Body Positivity Movement Impacts Lingerie Marketing in China

Let’s talk about something real—how the body positivity movement is reshaping lingerie marketing in China. If you’ve been scrolling through Chinese social media lately, you’ve probably noticed more diverse body types in ads. That’s not a coincidence. It’s a cultural shift.

Just five years ago, Chinese lingerie campaigns were dominated by ultra-slim models with ‘ideal’ proportions. But now? Brands like NEIWAI (内外) and Ubras are leading the charge by featuring women of all sizes, skin tones, and ages. Why? Because consumers are demanding authenticity. A 2023 McKinsey report found that 68% of Chinese women aged 18–35 say they’re more likely to buy from brands that promote body diversity.

Check out this comparison of traditional vs. modern lingerie marketing approaches:

The data doesn’t lie. Brands embracing the body positivity movement aren’t just doing the right thing—they’re winning in the market. NEIWAI, for example, saw a 200% increase in WeChat engagement after launching their “No Size” campaign in 2022, which featured real customers instead of models.

But it’s not just domestic brands. Even international players like Victoria’s Secret had to pivot. After a major backlash in 2021 for excluding larger sizes, they relaunched in China with inclusive sizing and local KOLs (Key Opinion Leaders) who champion self-love. Smart move. Their Q1 2023 sales in China jumped by 34% YoY.

Here’s the bottom line: today’s Chinese consumer isn’t buying perfection. They’re buying relatability. And that’s where the real power of the body positivity movement comes in—it builds trust.

So if you're in the lingerie space—whether you're a marketer, founder, or influencer—your playbook needs an update. Ditch the airbrushing. Feature real bodies. Use language that empowers, not shames. The numbers prove it: inclusivity isn’t just good ethics, it’s great business.

Stay real, stay relevant.