Pune, India – The women's lingerie market flourishes as modern women prioritize pieces that blend everyday comfort with bold self-expression, moving beyond outdated ideals toward authentic style. This evolution celebrates diverse bodies and values, making lingerie a daily ally in confidence and wellness rather than just hidden essentials. The women’s lingerie market was valued at US$ 35,169.4 million in 2018 and is projected to reach US$ 78,662.5 million by 2027, growing at a CAGR of 9.4% from 2019 to 2027.

Key Drivers Accelerating Market Growth

Shifting consumer mindsets fuel the women's lingerie market, with women seeking undergarments that support active lifestyles without restriction. Body positivity movements and wellness trends push brands to innovate, while e-commerce opens doors to personalized fits and global variety. Rising awareness of ethical production draws shoppers to transparent brands, accelerating demand for quality over quantity.

Key Players

• Gap Inc.
• Triumph International
• Hanesbrands Inc.
• Jockey International, Inc.
• Hunkemöller International B.V.
• MAS Holdings
• PVH Corp.
• L Brands
• Chantelle Group

Emerging Trends and Market Opportunities

Comfort reigns supreme with wireless bras, bralettes, and seamless styles that feel like a second skin, perfect for remote work or active days. Sustainability surges as shoppers favor organic fabrics, recycled materials, and ethical supply chains that align with personal values. Inclusivity expands size ranges from XXS to 4XL and diverse nude shades, while lingerie-as-outerwear blurs lines for versatile fashion statements. Romantic lace details return for indulgent moments, creating opportunities in premium segments and multi-use designs.

Recent Industry Developments

Major brands ramped up sustainable collections in late 2025, with Victoria's Secret launching eco-friendly lines amid consumer demand for green practices. Curve tradeshows in 2025 spotlighted push-up bras and cheeky panties making comebacks, alongside multi-use corset styles gaining traction. Interfilière Paris revealed 2025-2027 trends emphasizing versatile, forward-thinking fabrics that prioritize affirmation and innovation. Direct-to-consumer brands thrived through personalized options and smart tech integrations like breathable, adaptive materials.

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Market Size, Share, Trends, Analysis, and Forecast by 2027

• Global Overview: Women's lingerie market gains strong share through comfort-driven and inclusive models overtaking traditional styles, powered by wellness and ethical priorities.
• North America: Holds significant share with mature e-commerce and body-positive campaigns leading adoption.
• Europe: Thrives on luxury craftsmanship, sustainability mandates, and fashion-forward integrations.
• Asia-Pacific: Emerges as growth leader via expanding middle classes, medical tourism ties, and digital retail booms in India and China.
• Trends: Seamless tech, green materials, and visible lingerie shape preferences through 2031.
• Forecast: Robust path ahead by 2031, boosted by cultural shifts toward empowerment, tech-enhanced fabrics, and global e-commerce expansion.

Conclusion

The women's lingerie market transforms into a celebration of real women, blending comfort, sustainability, and style for a brighter future. As brands listen to empowered voices, this sector promises ongoing innovation that honors individuality and well-being.

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