Top Brands Leading the Chinese Lingerie Market Today

If you're into fashion or just curious about trends, you’ve probably noticed how fast the lingerie game in China is evolving. It’s not just about function anymore — it’s about style, comfort, and empowerment. The Chinese lingerie market has exploded in recent years, driven by rising disposable incomes, shifting social attitudes, and a growing focus on self-expression among women. So who’s really leading the charge? Let’s dive into the top brands dominating this space right now.

First up, Ubras. This brand practically redefined comfort with its ‘no-wire’ bras, going viral on platforms like Xiaohongshu and Douyin. In 2023, Ubras raked in over CNY 3 billion in annual sales, mostly through e-commerce. Their minimalist design and inclusive sizing resonate with young urban professionals who value both aesthetics and ease.

Then there’s NEIWAI (内外), which stands out with its bilingual branding and body-positive messaging. NEIWAI reported a 40% year-on-year growth in 2023 and now operates over 100 physical stores across major cities like Shanghai, Beijing, and Shenzhen. What makes them special? They don’t just sell lingerie — they promote a lifestyle of inner confidence and authenticity.

Don’t sleep on Curvy Mei (奶糖派) either. Catering specifically to full-busted women, this niche player has built a fiercely loyal community. With over 5 million followers on social media and a customer satisfaction rate of 96%, Curvy Mei fills a gap many mainstream brands ignore.

And of course, international names like Victoria’s Secret are still in the mix, though their market share has dipped from 8% in 2020 to just 4.5% in 2023. Why? Critics say they failed to adapt quickly enough to local tastes — too much glamour, not enough comfort.

To give you a clearer picture, here’s a quick comparison of key players:

So what’s driving these shifts? Data shows that 78% of Chinese women now prioritize comfort over sexiness when choosing lingerie — a huge shift from a decade ago. Plus, sustainability matters: NEIWAI uses eco-friendly fabrics in 60% of its line, while Ubras has eliminated plastic packaging entirely.

In short, the Chinese lingerie market isn’t just growing — it’s maturing. Local brands are winning by listening to real customer needs, leveraging digital platforms, and championing inclusivity. Whether you're a shopper or an observer, one thing’s clear: the future of lingerie in China is bold, comfortable, and unapologetically authentic.