Rising Chinese lingerie brands you should not miss out on

With its massive population and booming economy, China has become a lucrative market for a wide range of commodities, especially daily necessities. Among these, women’s lingerie stands out as a product with enormous potential, given the country’s 689 million female inhabitants.

Global lingerie brands such as Victoria’s Secret, Calvin Klein, and La Perla etc, have established a strong presence in China, attracting consumers with premium quality, appealing designs, and robust online visibility. However, this dynamic is beginning to shift. The rise of livestream e-commerce and increasing awareness of domestic lingerie brands are reshaping the market landscape. Emerging Chinese lingerie brands are leveraging innovative online strategies and investing heavily in research and development to compete with international players. Here are four rising Chinese lingerie brands you should keep an eye on:

1. NEIWAI

Founded in Shanghai in 2012, NEIWAI epitomizes the seamless blend of aesthetics and functionality, with designs that are “Made to Live In.” The brand focuses on empowering women to prioritize their wellness through comfortable and stylish lingerie.

By sourcing skin-friendly materials and developing innovative designs, NEIWAI has secured a leading position in both domestic and international markets. For instance, the CUUP Seamless collection has been featured in renowned publications like Elle and Cosmopolitan.

With the establishment of an overseas branch in New York City, NEIWAI continues to solidify its success on the global stage.

2. LUCKMEEY

Established in 2020, LUCKMEEY has rapidly grown into a major player, thanks to its effective use of social media and e-commerce. The brand specializes in creating simple, seamless, and affordable bras designed for daily wear.

By eliminating fancy laces and trims, LUCKMEEY caters to consumers seeking practicality and comfort.

Through significant investments in livestream e-commerce, particularly on platforms like TikTok, LUCKMEEY has achieved remarkable sales success, securing its place at the top of China’s lingerie market.

3. MIOWW

Starting as a small socks vendor, MIOWW has transformed into a tech-driven, cutting-edge lingerie brand.

The company’s focus on innovation has led to the development of supportive, durable bras that do not compromise on sexiness—an attribute the brand encourages its consumers to embrace.

MIOWW’s belief in empowering women to express themselves has resonated with consumers, propelling the brand to unprecedented heights. In 2023, MIOWW became the first Chinese lingerie brand to surpass 100 billion RMB in gross merchandise value, solidifying its dominance in the market.

4. BANANAIN

Renowned for its skin-friendly lingerie, BANANAIN has revolutionized comfort with its Tagless bras, which prioritize simplicity and ease of wear.

Historically, Chinese women have been pressured by traditional beauty standards to wear wired push-up bras. BANANAIN challenges this norm, catering to modern millennial consumers who prioritize comfort.

The brand’s focus on delivering a “barely-there” experience has made it a favorite among consumers, earning its place as one of the most influential lingerie brands in China.

Chinese lingerie brands have made remarkable strides in recent years, capitalizing on cost advantages and innovative marketing strategies. Their ability to produce empowering, high-quality products has not only transformed the domestic market but also positioned them as serious competitors on the global stage. The future undoubtedly holds even greater opportunities for these rising stars as they continue to evolve and expand their reach.