Affordable Luxury Lingerie Booming in China

China's lingerie market is undergoing a sexy revolution. Forget boring cotton bras and basic styles — Chinese consumers, especially Gen Z and young professionals, are chasing affordable luxury lingerie that blends elegance, comfort, and Instagram-worthy design. And brands are responding fast.

Once dominated by functional undergarments, the Chinese lingerie scene has transformed into a booming playground of self-expression and body positivity. According to Statista, China’s lingerie market hit $28 billion in 2023, with an annual growth rate of nearly 9.5%. But here’s the twist: it’s not just about price anymore — it’s about perceived value.

So what exactly is driving this surge in affordable luxury? It’s a mix of rising disposable incomes, digital-savvy shoppers, and a cultural shift toward self-care. Women aren’t buying lingerie just for others to see — they’re doing it for themselves. As one Shanghai-based buyer put it: “I wear lace not because someone will see it, but because it makes me feel powerful.”

Brands like NEIWAI (内外), Ubras, and IntimaSeoul have cracked the code. They offer minimalist designs, premium fabrics like modal and microfiber, and inclusive sizing — all at prices between ¥99–299 ($14–42). Compare that to Victoria’s Secret or Agent Provocateur, where a single set can cost over ¥800, and you’ll see why these homegrown labels are winning hearts (and wallets).

Let’s break down how these top players stack up:

The magic lies in their digital-first strategy. These brands dominate on Little Red Book (Xiaohongshu), Taobao Live, and WeChat Mini Programs, using influencer try-ons, real-body campaigns, and user-generated content to build trust. Ubras, for example, pulled in over ¥1 billion in GMV during Singles’ Day 2023 — proof that comfort and cuteness sell.

But it’s not just about looks. The new wave of lingerie focuses on function meets fashion. Think wireless bras with medical-grade support, moisture-wicking fabrics for humid summers, and pieces designed for different lifestyles — from WFH lounging to date nights.

And let’s talk inclusivity. Gone are the days when ‘one size fits all’ meant ignoring diverse body types. NEIWAI launched a campaign titled No Body is Wrong, featuring real women with stretch marks, scars, and all shapes — sparking national conversation and earning massive loyalty.

For global brands eyeing this space? Localization is key. Simply translating Western slogans won’t cut it. Chinese consumers want authenticity, emotional connection, and products that reflect their daily lives. That’s why even international players like Triumph and Aimer are now launching sub-brands with softer aesthetics and mid-tier pricing.

In short, the era of affordable luxury lingerie in China isn’t just trending — it’s redefining intimacy, identity, and empowerment, one seamless bra at a time.