're a consumer or entrepreneur, one thing’s clear: local isn’t just rising — it’s leading.