Emphasis on Comfort Drives Chinese Lingerie Market Innovation

In recent years, the Chinese lingerie market has undergone a quiet revolution—not led by lace or luxury, but by comfort. Forget the days when tight straps and underwire ruled the drawer. Today’s Chinese women are saying no to discomfort and yes to soft fabrics, breathable materials, and body-positive designs. This shift isn’t just a trend—it’s a full-blown cultural reset.

According to Euromonitor, China’s lingerie market hit ¥145 billion (about $20 billion USD) in 2023, with an annual growth rate of 8.3%. But here’s the kicker: over 65% of consumers now list 'comfort' as their top priority when shopping—above price, brand, or even style. That’s a seismic change from a decade ago, when sex appeal and slimming effects dominated marketing campaigns.

The Rise of 'No-Push-Up' Culture

Brands like NEIWAI (内外) and Ubras have ridden this wave to massive success. NEIWAI, founded in 2012, built its brand on the slogan “True Comfort, True Beauty” and now boasts over 1 million active customers. Ubras, known for its wire-free bras, saw sales surge by 120% YoY during the 2022 Singles’ Day festival.

Why the boom? Simple. Women are rejecting outdated beauty standards. They want lingerie that feels good, not one that reshapes them into someone else. As Lily Chen, a 29-year-old Shanghai office worker, puts it: “I spend 12 hours a day at work—I’m not sacrificing comfort for cleavage.”

Comfort Meets Tech: The New Lingerie Formula

It’s not just about ditching wires. Innovation is key. Brands are investing in smart fabrics—think moisture-wicking bamboo fibers, seamless knitting tech, and temperature-regulating textiles. Ubras launched a Zero Gravity Bra using aerospace-grade materials to evenly distribute weight. Sounds sci-fi? It sold out in three hours.

Meanwhile, AI-powered fit tools are helping customers find their perfect size online—critical in a market where 78% of women wear the wrong bra size.

Market Shifts in Numbers

Here’s a snapshot of how consumer preferences are reshaping the industry:

Sourced from Kantar Worldpanel, this data shows a clear pivot: comfort now outweighs nearly every other factor.

The Role of Social Media & Female Empowerment

Platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) have amplified real voices. Influencers share unfiltered reviews, body diversity, and comfort-first routines. Hashtags like #MyBodyMyRules and #ComfortOverCorsets have millions of views.

This isn’t just commerce—it’s community. Women are redefining intimacy apparel on their own terms. As NEIWAI’s CEO Liu Xiaoyang said, “We’re not selling bras. We’re selling self-acceptance.”

What’s Next?

Expect more inclusivity—extended sizing, gender-neutral lines, and sustainable practices. Ubras recently introduced a recyclable bra line, while NEIWAI launched a campaign featuring women of all shapes, ages, and skin tones.

The message is clear: comfort isn’t temporary. It’s the new standard. And in China’s booming lingerie market, feeling good is finally fashionable.