Market Trends Reshaping Lingerie Brands in China Today

If you're keeping an eye on the fashion industry in China, one thing’s for sure — the lingerie market is undergoing a massive transformation. Forget the days when it was all about lace and luxury imports. Today, Chinese consumers want comfort, inclusivity, and authenticity — and local brands are stepping up big time.

As someone who's been analyzing consumer behavior in Asian markets for over a decade, I’ve seen how cultural shifts and digital platforms are reshaping what women (and increasingly, men) look for in intimate apparel. Let’s break down the real trends driving change — with data to back it up.

The Rise of Homegrown Brands

International giants like Victoria’s Secret once dominated mall storefronts across Tier-1 cities. But since their 2019 retreat from China, homegrown players like Ubras and NEIWAI (Intimissimi) have filled the gap — not just in shelf space, but in cultural relevance.

Ubras, known for its ‘no wire, no push-up’ philosophy, reported over ¥1.5 billion in GMV during Double 11 2023. That’s not luck — it’s smart branding aligned with modern values.

Comfort Over Glamour

A 2023 McKinsey report found that 68% of Chinese women aged 18–35 prioritize comfort over aesthetic appeal when choosing bras. This shift has fueled demand for sports-style bras, cotton blends, and size-inclusive designs.

Here’s a snapshot of market share growth among key players:

Notice a pattern? The brands embracing minimalism and body positivity are gaining fast.

Social Commerce Is King

No more glossy magazine ads. Today, 74% of lingerie purchases start on Xiaohongshu or Douyin, according to a 2024 Kantar survey. Influencers aren’t just modeling products — they’re hosting live try-ons, discussing sizing issues, and normalizing conversations around breast health and fit.

This transparency builds trust. And trust drives sales. Ubras, for example, partners with mid-tier KOCs (Key Opinion Consumers) rather than celebrities, making their messaging feel more relatable.

Inclusivity Isn’t Optional

Size ranges are expanding. Where Western brands often cap at EU 90D, Ubras now offers sizes up to 105E. NEIWAI launched a gender-neutral line in 2023, tapping into younger, progressive demographics.

It’s not just about size — it’s about representation. Ads now feature real bodies, stretch marks, and diverse skin tones. As one leading lingerie analyst put it: “Chinese consumers don’t want fantasy. They want reflection.”

What’s Next?

Sustainability and tech integration are on the horizon. Bamboo fabric, biodegradable packaging, and AI-powered fit quizzes are becoming standard. Brands that fail to innovate won’t survive the next wave.

The message is clear: the future of lingerie in China isn’t imported — it’s intelligent, inclusive, and locally rooted.