Rise of Body Positivity in China's Lingerie Industry Trends

In recent years, China's lingerie market has undergone a quiet revolution—one that’s not just about lace and silk, but self-love and inclusivity. Gone are the days when 'perfect' meant slim, pale, and petite. Today, real curves, diverse skin tones, and unapologetic confidence are stealing the spotlight. Welcome to the rise of body positivity in China’s lingerie industry.

The Shift: From Skinny Ideal to Real Beauty

Just a decade ago, Chinese lingerie ads were dominated by ultra-thin models in size S bras. But now? Brands like NEIWAI (内外), Miss Mary, and Ubras are rewriting the rules. They’re featuring women with fuller hips, stretch marks, and all-natural shapes—because beauty isn’t one-size-fits-all.

According to a 2023 report by iiMedia Research, China’s intimate apparel market hit ¥175 billion ($24 billion USD), with over 68% of female consumers saying they prefer brands that promote body diversity. That’s not just a trend—it’s a movement.

Why Now? Social Media & Gen Z Lead the Charge

Enter Xiaohongshu (Little Red Book) and Douyin (China’s TikTok). These platforms have become digital stages for everyday women to share their stories—stretch marks and all. Influencers like @CurvyMiao and @PlusSizeVogue post bra selfies with captions like “This is me. Unedited. Unashamed.”

Brands noticed. NEIWAI launched its “No Body is Wrong” campaign in 2021, partnering with real customers—not models—to showcase bras on bodies ranging from size A to G cups. Sales jumped 40% that year. Talk about empowerment paying off.

Data That Speaks Volumes

Let’s break it down. Here’s how consumer preferences have evolved:

As the numbers show, inclusivity isn’t just ethical—it’s profitable.

Designing for Real Bodies

It’s not just marketing. The actual product game has changed. Ubras eliminated underwire in 2020, launching wireless bras designed for comfort across cup sizes. Their ‘Zero Feel’ line went viral, raking in over ¥1 billion in annual sales.

Meanwhile, Miss Mary introduced adaptive lingerie for post-surgery and maternity wear—because body positivity also means supporting women through life’s changes.

Challenges Ahead

Of course, there’s still work to do. Smaller cities often lag in exposure to body-positive messaging, and some traditional retailers still stock only up to size D. Plus, male perceptions? Slow to shift. But with Gen Z making up 45% of lingerie buyers, change is inevitable.

The Bottom Line

The message is clear: Chinese women no longer want to squeeze into impossible ideals. They want comfort, authenticity, and bras that fit—literally and emotionally. As NEIWAI puts it: “Your body is not a problem to be fixed.”

So whether you're curvy, petite, or somewhere beautifully in between, the future of lingerie in China is this: You belong.