Post Pandemic Shifts in Chinese Lingerie Demand

Since the pandemic, China's lingerie market has undergone a quiet revolution. No longer just about looks, comfort and self-expression now reign supreme. Think less "sexy for others," more "cozy for me." The data speaks volumes: by 2023, China’s intimate apparel market hit $18.6 billion, with an annual growth rate of 9.3% — and it’s not slowing down.

So what changed? Lockdowns made people rethink priorities. Home workouts boomed, loungewear became streetwear, and bras? Well, many said goodbye to underwire for good. A 2023 McKinsey report found that 68% of urban Chinese women now prioritize comfort over traditional aesthetics when buying lingerie.

The Rise of 'No-Push-Up' Culture

Gone are the days when padding and push-up cups ruled. Brands like NEIWAI (内外) and Ubras have skyrocketed by championing minimalism and body positivity. Ubras reported a 140% sales jump in 2022 alone, thanks to its wire-free, seamless designs. These brands aren’t just selling bras — they’re selling freedom.

And it’s not just women ditching wires. Gender-neutral styles are gaining traction, especially among Gen Z. A survey by Alibaba’s Tmall showed a 75% year-on-year increase in unisex intimate wear searches in 2023.

Key Market Trends at a Glance

Why E-Commerce Rules the Intimates Game

Let’s be real — you’re not trying on bras in crowded malls anymore. Over 60% of lingerie purchases now happen online, with platforms like JD.com and Xiaohongshu driving discovery through live-stream shopping and KOL reviews. Livestreamers don’t just sell — they educate, normalizing conversations around fit, fabric, and female autonomy.

Take Ubras’ 2023 Singles’ Day campaign: one live session pulled in over $15 million in sales in under two hours. That’s the power of trust + convenience.

The Sustainability Angle

Eco-consciousness isn’t just a buzzword — it’s a buying criterion. 54% of Chinese consumers aged 18–35 say they’d pay more for sustainable lingerie (Boston Consulting Group, 2023). Brands using organic cotton, recycled lace, and plastic-free packaging are winning hearts — and loyalty.

NEIWAI, for example, launched its “Cotton Lab” line made entirely from GOTS-certified materials, and saw a 40% boost in repeat customers.

What’s Next?

The future is inclusive, digital-first, and deeply personal. AI-powered size finders, virtual try-ons, and subscription models are on the rise. And as Chinese women continue reclaiming their narratives, lingerie will stay less about seduction and more about self-love.

In short: the bra didn’t change — the woman wearing it did.