Rise of Niche Brands in China's Booming Lingerie Market

In recent years, China’s lingerie market has undergone a quiet revolution. Forget the days when international giants like Victoria’s Secret dominated shopping malls—today, it’s homegrown niche brands that are stealing the spotlight. Empowered by social media, shifting beauty standards, and a growing appetite for self-expression, Chinese women are embracing intimate apparel that celebrates comfort, inclusivity, and individuality.

According to Statista, China’s lingerie market was valued at over $28 billion in 2023, with an expected CAGR of 9.3% through 2028. What’s fueling this growth? A new generation of consumers who aren’t just buying bras—they’re investing in body positivity and personal identity.

Niche players like NEIWAI (内外), Ubras, and Shenyi Studio have redefined what lingerie means in modern China. These brands ditch the push-up pads and lace overload in favor of minimalist designs, breathable fabrics, and size-inclusive ranges. NEIWAI, for example, built its brand on the slogan “Real Women, Real Beauty,” launching campaigns featuring unretouched photos and diverse body types.

But it’s not just about aesthetics—it’s about data-driven intimacy. Ubras skyrocketed to fame during China’s Singles’ Day, raking in over 1.1 billion RMB ($150 million) in sales in 2022 alone. Their secret? Seamless wireless bras developed using AI-powered fit algorithms and customer feedback loops.

Social commerce is the rocket fuel behind these success stories. Platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) allow brands to engage directly with users through relatable storytelling. Shenyi Studio, a cult favorite among urban creatives, grew almost entirely through organic content—think slow-motion videos of silk slipping over skin, paired with poetic captions about mindfulness and self-love.

And let’s talk sizing. While Western brands often cap at a US size D, Chinese niche labels now offer up to G cups and beyond. NEIWAI’s extended size line saw a 70% increase in repeat purchases, proving that inclusivity isn’t just ethical—it’s profitable.

The cultural shift is undeniable. Where lingerie once symbolized seduction for others, it now represents comfort and confidence for oneself. As one Ubras customer put it: “I don’t wear it for him. I wear it for me.”

For global investors and fashion watchers, the message is clear: the future of lingerie in China isn’t about glamour shots or supermodels. It’s about authenticity, innovation, and listening to real women. The rise of niche brands isn’t a trend—it’s a transformation.