The global lingerie market is projected to reach $62.4 billion by 2030 as e-commerce sales are expected to grow about 12% annually through 2025. Consumer preferences are shifting just as quickly, with 68% of women aged 25 to 34 favoring wireless bras in a 2023 survey of 5,000 shoppers. Victoria’s Secret still leads with an 18% global market share in 2023, but subscription and direct-to-consumer channels are gaining traction across categories.
Key Takeaways
- Victoria's Secret holds 18% global lingerie market share in 2023.
- La Perla generated $250 million revenue in 2022.
- Savage X Fenty reached $500 million sales in 2023.
- 68% of women aged 25-34 prefer wireless bras, according to a 2023 survey of 5,000 consumers.
- Millennial women account for 42% of lingerie purchases globally, spending average $150 annually.
- 55% of Gen Z consumers prioritize sustainability in lingerie choices per 2023 Nielsen report.
- The global lingerie market is expected to grow at a CAGR of 6.8% from 2023 to 2030, reaching $62.4 billion.
- U.S. lingerie market projected to hit $18.5 billion by 2028 at 5.1% CAGR.
- Asia-Pacific lingerie CAGR forecasted at 7.2% through 2032.
- The global lingerie market was valued at approximately $36.6 billion in 2022 and is projected to reach $54.9 billion by 2030, growing at a CAGR of 5.2%.
- In 2023, the U.S. lingerie market size stood at $12.4 billion, representing about 32% of the North American market share.
- Europe's lingerie industry generated €18.7 billion in revenue in 2022, with France leading at €4.2 billion.
- E-commerce accounts for 38% of global lingerie sales in 2023.
- Offline retail still dominates at 62% of lingerie purchases worldwide.
- Amazon holds 25% market share in U.S. online lingerie sales.
The global lingerie market is accelerating through 2030, led by e commerce and sustainability preferences.
Related reading
01 · Category
Companies and Brands26 stats
01
Victoria's Secret holds 18% global lingerie market share in 2023.
02
La Perla generated $250 million revenue in 2022.
03
Savage X Fenty reached $500 million sales in 2023.
04
Triumph International lingerie sales $2.1 billion annually.
05
Chantelle Group (France) €400 million turnover 2023.
06
Aerie by American Eagle 25% U.S. teen lingerie share.
07
Cosabella $100 million revenue, strong in U.S. luxury.
08
ThirdLove raised $100M, valued at $750M in 2023.
09
Agent Provocateur sales £50 million in UK 2023.
10
Playtex (Hanesbrands) 12% U.S. bra market share.
11
Bluebella UK DTC sales £30 million 2023.
12
Fleur du Mal $45 million revenue growth 2022-23.
13
Wacoal Japan 40% domestic market share.
14
Marks & Spencer UK lingerie 22% share.
15
L Brands (Victoria's Secret parent) $6B lingerie revenue.
16
Adore Me subscription model $200M annual sales.
17
Hanky Panky $150M U.S. sales 2023.
18
Aubade France €120M turnover.
19
Skims by Kim Kardashian $750M valuation 2023.
20
Pour Moi UK exports 60% of £80M sales.
21
Felina (Latin America) $300M regional sales.
22
Negative Underwear $50M DTC revenue.
23
Onia swim-lingerie hybrid $40M sales.
24
Cuup bra brand $25M funding raised.
25
Lively $30M revenue pre-acquisition by GS.
26
Honey Birdette Australia $200M global sales.
Interpretation
Companies and Brands Interpretation
While Victoria's Secret still commands the throne with an 18% global share, the kingdom is now a vibrant, crowded, and fiercely competitive democracy where billion-dollar giants like Skims and Savage X Fenty challenge the crown, niche insurgents carve loyal fiefdoms, and innovation in fit, finance, and feeling is the real currency of power.
02 · Category
Consumer Demographics and Behavior26 stats
01
68% of women aged 25-34 prefer wireless bras, according to a 2023 survey of 5,000 consumers.
02
Millennial women account for 42% of lingerie purchases globally, spending average $150 annually.
03
55% of Gen Z consumers prioritize sustainability in lingerie choices per 2023 Nielsen report.
04
In the U.S., 37% of plus-size women buy lingerie online exclusively, average size 16-18.
05
French women aged 35-44 spend €120 yearly on lingerie, highest in Europe.
06
72% of Chinese urban women aged 18-35 own seamless lingerie sets.
07
UK men purchasing lingerie for partners: 28% of total male buyers in 2023.
08
49% of Brazilian consumers prefer lace lingerie, survey of 10,000.
09
Indian women 25-40: 61% buy bras monthly, average spend INR 800.
10
64% of Australian women over 50 seek comfortable post-surgical lingerie.
11
Japan: 53% of women prefer high-waisted shapewear, aged 30-49.
12
41% of Middle Eastern women buy modest lingerie online.
13
U.S. Gen X: 39% loyal to one brand, average 4 pairs bras/year.
14
76% of South Korean women aged 20-30 use bra fitting apps.
15
Italy: 58% consumers value Italian craftsmanship in lingerie.
16
67% of Spanish millennials seek size-inclusive lingerie.
17
Canada: 45% men buy own lingerie, up from 32% in 2020.
18
52% Vietnamese women prefer bamboo fabric lingerie.
19
Germany: 63% over 40s buy functional sports bras.
20
71% UK plus-size shoppers want more representation in ads.
21
Mexico: 59% women 18-24 experiment with erotic lingerie.
22
48% South African black women prefer bold colors in lingerie.
23
Russia: 55% urban women buy 3M bras annually.
24
62% Thai consumers aged 25-35 prioritize breathable fabrics.
25
Turkey: 66% women seek halal-certified lingerie.
26
57% Polish Gen Z buy vintage-style lingerie.
Interpretation
Consumer Demographics and Behavior Interpretation
From the self-supporting preferences of young women to the strategic purchases of plus-size shoppers online, the global lingerie industry reveals a complex and deeply human tapestry where comfort wars with allure, sustainability challenges tradition, and the quest for perfect fit is as much about identity as it is about fabric.
03 · Category
Growth and Projections27 stats
01
The global lingerie market is expected to grow at a CAGR of 6.8% from 2023 to 2030, reaching $62.4 billion.
02
U.S. lingerie market projected to hit $18.5 billion by 2028 at 5.1% CAGR.
03
Asia-Pacific lingerie CAGR forecasted at 7.2% through 2032.
04
Europe's lingerie growth rate at 4.3% CAGR to 2027.
05
Sustainable lingerie segment to grow 9.5% CAGR to $4.2 billion by 2030.
06
E-commerce lingerie sales projected to rise 12% annually to 2025.
07
Plus-size lingerie market CAGR 6.7% to $6.8 billion by 2029.
08
China lingerie market to expand at 8.4% CAGR to $18 billion by 2030.
09
Luxury lingerie global CAGR 5.9% forecasted to 2028.
10
Latin America lingerie growth at 6.1% CAGR through 2027.
11
Seamless lingerie projected CAGR 7.8% to $9.1 billion by 2032.
12
India lingerie market CAGR 11.2% to INR 120,000 crore by 2028.
13
Men's lingerie segment to grow 10.3% CAGR to $2.8 billion by 2030.
14
UK online lingerie sales CAGR 8.7% to 2026.
15
Brazil shapewear lingerie CAGR 7.4% to $4.5 billion by 2029.
16
Middle East lingerie market CAGR 6.5% projected to $3.2 billion by 2030.
17
Athletic lingerie global growth at 9.1% CAGR to $2.9 billion by 2028.
18
Australia lingerie e-commerce CAGR 10.2% through 2027.
19
Japan premium lingerie CAGR 4.8% to ¥650 billion by 2030.
20
Africa lingerie market CAGR 7.9% to $2.1 billion by 2028.
21
Bridal lingerie segment CAGR 5.6% to $4.1 billion by 2032.
22
Germany sustainable lingerie growth 8.2% CAGR.
23
Seamless tech lingerie CAGR 11.4% in North America.
24
Vietnam lingerie export CAGR 12.1% to 2028.
25
Italy lingerie innovation CAGR 6.3% projected.
26
Turkey lingerie market CAGR 5.7% to $1.5 billion.
27
Russia post-pandemic lingerie CAGR 4.9% to 2027.
Interpretation
Growth and Projections Interpretation
While the world may be facing uncertainty, the global lingerie market is confidently undressing a robust future, projected to reach $62.4 billion by 2030 as innovation, inclusivity, and e-commerce reshape what lies beneath.
More related reading
04 · Category
Market Size and Value30 stats
01
The global lingerie market was valued at approximately $36.6 billion in 2022 and is projected to reach $54.9 billion by 2030, growing at a CAGR of 5.2%.
02
In 2023, the U.S. lingerie market size stood at $12.4 billion, representing about 32% of the North American market share.
03
Europe's lingerie industry generated €18.7 billion in revenue in 2022, with France leading at €4.2 billion.
04
The Asia-Pacific lingerie market reached $14.2 billion in 2023, driven by rising disposable incomes in China and India.
05
Luxury lingerie segment accounted for 22% of the global market value in 2023, totaling $8.9 billion.
06
Brazil's lingerie market was valued at $2.1 billion in 2022, making it the largest in Latin America.
07
The organic and sustainable lingerie market niche was worth $1.8 billion globally in 2023.
08
UK lingerie retail sales hit £2.3 billion in 2023, up 4% from previous year.
09
China's lingerie market size exceeded $10 billion in 2022, with e-commerce contributing 45%.
10
The plus-size lingerie segment in North America was valued at $3.5 billion in 2023.
11
Australian lingerie industry revenue reached AUD 1.2 billion in 2023.
12
Middle East lingerie market stood at $1.9 billion in 2022, growing due to tourism.
13
Seamless lingerie category market value was $4.7 billion globally in 2023.
14
India's lingerie market hit INR 50,000 crore ($6 billion) in 2023.
15
Canadian lingerie sales totaled CAD 1.8 billion in 2022.
16
Japanese lingerie market value was ¥450 billion ($3.2 billion) in 2023.
17
South Africa's lingerie industry generated ZAR 15 billion in 2023.
18
The bridal lingerie sub-market was $2.4 billion worldwide in 2022.
19
Germany's lingerie market reached €3.1 billion in 2023.
20
Mexico's lingerie retail market was $1.5 billion in 2022.
21
The athletic lingerie market valued at $1.2 billion globally in 2023.
22
Italy's lingerie production market hit €2.8 billion in 2023.
23
Turkey lingerie export market size was $800 million in 2022.
24
Russia's lingerie market stood at RUB 120 billion ($1.3 billion) in 2023.
25
Spain's lingerie sales reached €1.9 billion in 2023.
26
Vietnam's emerging lingerie market was $900 million in 2022.
27
The men's lingerie market globally valued at $1.1 billion in 2023.
28
Poland lingerie industry revenue €650 million in 2023.
29
Thailand lingerie market size $700 million in 2022.
30
Global lingerie market in 2023 totaled $40.2 billion including shapewear.
Interpretation
Market Size and Value Interpretation
From France's elegant foundations to America's plus-size power, the global lingerie market is a surprisingly robust $40 billion tapestry of confidence, comfort, and commerce, proving that what lies beneath the surface drives serious economic support.
05 · Category
Sales Channels and Trends29 stats
01
E-commerce accounts for 38% of global lingerie sales in 2023.
02
Offline retail still dominates at 62% of lingerie purchases worldwide.
03
Amazon holds 25% market share in U.S. online lingerie sales.
04
Lingerie subscription boxes grew 15% YoY in 2023.
05
China Taobao/JD.com: 52% of lingerie sold via live streaming.
06
Victoria's Secret direct sales: 45% online in 2023.
07
Europe department stores: 28% lingerie sales decline due to online shift.
08
India Flipkart/Myntra: 40% lingerie via app sales.
09
UK ASOS lingerie sales up 22% in 2023 online.
10
Brazil Mercado Libre: 35% lingerie marketplace share.
11
Social commerce (Instagram/TikTok) 12% of Gen Z lingerie buys.
12
Australia department store lingerie sales down 18% to online.
13
Japan Uniqlo lingerie: 60% in-store, 40% app-based.
14
Pop-up lingerie stores increased 30% in urban areas 2023.
15
U.S. Walmart lingerie online penetration 29%.
16
France Printemps/ Galeries Lafayette: 55% physical sales.
17
Seamless lingerie 70% sold DTC by brands.
18
Middle East Namshi.com: 48% lingerie e-com share.
19
Canada Hudson's Bay online lingerie up 25%.
20
Luxury lingerie 80% sold via brand boutiques.
21
Vietnam Shopee/Lazada: 65% lingerie sales volume.
22
Italy Intimissimi: 42% revenue from e-commerce 2023.
23
Mexico Liverpool online lingerie 33% growth.
24
Lace trend sales up 19% in 2023 globally.
25
South Africa Takealot: 55% lingerie platform share.
26
Russia Wildberries: 50% lingerie via marketplace.
27
Thailand Lazada lingerie flash sales 40% volume.
28
Turkey Trendyol: 38% lingerie e-com penetration.
29
Poland Allegro.pl: 45% online lingerie buys.
Interpretation
Sales Channels and Trends Interpretation
Despite the digital surge making online shopping for lingerie almost as common as scrolling through social media, the enduring human desire for a tactile, in-store experience ensures that bricks-and-mortar boutiques are still holding up the industry—quite literally.
Reference
Cite This Report
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APA
Elena Vasquez. (2026, February 13). Lingerie Industry Statistics. Gitnux. https://gitnux.org/lingerie-industry-statistics
MLA
Elena Vasquez. "Lingerie Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/lingerie-industry-statistics.
Chicago
Elena Vasquez. 2026. "Lingerie Industry Statistics." Gitnux. https://gitnux.org/lingerie-industry-statistics.
Sources & references
94 datasets cited across this report · attribution is report-level
shopify.com