Rising Awareness of Self Care Boosts Lingerie Sales in China

Forget the old-school idea that lingerie is just about looking good for someone else. In China, more women are slipping into silky bras and lacey sets simply because they feel amazing — and that’s fueling a quiet revolution in the intimate apparel market. Thanks to rising self-care awareness, lingerie isn’t just underwear anymore; it’s a form of self-expression, confidence, and personal wellness.

Recent data from Euromonitor International shows that China’s lingerie market hit ¥142 billion (about $20 billion USD) in 2023, with an annual growth rate of nearly 8.5% over the past three years. What’s driving this surge? A cultural shift. Women across tier-1 to tier-3 cities are prioritizing mental well-being and body positivity — and they’re voting with their wallets.

Brands like NEIWAI (Underarmour of innerwear) and Maniform are leading the charge by ditching overly sexualized marketing and focusing on comfort, inclusivity, and emotional connection. NEIWAI’s 2023 campaign, “I Wear What I Want,” resonated deeply with urban professionals, helping the brand grow online sales by 47% year-on-year.

Why Self-Care Is the New Sexy

Gone are the days when padded bras and tight corsets ruled. Today’s Chinese consumers want breathable fabrics, seamless designs, and sizes that fit real bodies — not runway ideals. According to a 2023 Alibaba Consumer Insights report, searches for “comfortable lingerie” rose by 63% on Tmall, while terms like “body-positive bras” and “wire-free luxury” saw triple-digit growth.

This isn’t just fashion — it’s a mindset. As therapist Dr. Li Wenjie from Beijing Counseling Center puts it: “When women invest in how they feel underneath their clothes, it reflects a deeper level of self-respect. It’s mindfulness you can wear.”

Market Trends at a Glance

Beyond emotions, hard numbers tell the story. Here's a snapshot of key performance indicators in China’s lingerie sector:

As the table shows, not only is the market expanding, but consumers are spending more per item — proof they’re treating lingerie as a luxury self-care ritual, not a disposable basic.

The Role of Social Media & KOLs

Douyin and Xiaohongshu have become hotbeds for honest reviews and body-diverse content. Micro-influencers sharing unfiltered try-ons and mental health journeys have built trust far beyond traditional ads. One viral video by lifestyle creator @Xiao_M on Douyin — titled “Why I Buy Lingerie Even When No One Sees It” — racked up over 8 million views and sparked thousands of comments about self-worth.

What’s Next?

Expect more innovation in sustainable fabrics, AI-powered size recommendations, and campaigns that blend wellness with wearable comfort. International brands like Victoria’s Secret are adapting — launching softer lines and featuring real women in ads — but local players still dominate thanks to cultural insight.

In short, the message is clear: Chinese women aren’t buying lingerie for gaze. They’re buying it for grace — the grace of feeling whole, seen, and beautifully themselves.