Listing The Top 10 Lingerie Market Companies Globally in 2025

Lingerie, a term derived from the French word for “underwear,” has evolved far beyond its functional origins. Over the years, the lingerie industry has evolved significantly, moving from restrictive corsets to modern, body-positive, and sustainable designs. Today, leading brands are redefining lingerie by embracing inclusivity, comfort, and innovation.

The market is witnessing major trends like size diversity, eco-friendly materials, and AI-powered fit technology. In this blog, we explore the evolution of lingerie, key market trends, and the top companies shaping the future of intimate fashion.

The Evolution of Intimate Lingerie

Lingerie has come a long way from the restrictive corsets of the 16th century to the comfortable yet stylish designs available today. Over the decades, lingerie has reflected societal changes, embracing women’s empowerment, inclusivity, and sustainability.

• The Corset Area (16th–19th Century): Corsets were designed to shape the body into an idealized silhouette. They were restrictive, uncomfortable, and often unhealthy.
• Early 20th Century – The Birth of Modern Lingerie: The invention of the bra in 1914 by Mary Phelps Jacob marked a shift toward comfort. The 1920s and 1930s saw the rise of silk and lace lingerie, emphasizing elegance.
• Post-War Lingerie Boom (1940s–1960s): After World War II, the lingerie market expanded, with brands like Maidenform introducing more structured yet stylish designs. The 1960s brought the "braless" movement, reflecting a shift towards natural body acceptance.
• The Sexy Revolution (1990s–2010s): Brands like Victoria’s Secret dominated the market, making lingerie mainstream and focusing on ultra-feminine designs with lace, satin, and push-up bras.
• Modern-Day Lingerie (2010s–Present): Today, lingerie is about inclusivity, body positivity, comfort, and sustainability. Wireless bras, bralettes, and gender-neutral designs are gaining popularity, reflecting a changing industry.

Trends Driving the Lingerie Industry

Inclusivity and Body Positivity: Brands are shifting towards diverse representation, offering a variety of sizes and shades to cater to all skin tones and body types. The rise of brands like Savage X Fenty and Aerie has challenged traditional beauty standards, promoting self-love and confidence.

Comfort Over Aesthetics: With the work-from-home culture and casual fashion trends, consumers are prioritizing comfort. Wireless bras, soft bralettes, and breathable fabrics like modal and bamboo are gaining popularity.

Tech-Infused Lingerie: Fast fashion has faced backlash, and lingerie brands are responding by using recycled fabrics, ethical production practices, and sustainable or green packaging.

Direct-to-Consumer (DTC) and Customization: Online shopping has revolutionized the lingerie industry, with brands offering AI-powered fit measurements and customizable designs to enhance customer experience.

Sustainability and Ethical Production: Fast fashion has faced backlash, and lingerie brands are responding by using recycled fabrics, ethical production practices, and sustainable packaging. Companies like Parade and Organic Basics are leading the charge in eco-friendly lingerie.

Top Companies in Lingerie Market

1. Victoria’s Secret

Headquarters: Reynoldsburg, Ohio, USA

Established: 1977

Victoria’s Secret has long been a market leader in lingerie. Once criticized for its lack of inclusivity, the brand has rebranded in recent years, expanding its size range and shifting its marketing strategy. The company sells lingerie, women's clothing, and beauty products. While its dominance has declined, it remains a significant player in the industry. The brand has shifted its image from push-up bras and skinny models to sports bras and a more body-positive image.

2. Savage X Fenty

Headquarters: El Segundo, California, USA

Established: 2018

Savage X Fenty is a lingerie brand that celebrates inclusivity, confidence, and fearlessness. Rihanna, a singer, actress, and fashion icon, is the majority owner and founder of Savage X Fenty. The brand is known for its inclusive and bold designs and for celebrating all body types. They have put a major emphasis on inclusivity, bold and trendy designs, and diverse representation. Savage X Fenty operates on a subscription-based model that offers monthly boxes of lingerie in a variety of styles and sizes.

3. La Perla

Headquarters: London, United Kingdom

Established: 1954 (in Bologna, Italy)

La Perla is a luxury fashion brand that sells lingerie, swimwear, nightwear, perfumes, and more. The La Perla brand is well-known for its legacy and artistry, employing more than 1,100 people globally. The brand caters to high-end consumers looking for elegant, handcrafted designs. La Perla embodies the new sexual revolution, which highlights a sophisticated and playful approach to eroticism, by launching the La Perla black labels, a distinctive collection of corsetry and "sexy-chic" items.

4. Agent Provocateur

Headquarters: London, United Kingdom

Established: 1994

Agent Provocateur is a private company in the luxury goods industry and is known for its lingerie and other eye-catching pieces. The brand is known for its provocative attitude, exceptional design, exquisite fabrics, and playfulness, aiming to empower women and celebrate sensuality. The brand remains inspired by its rebellious roots and continues to push the boundaries of the ordinary, offering lingerie that screams confidence, sensuality, and irreverence.

5. ThirdLove

Headquarters: San Francisco, California, USA

Established: 2013

ThirdLove has revolutionized the lingerie market by offering half-sizes, ensuring a perfect fit for every body type. Their bras focus on comfort, functionality, and a wide range of nude shades. They implement AI-driven sizing technology, an extensive size range, and memory foam cups, which make them and their products unique.

What to Expect in Future?

• More Artificial intelligence/AI-driven bra sizing tools for the perfect fit.
• Innovative, biodegradable fabrics to reduce waste.
• Greater representation of different body types and genders in marketing campaigns.
• Lingerie doubles as outerwear, continuing the ‘underwear as fashion’ trend.

Final Thoughts

The lingerie market is set for further transformation in the coming years. Sustainability, inclusivity, and technological advancements will continue to shape trends. More brands are focusing on gender-neutral lingerie, smart fabrics, and personalized fitting experiences to enhance customer satisfaction. With brands prioritizing inclusivity, sustainability, and innovative designs, the market is becoming more accessible and forward-thinking than ever.