Latest Developments in China's Lingerie Industry 2024

If you've been keeping an eye on fashion trends, you can't miss the lingerie revolution quietly unfolding in China. Once dominated by conservative styles and foreign brands, the Chinese lingerie market is now a hotbed of innovation, self-expression, and body positivity. In 2024, this industry isn’t just growing—it’s evolving with cultural shifts, tech integration, and bold new consumer demands.

The Rise of Homegrown Brands

Gone are the days when Victoria's Secret ruled the roost. Chinese consumers are now embracing local labels like NEIWAI (内外), Ubras, and Shanghai Rose—brands that prioritize comfort, inclusivity, and minimalist design. These homegrown players have tapped into a deeper cultural shift: women want lingerie that feels good, not just looks good.

Take Ubras, for example. In 2023, they reported over ¥6 billion in annual sales—a 40% year-on-year increase—thanks to their seamless, wire-free bras marketed through social media influencers and livestreaming platforms like Douyin and Taobao.

Market Growth & Consumer Insights

According to iiMedia Research, China's lingerie market hit ¥185.7 billion ($25.8 billion) in 2023, and is projected to grow at a CAGR of 9.3% through 2026. What’s driving this surge? Three key factors:

• Younger demographics (ages 18–35) now make up 68% of buyers.
• Body positivity movements encouraging diverse sizing (up to size 4XL).
• E-commerce dominance: over 75% of purchases happen online.

Top Lingerie Brands in China (2024)

Tech Meets Intimacy: Smart Lingerie?

Yes, really. In 2024, some Chinese startups are experimenting with smart bras embedded with sensors to monitor posture, heart rate, and even breast health. While still niche, companies like Breastech are gaining attention for blending wellness with wearables—a true fusion of fashion and function.

Sustainability & The Future

Eco-consciousness is rising. NEIWAI now uses 70% recycled fabrics across its core lines, and Ubras has eliminated plastic packaging entirely. Consumers are rewarding these efforts: 61% say sustainability influences their purchase decisions.

Looking ahead, expect more AI-driven fit recommendations, augmented reality try-ons, and inclusive campaigns celebrating all body types. The message is clear: Chinese lingerie is no longer about seduction—it’s about self-love, comfort, and confidence.

So whether you're a shopper, investor, or trend watcher, one thing’s certain: China’s lingerie scene in 2024 is bold, beautiful, and here to stay.