Intimate Lingerie Market Updated Business Strategies, 2023-2032
Intimate Lingerie Market Updated Business Strategies, 2023-2032

Intimate Lingerie Market Share, Size, Trends, Industry Analysis Report, By Product Type (Briefs, Bras, Shapewear, Others), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2023 - 2032

  • Published Date:Oct-2023
  • Pages: 118
  • Format: PDF
  • Report ID: PM3822
  • Base Year: 2022
  • Historical Data: 2019-2021

Report Outlook

The global intimate lingerie market was valued at USD 13.75 billion in 2022 and is expected to grow at a CAGR of 8.7% during the forecast period.

Inclusivity and focus on body positivity have not only expanded the customer base but have also fostered a sense of empowerment and acceptance among consumers. Brands have recognized the importance of representing a diverse range of body shapes, sizes, and ethnicities in their advertising campaigns. This departure from traditional beauty standards and the embrace of inclusivity has strongly resonated with consumers. By featuring realistic representations of people, these brands help individuals feel more confident and comfortable with their bodies, ultimately inspiring them to explore and invest in products that celebrate their unique attributes.

Intimate Lingerie Market Size

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The movement of body positivity has encouraged individuals to embrace and celebrate their bodies, fostering a desire for lingerie that reflects their personal style and uniqueness. Consumers now seek lingerie that aligns with their individual preferences, whether it is through vibrant colors, bold patterns, or unconventional designs. This demand for self-expression has prompted brands to diversify their product offerings, catering to a wide range of tastes and styles. Instead of conforming to unrealistic ideals, there is a growing demand for lingerie that embraces and accentuates natural body features. Lingerie brands are responding to this shift by designing products that flatter diverse body types, prioritizing comfort, fit, and enhancing the natural curves of their customers.

In line with their commitment to inclusivity, the company appointed Remi Bader, a popular plus-size social media influencer, as the brand ambassador and size consultant for PINK. This strategic move reflects the brand's focus on expanding their offerings to include inclusive sizing for innerwear, swimwear, and loungewear lines. Additionally, the expansion of nude shades in intimate lingerie has played a significant role in driving market growth. This expansion is driven by the industry's increasing emphasis on inclusivity and catering to diverse skin tones. Lingerie brands have recognized the need to address the long-standing issue where traditional nude colors primarily catered to lighter skin tones. By offering a wider range of nude shades, these brands have enhanced consumers' sense of comfort, confidence, and ability to express themselves.

Intimate Lingerie Market Size

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The embrace of inclusivity has had a strong resonance with consumers, attracting a more diverse customer base. Brands that acknowledge and celebrate the beauty and uniqueness of various skin tones have created a sense of belonging and empowerment among their consumers. This inclusive approach has gained significant momentum in recent years, with digitally native brands leading the charge by making diversity an integral part of their brand identity. By offering an extensive range of nude shades that cater to a wider spectrum of skin tones, these brands have positioned themselves as industry pioneers. This trend has also prompted other brands to follow suit in order to remain competitive.

Industry Dynamics

Growth Drivers

The proliferation of online shopping platforms has made intimate lingerie more accessible to consumers, boosting market growth.

Societal attitudes have undergone a notable transformation, with a greater emphasis on body positivity and self-acceptance. This shift has led to heightened awareness and acceptance of diverse body types and sizes. As a result, consumers now actively seek intimate lingerie that embraces their individuality, provides support for their specific body shape, and enhances their self-confidence. The concept of body positivity has prompted lingerie brands to expand their size ranges and offer a more inclusive selection of products. While the intimate lingerie market previously focused primarily on standard sizes, there is now a growing demand for a wider range of sizes that cater to different body shapes.

Furthermore, social media platforms have emerged as influential tools for spreading body positivity messages and challenging conventional beauty standards. Influencers and content creators have played a pivotal role in promoting body positivity by sharing their personal stories and using lingerie as a form of self-expression and body acceptance. Platforms such as Instagram and YouTube have provided a space for these individuals to build communities that celebrate diversity and inspire their followers to embrace their bodies. As a result, interest and demand for inclusive lingerie options have been significantly driven. For instance, EDITED in March 2022, Victoria's Secret underwent a notable image transformation, expanding the availability of lingerie styles in a broader range of sizes, including fringe sizes like 2XS and 2XL, and even introducing options in a 3XL. This demonstrates the industry's response to the growing demand for inclusivity and representation.

Report Segmentation

The market is primarily segmented based on product type, distribution channel, and region.

By Product Type

By Distribution Channel

By Region

  • Briefs
  • Bras
  • Shapewear
  • Others
  • Offline
  • Online
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Netherlands, Spain, Russia)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia. South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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By Product Type Analysis

Briefs segment accounted for the largest market share in 2022

Briefs segment accounted for the largest share. Briefs are a type of intimate apparel known for their distinctive waistband. They are typically crafted from soft and comfortable materials such as cotton, modal, microfiber, or fabric blends. Available in various styles and designs, including high-cut, low-cut, bikini, hipster, and boy-shorts, briefs offer versatility and cater to different preferences. They provide numerous benefits and are favored for everyday wear, as well as for engaging in various activities, including sports and physical exercise. The comfort and functionality of briefs contribute to their growing popularity as a choice of intimate apparel among consumers.

Shape-wear segment is anticipated to gain substantial growth rate. Shapewear has become immensely popular and is now considered an essential item in the wardrobes of many women. Its primary purpose is to create a sleek and contoured silhouette by compressing and shaping specific areas of the body. Typically, shapewear is crafted using a blend of elastic and firm materials, such as spandex, nylon, or latex. The elastic components allow the garment to stretch and adapt to the body, while the firm elements provide the required shaping and compression.

By Distribution Channel Analysis

Online segment is expected to witness highest growth

Online segment is projected to grow at healthy CAGR.  The rise of online shopping has revolutionized the lingerie industry, offering customers the convenience of browsing and purchasing lingerie products from the comfort of their own homes. This eliminates the need to visit physical stores, providing a more private and comfortable shopping experience. One of the key advantages of online lingerie shopping is the availability of discounts, promotions, and exclusive deals that can make products more affordable compared to traditional brick-and-mortar stores.

Offline segment led the industry market with substantial share. Physical stores specializing in lingerie play a significant role in offering a diverse range of intimate lingerie brands and styles to cater to various preferences and sizes. These dedicated lingerie stores often provide fitting rooms where customers can try on different styles and sizes to ensure the right fit and comfort. Department stores also commonly feature a dedicated lingerie section, offering a selection of intimate lingerie from multiple brands and styles to provide customers with ample choices.

Regional Insights

North America region dominated the global market in 2022

North America region dominated the global market. This can be attributed to a notable shift towards more comfortable and body-inclusive lingerie in the region. There is a growing demand for intimate lingerie that caters to diverse body types, skin tones, and sizes, and brands are increasingly focusing on providing a wide range of sizes, including plus-size and petite options, to ensure inclusivity for all customers. Comfort has become a priority for consumers in their lingerie choices. Many brands are dedicated to creating designs that combine style and support while utilizing soft, breathable fabrics and innovative construction techniques to enhance comfort levels. Additionally, consumers in North America are showing increased consciousness regarding sustainability and ethical production practices within the fashion industry.

Asia Pacific region is anticipated to emerge as fastest growing region.  With rising incomes, consumers are allocating a greater proportion of their budget to personal care and fashion, which includes intimate lingerie. This trend is driving the demand for a diverse range of lingerie products, spanning from essential everyday pieces to luxurious and premium designs. In a society that traditionally held conservative views, there has been a noticeable shift in attitudes and preferences regarding lingerie. Indian women are now embracing their individuality, seeking self-expression, and cultivating body confidence, thus driving the evolving lingerie market in the country.

Key Players & Competitive Insight

Key players in the intimate lingerie market are constantly upgrading their technologies to stay ahead of the competition and to ensure efficiency, integrity, and safety. These players focus on partnership, product upgrades, and collaboration to gain a competitive edge over their peers and capture a significant market share.

Some of the major players operating in the global market include:

  • Calvin Klein
  • Chantelle
  • Gap
  • Hanes Brands
  • Hunkemoller
  • Natori
  • Triumph International
  • Victoria’s Secret
  • Wacoal Holdings Corp.
  • Zivame

Recent Developments

  • In June 2023, Victoria's Secret & Amazon Fashion have joined forces to enhance the shopping experience for their customers. Through this collaboration, customers will have access to a wide selection of fashion items, including over 4,000 products from Victoria's Secret and PINK collections. These offerings encompass various categories such as panties, bras, swimwear, loungewear, and sleepwear.  

Intimate Lingerie Market Report Scope

Report Attributes


Market size value in 2023

USD 14.92 billion

Revenue forecast in 2032

USD 31.55 billion


8.7% from 2023 – 2032

Base year


Historical data

2019 – 2021

Forecast period

2023 – 2032

Quantitative units

Revenue in USD billion and CAGR from 2023 to 2032

Segments covered

By Product, By Distribution Channel, By Region

Regional scope

North America, Europe, Asia Pacific, Latin America; Middle East & Africa


Report customization as per your requirements with respect to countries, region and segmentation


The global intimate lingerie market size is expected to reach USD 31.55 billion by 2032.

Key players in the market are Victoria’s Secret, Zivame, Gap, Triumph International, Calvin Klein, Wacoal Holdings Corp.

North America contribute notably towards the global intimate lingerie market.

The global intimate lingerie market is expected to grow at a CAGR of 8.7% during the forecast period.

The intimate lingerie market report covering key segments are product type, distribution channel, and region.