Key Players Reshaping the Chinese Lingerie Landscape

If you think lingerie in China is all about conservative styles and mass-produced basics, think again. The Chinese lingerie market is undergoing a fierce transformation—driven by bold startups, empowered consumers, and a cultural shift toward body positivity and self-expression.

Gone are the days when imported European brands dominated silently. Today, homegrown labels like NEIWAI (内外), Ubras, and Curvy Mei are rewriting the rules. These brands aren’t just selling bras—they’re selling confidence, comfort, and inclusivity.

Let’s break it down with some real numbers:

China’s Lingerie Market at a Glance (2024)

What’s fueling this boom? Simple: Chinese women are no longer shopping for their husbands or society—they’re shopping for themselves. And they want products that reflect their lifestyles, not outdated norms.

Take NEIWAI. Launched in 2012, this brand kicked off the ‘no-wire’ revolution in China with its cotton-based, skin-friendly designs. But NEIWAI didn’t stop at product innovation. They launched campaigns like “I Wear What I Want” and featured real women—not models—with stretch marks, different body shapes, and unapologetic attitudes. Their revenue jumped from $150M in 2020 to over $300M in 2023.

Then there’s Ubras, the king of digital-first branding. With zero physical stores in its early years, Ubras leaned hard into social commerce—TikTok, Xiaohongshu (Little Red Book), and WeChat mini-programs. Their ‘quiet bra’ (无痕内衣) became a viral sensation, praised for being invisible under office wear. In 2023, Ubras hit $410 million in GMV during Singles’ Day alone.

And let’s not sleep on Curvy Mei, a rising star focused on plus-size inclusivity. While most brands cap their size range at L, Curvy Mei goes up to 4XL and uses AI-driven fit recommendations. Their customer retention rate? A jaw-dropping 63%, compared to the industry average of 38%.

Why Western Brands Are Struggling to Keep Up

Brands like Victoria’s Secret tried to enter China with their sexy, push-up playbook—but flopped. Why? Because Chinese millennials and Gen Z don’t romanticize the ‘angel’ aesthetic. They value comfort, functionality, and authenticity.

In fact, a 2023 McKinsey survey found that 72% of Chinese female consumers prioritize ‘breathable fabric’ over ‘sexy design.’ That’s a massive mindset shift.

The Road Ahead

The future of lingerie in China isn’t just about selling more bras—it’s about building communities. Brands that win will be those that listen, adapt, and empower. Whether it’s through sustainable materials, inclusive sizing, or body-positive messaging, the winners are already clear.

So if you're watching the fashion world, keep your eyes on China. This isn’t a trend—it’s a revolution stitched in silk and self-respect.