Intimate Lingerie - Global Strategic Business Report

The global market for Intimate Lingerie was valued at US$19.0 Billion in 2024 and is projected to reach US$24.4 Billion by 2030, growing at a CAGR of 4.3% from 2024 to 2030. This comprehensive report provides an in-depth analysis of market trends, drivers, and forecasts, helping you make informed business decisions. The report includes the most recent global tariff developments and how they impact the Intimate Lingerie market.

Global Intimate Lingerie Market - Key Trends & Drivers Summarized

Why Is Intimate Lingerie Evolving Beyond Fashion into a Statement of Empowerment and Comfort?

The intimate lingerie market is undergoing a profound transformation, moving beyond traditional notions of beauty and seduction to embody themes of comfort, body confidence, and personal empowerment. Modern consumers are increasingly seeking lingerie that not only looks appealing but also feels good, supports diverse body types, and aligns with individual identities. The demand for inclusive sizing, adaptive designs, and soft, breathable materials has shifted the focus from purely aesthetic appeal to functionality and body positivity. Intimate lingerie is no longer reserved for special occasions but is being embraced as everyday wear that boosts self-esteem and encourages personal expression. As societal norms evolve, the stigma around discussing intimate apparel is diminishing, allowing consumers to make more confident, informed, and self-driven choices. Brands are responding by emphasizing authenticity, diversity, and real-life representation in marketing campaigns, often showcasing models of different ethnicities, ages, body shapes, and gender identities. The emotional connection that many individuals form with their lingerie choices has elevated the category from a private necessity to a fashion statement and wellness essential. Whether worn for comfort, confidence, or sensuality, intimate lingerie now serves multiple roles in a person’s wardrobe, making it a powerful expression of self-care and modern identity.

How Are Design Innovations and Material Advancements Shaping the Future of Intimate Lingerie?

Rapid advancements in textile technology and lingerie design are setting new standards for comfort, performance, and style in the intimate apparel industry. Modern lingerie is being crafted from cutting-edge fabrics such as micro-modal, bamboo blends, and stretchable lace that offer superior softness, breathability, and flexibility. Seamless construction techniques, wireless support structures, and moisture-wicking properties are becoming increasingly common, especially as consumers prioritize comfort and skin health. The integration of shapewear elements into traditional lingerie items is also gaining traction, allowing for subtle sculpting and support without the discomfort associated with older styles. Design innovation is particularly evident in inclusive lines that accommodate various body needs, including post-surgical bras, maternity lingerie, and adaptive features for individuals with limited mobility. Digital design tools and 3D body scanning are helping brands create better fits and customized options for consumers across size ranges. Lingerie is also being infused with aesthetic elements like embroidered details, bold prints, and minimalist silhouettes, blending fashion with function. Sustainability is playing a growing role in material selection, with many brands opting for recycled lace, organic cotton, and eco-friendly dyes. These innovations are allowing intimate lingerie to evolve into a category that meets the practical, emotional, and ethical needs of today’s informed and empowered consumer.

Which Consumer Demographics and Lifestyle Shifts Are Fueling Demand for Intimate Lingerie?

The demand for intimate lingerie is being shaped by a broad and evolving consumer demographic that values comfort, inclusivity, and authenticity over traditional beauty standards. Younger consumers, especially millennials and Gen Z, are at the forefront of this shift, seeking lingerie that fits their lifestyles and personal identities rather than conforming to outdated notions of femininity or attractiveness. These generations are highly influenced by social media, body positivity movements, and gender inclusivity, all of which promote self-expression and confidence through clothing choices. Older women, who may have been underserved by traditional lingerie brands, are also driving demand for well-fitting, age-appropriate, and stylish undergarments that support their changing bodies. The rise of gender-fluid and non-binary fashion has led to a demand for more neutral or hybrid lingerie styles that can appeal across gender spectrums. The growth of remote work and the increasing desire for wellness-centric wardrobes are also pushing consumers to prioritize comfort and softness in their everyday lingerie. Moreover, intimate lingerie is now being gifted not just by partners but by individuals to themselves as part of self-care and empowerment rituals. Cultural openness toward discussions of body image, sexuality, and personal expression is making lingerie shopping more accessible and celebrated, encouraging participation from a wider and more diverse range of consumers than ever before.

What Market Dynamics and Brand Strategies Are Supporting the Growth of the Intimate Lingerie Industry?

The global intimate lingerie market is being driven by a combination of changing consumer values, strategic brand positioning, and digital innovation that together are reshaping how lingerie is made, marketed, and consumed. Established and emerging brands alike are embracing inclusive sizing, diverse product lines, and identity-aware campaigns to better resonate with modern consumers. The direct-to-consumer model has enabled brands to build intimate relationships with shoppers, gathering feedback, offering personalized recommendations, and fostering brand loyalty through transparent pricing and values-driven narratives. E-commerce growth and virtual fitting technologies are making it easier than ever for consumers to explore and purchase lingerie with confidence from the comfort of their homes. Social media platforms and influencer partnerships are playing a critical role in shaping perceptions, building communities, and sparking conversations around topics like body diversity, sexual empowerment, and lingerie as fashion. On the supply chain side, investments in sustainable materials and ethical manufacturing are aligning brands with eco-conscious values that are becoming increasingly important to consumers. Collaborations between lingerie brands and artists, designers, or activists are also bringing fresh energy to the market, reinforcing lingerie’s status as both functional wear and a form of cultural expression. As personalization, inclusivity, and lifestyle integration become central to consumer expectations, the intimate lingerie market is poised for continued growth, innovation, and deeper cultural relevance.

Scope of the Report

The report analyzes the Intimate Lingerie market, presented in terms of market value (USD). The analysis covers the key segments and geographic regions outlined below:

• Segments: Product (Intimate Bras, Intimate Briefs, Intimate Shapewear, Other Products); Distribution Channel (Online Distribution Channel, Offline Distribution Channel).
• Geographic Regions/Countries: World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Key Insights:

• Market Growth: Understand the significant growth trajectory of the Intimate Bras segment, which is expected to reach US$12.3 Billion by 2030 with a CAGR of a 5.4%. The Intimate Briefs segment is also set to grow at 2.9% CAGR over the analysis period.
• Regional Analysis: Gain insights into the U.S. market, valued at $5.2 Billion in 2024, and China, forecasted to grow at an impressive 8.0% CAGR to reach $5.1 Billion by 2030. Discover growth trends in other key regions, including Japan, Canada, Germany, and the Asia-Pacific.

Why You Should Buy This Report:

• Detailed Market Analysis: Access a thorough analysis of the Global Intimate Lingerie Market, covering all major geographic regions and market segments.
• Competitive Insights: Get an overview of the competitive landscape, including the market presence of major players across different geographies.
• Future Trends and Drivers: Understand the key trends and drivers shaping the future of the Global Intimate Lingerie Market.
• Actionable Insights: Benefit from actionable insights that can help you identify new revenue opportunities and make strategic business decisions.

Key Questions Answered:

• How is the Global Intimate Lingerie Market expected to evolve by 2030?
• What are the main drivers and restraints affecting the market?
• Which market segments will grow the most over the forecast period?
• How will market shares for different regions and segments change by 2030?
• Who are the leading players in the market, and what are their prospects?

Report Features:

• Comprehensive Market Data: Independent analysis of annual sales and market forecasts in US$ Million from 2024 to 2030.
• In-Depth Regional Analysis: Detailed insights into key markets, including the U.S., China, Japan, Canada, Europe, Asia-Pacific, Latin America, Middle East, and Africa.
• Company Profiles: Coverage of players such as Aerie (by American Eagle), Agent Provocateur, Bare Necessities, Bendon Group, Calida Group and more.
• Complimentary Updates: Receive free report updates for one year to keep you informed of the latest market developments.

Some of the 34 companies featured in this Intimate Lingerie market report include:

• Aerie (by American Eagle)
• Agent Provocateur
• Bare Necessities
• Bendon Group
• Calida Group
• Chantelle Group
• Cosabella
• Etam
• Hanesbrands Inc.
• Hunkemöller
• Jockey International
• La Perla
• Lise Charmel
• Lively
• Marks & Spencer
• Nubian Skin
• Oysho
• Savage X Fenty
• Triumph International
• Victoria's Secret

This edition integrates the latest global trade and economic shifts into comprehensive market analysis. Key updates include:

• Tariff and Trade Impact: Insights into global tariff negotiations across 180+ countries, with analysis of supply chain turbulence, sourcing disruptions, and geographic realignment. Special focus on 2025 as a pivotal year for trade tensions, including updated perspectives on the Trump-era tariffs.
• Adjusted Forecasts and Analytics: Revised global and regional market forecasts through 2030, incorporating tariff effects, economic uncertainty, and structural changes in globalization. Includes historical analysis from 2015 to 2023.
• Strategic Market Dynamics: Evaluation of revised market prospects, regional outlooks, and key economic indicators such as population and urbanization trends.
• Innovation & Technology Trends: Latest developments in product and process innovation, emerging technologies, and key industry drivers shaping the competitive landscape.
• Competitive Intelligence: Updated global market share estimates for 2025 (E), competitive positioning of major players (Strong/Active/Niche/Trivial), and refined focus on leading global brands and core players.
• Expert Insight & Commentary: Strategic analysis from economists, trade experts, and domain specialists to contextualize market shifts and identify emerging opportunities.