Intimate Lingerie Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product (Briefs, Bras, Shapewear, Others), By Distribution Channel (Online, Offline), By Region, & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 20.34 Billion
CAGR (2026-2031)	7.89%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 32.08 Billion

Market Overview

The Global Intimate Lingerie Market will grow from USD 20.34 Billion in 2025 to USD 32.08 Billion by 2031 at a 7.89% CAGR. The Global Intimate Lingerie Market encompasses a diverse range of women’s innerwear, including bras, panties, shapewear, and sleepwear, designed to provide functional support, hygiene, and aesthetic appeal. The primary drivers supporting market growth include the rising disposable income of the female workforce and a profound structural shift toward inclusivity and comfort-oriented products. Unlike fleeting fashion trends, these drivers represent a fundamental change in consumer values, where demand is increasingly dictated by body positivity and the requirement for versatile, high-quality garments suitable for all-day wear.

Despite this expansion, supply chain volatility and the complex logistics of sourcing remain significant challenges impeding seamless market growth. Manufacturers face immense pressure to diversify production bases to mitigate geopolitical and economic risks. According to the United States Fashion Industry Association, in 2024, 43 percent of leading fashion companies reported sourcing less than 10 percent of their apparel products from China, highlighting the substantial operational adjustments and sourcing shifts currently disrupting the broader intimate apparel industry.

Key Market Drivers

The integration of AI-driven personalization and virtual fitting technologies is reshaping the Global Intimate Lingerie Market by dismantling the barriers of online shopping, specifically the complexity of accurate sizing. Advanced algorithms and computer vision now allow consumers to visualize garments on diverse body types, significantly reducing return rates and enhancing buyer confidence. This technological leap drives tangible commercial success for early adopters. According to Retail Tech Innovation Hub, November 2024, in the 'Inclusive lingerie specialist Adore Me deploys Veesual AI powered virtual try-on experience technology' article, Adore Me reported that the deployment of Veesual’s AI-powered virtual try-on technology generated a 48 percent uplift in conversions from category page visits. Such innovations are critical for retaining engagement in a digital-first retail environment, ensuring the customer experience mimics the personalization of a physical boutique.

Concurrently, the market is propelled by a growing consumer preference for sustainable and ethically sourced materials, forcing manufacturers to pivot toward eco-friendly alternatives like recycled polyester. This shift drives rigorous scrutiny of supply chains, although the transition remains operationally challenging due to material availability. According to Textile Exchange, September 2024, in the 'Materials Market Report 2024', the global market share of recycled polyester, a staple fiber for intimate apparel, stood at 12.5 percent in 2023, highlighting the industry's gradual structural adaptation. Despite these sourcing complexities, the sector demonstrates financial resilience. For instance, according to Victoria's Secret & Co., in December 2024, the company reported third-quarter net sales of $1.347 billion, an increase of 7 percent year-over-year, underscoring the enduring demand for innovative intimate apparel.

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Key Market Challenges

Supply chain volatility and the logistical complexity of sourcing serve as significant impediments to the growth of the Global Intimate Lingerie Market by disrupting the timely production of high-quality garments. As manufacturers move away from consolidated hubs to mitigate risks, they encounter a fragmented production landscape that complicates quality control and extends lead times. This fragmentation is particularly detrimental to the intimate apparel sector, where the manufacturing of items like bras and shapewear requires specialized machinery and consistent material inputs that are difficult to synchronize across geographically dispersed locations.

This operational strain forces companies to manage increasingly sprawling vendor networks, which drives up administrative and freight costs. According to the United States Fashion Industry Association, in 2024, nearly 70 percent of large-sized fashion companies reported sourcing from ten or more countries to diversify their supply base. This necessary but burdensome diversification diverts resources away from innovation and slows down the supply cycle. Consequently, the inability to efficiently streamline these complex logistics limits the market's capacity to rapidly restock inventory and meet the growing consumer requirement for diverse, comfortable products.

Key Market Trends

The Shift Toward Wireless and Comfort-Centric Athleisure Designs is fundamentally altering product development strategies within the Global Intimate Lingerie Market, driven by consumer demand for versatile garments that function seamlessly as both innerwear and loungewear. This trend represents a departure from traditional, restrictive structures, favoring soft, high-stretch fabrics that accommodate dynamic lifestyles and the "gym-to-street" aesthetic. Brands that have successfully bridged the gap between activewear and intimate apparel are securing substantial market share against legacy competitors. According to FashionUnited, December 2025, in the 'American Eagle posts strong Q3 driven by Aerie and marketing campaigns' article, Aerie continued to lead growth for American Eagle Outfitters, posting an 11 percent rise in comparable sales during the third quarter. This performance illustrates the commercial viability of prioritizing comfort-first designs that cater to the evolving preference for functional, all-day wearability.

Simultaneously, the market is witnessing a Resurgence of Retro-Inspired Corsetry and Structured Silhouettes, serving as a distinct counter-trend focused on body sculpting and defined contours. Unlike the rigid corsetry of the past, this modern iteration utilizes advanced compression fabrics to provide an hourglass aesthetic without compromising wearability, effectively blurring the lines between shapewear and fashionable outerwear. This revival is not merely a niche stylistic shift but a major revenue generator, as consumers increasingly seek products that offer immediate physical transformation and confidence. According to The Guardian, December 2025, in the 'I feel shrink-wrapped: the reluctant rise of shapewear for men' article, Skims expects to top $1 billion in sales for the year, underscoring the massive market appetite for body-enhancing structured apparel and the mainstream acceptance of shapewear as a foundational wardrobe staple.

Segmental Insights

The Online segment is identified as the fastest-growing category within the Global Intimate Lingerie Market due to shifting consumer purchasing behaviors. This robust growth is primarily fueled by the convenience and privacy offered by digital platforms, which addresses the hesitation some consumers feel when shopping in physical stores. Furthermore, the widespread adoption of smartphones and high-speed internet allows buyers to access a broader range of sizes and styles than typically available in brick-and-mortar outlets. Consequently, brands are increasingly prioritizing their e-commerce infrastructure to meet this surging demand and extend their global reach.

Regional Insights

North America maintains a leading position in the global intimate lingerie market, driven primarily by high disposable income levels and widespread product availability. The region benefits from the concentrated presence of key manufacturers and brands that actively innovate to suit changing consumer preferences regarding fit and fabric. Additionally, the robust growth of e-commerce platforms in the United States facilitates easy access to premium and basic apparel segments. This strong commercial environment, combined with high brand awareness among consumers, solidifies North America as the principal contributor to global market revenue.

Recent Developments

• In September 2024, Victoria's Secret announced the return of VSX, a collection positioned at the intersection of athletic performance and fashion. The relaunch introduced a range of sports bras, leggings, and ready-to-wear apparel designed with proprietary performance fabrics like XDefine. The company aimed to redefine sport-style lingerie by merging high-functioning contour designs with street-style aesthetics. According to the brand, this strategic product launch was intended to provide versatile options for day-to-night wear, catering to consumers seeking both fierce silhouettes and functional support in their active lifestyles.
• In August 2024, Savage X Fenty established a major retail partnership with Nordstrom, marking the brand's first wholesale expansion into a department store in the United States. Through this collaboration, the company launched its lingerie and loungewear products in 16 Nordstrom locations and on the retailer's digital platform. The assortment included the newly released Soft N' Savage collection as well as core bra and underwear styles. The CEO of Savage X Fenty noted that this move was a strategic effort to increase accessibility and reach new customer segments by leveraging the department store's established physical presence.
• In June 2024, Skims revealed a significant expansion of its collaboration with Team USA ahead of the Olympic and Paralympic Games in Paris. For this partnership, the brand introduced a limited-edition collection that included adaptive intimates and menswear for the first time, alongside its standard womenswear offerings. The capsule featured sleepwear, loungewear, and underwear designed with ultra-soft fabrics and branded with official team insignias. The Co-Founder of Skims stated that the expanded range aimed to support a diverse roster of athletes and emphasized the company's focus on inclusivity and empowerment within the global apparel market.
• In April 2024, Wacoal announced the launch of its Spring/Summer 2024 collection, emphasizing a blend of sophistication and versatility in the intimate lingerie market. The Japanese brand introduced three distinct product lines: Balcony and Beyond, the T-shirt Bra, and Embrace Lace. The Balcony and Beyond range featured padded, wired cups with a balconette cut designed for natural lift and support. The new collection also included the Everyday Elegance T-shirt Bra, crafted with molded cups for a seamless look under clothing. This release highlighted the company's continued commitment to combining intricate craftsmanship with modern comfort for daily wear.

Key Market Players

• Victoria’s Secret & Co.
• Reliance Retail Limited
• Gap, Inc.
• Triumph Intertrade AG
• Calvin Klein, Inc.
• Wacoal EMEA LTD
• Chantelle SA
• HanesBrands Inc
• Hunkemöller B.V.
• The Natori Company Inc.

By Product	By Distribution Channel	By Region
Briefs Bras Shapewear Others	Online Offline	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Intimate Lingerie Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Intimate Lingerie Market, By Product:

• Briefs
• Bras
• Shapewear
• Others

• Intimate Lingerie Market, By Distribution Channel:

• Online
• Offline

• Intimate Lingerie Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE