Chinese Lingerie Market Sees Surge in Domestic Brands

Forget Victoria's Secret—China's lingerie scene is getting a major glow-up, and this time, it’s homegrown brands leading the charge. No more cookie-cutter push-ups or overly frilly sets that scream 'trying too hard.' Today’s Chinese lingerie market is all about comfort, self-expression, and cultural pride—and domestic labels are cashing in big time.

According to Statista, China’s lingerie market hit a staggering $28.5 billion in 2023, with local brands now capturing over 45% of total sales—a sharp rise from just 30% five years ago. What changed? Simple: Chinese women aren’t just buying underwear; they’re investing in identity.

Brands like NEIWAI (内外), Ubras, and Curélia have flipped the script. Instead of selling sex appeal, they sell self-love. NEIWAI’s slogan—‘Comfort is the new sexy’—resonates across Gen Z and millennial shoppers who value function as much as fashion.

Why Domestic Brands Are Winning

• Cultural Relevance: Local brands understand body types, skin tones, and lifestyle needs better than global giants.
• Social Media Savvy: TikTok and Xiaohongshu campaigns go viral with real-body modeling and body-positive messaging.
• Innovation: From moisture-wicking bamboo fabric to wireless bras with medical-grade support, tech meets comfort.

Market Share Breakdown (2023)

The data speaks volumes. While international names still hold clout, their growth is slowing. Meanwhile, e-commerce private labels—often sold on Taobao or Pinduoduo—are surging thanks to ultra-affordable pricing and fast trend turnover.

What Shoppers Really Want

A 2023 survey by Mintel China found that 68% of female consumers prioritize ‘breathable fabric’ over lace details, and 61% prefer brands that feature diverse body types in ads. That’s a death knell for outdated glamour models and a green light for authenticity.

Ubras nailed it with its ‘No Wire, No Worry’ campaign, which boosted sales by 75% in Q1 2023. Their seamless bras, priced between 129–259 RMB, dominate Tmall’s bestseller lists month after month.

The Road Ahead

Analysts predict the Chinese lingerie market will grow at a CAGR of 9.3% through 2027, driven by rising disposable income and feminist consumerism. But challenges remain—especially in三四线 cities where brand loyalty still leans foreign.

Still, the momentum is clear. As one Shanghai-based shopper put it: ‘I don’t need to look sexy for anyone else. I wear what makes me feel good.’ And that mindset? That’s reshaping an entire industry.

So whether you're launching a brand or just shopping smarter, remember: in today’s China, lingerie isn’t about allure—it’s about autonomy.