U.S. Lingerie Market

U.S. Lingerie Market Summary The U.S. lingerie market size was valued at USD 24.1 billion in 2025 and is projected to grow from USD 25.3 billion in 2026 to USD 40.8 billion in 2033, at a CAGR of 7.1% from 2026 to 2033. The rising demand for comfort-driven, inclusive, and fashion-forward lingerie and the expanding reach of both offline stores and e-commerce platforms catering to diverse consumer preferences drive the market growth. The growth of the U.S. lingerie industry is driven by rising consumer preference for comfort-focused, size-inclusive, and premium intimate apparel, supported by increasing awareness of body positivity and evolving fashion trends. Consumers are increasingly prioritizing products that combine comfort, functionality, and aesthetics, fueling demand for wireless bras, seamless underwear, shapewear, bralettes, and sleepwear & loungewear. Additionally, the rapid expansion of e-commerce, direct-to-consumer (DTC) brands, and omnichannel retail strategies has improved product accessibility and strengthened consumer engagement across diverse demographics. The U.S. lingerie market is also witnessing a significant shift toward innovative and comfort-driven lingerie solutions. Brands are increasingly incorporating advanced fabrics, seamless construction, adaptive support technologies, and inclusive sizing to enhance fit and everyday wearability. In July 2026, Victoria's Secret PINK launched the Marshmallow Bra Collection, introducing a new range of wireless bras designed for all-day comfort and expanding its portfolio of comfort-focused intimate apparel. The collection reflects the industry's growing emphasis on product innovation, premiumization, and performance-oriented design, where enhanced comfort, modern materials, and personalized fit continue to influence consumer purchasing decisions. A notable trend is the rise of inclusive lingerie for maternity and post-pregnancy wear. Brands such as Bravado and Kindred Bravely are expanding their offerings to provide comfortable, supportive bras and shapewear for new and expecting mothers, reflecting real consumer demand for functional, stylish products during life stages that mainstream lines often overlook. The growing emphasis on body positivity is significantly reshaping the U.S. lingerie industry, with inclusivity in sizing and styles becoming a central driver of consumer demand. Modern consumers are increasingly looking for lingerie that not only delivers aesthetic appeal but also offers comfort and support across a wide range of body types. The availability of extended size ranges and adaptive fits allows more women to feel represented and catered to, strengthening trust and loyalty toward brands that prioritize inclusivity. At the same time, marketing strategies that showcase diverse models of size, age, and ethnicity are reinforcing this cultural shift and broadening market appeal. For instance, in August 2023, Macy’s and Gap announced their first-ever collaboration with the launch of an exclusive collection of men's and women's sleepwear, underwear, and intimates. The range, which includes pajama sets, loungewear, bras, briefs, boxers, and undershirts, is designed with comfort in mind and made from fabrics such as organic stretch cotton and Gap’s breathable “Breathe” jersey knit. Available in sizes XS through XL, the collection is sold only through Macy’s channels-including Macys.com, the Macy’s mobile app, and select stores across the U.S. Another major driver is the rise of size inclusivity and body realism, which are expanding the global customer base. Instead of limited “S-M-L” options, brands now offer inclusive fits across band and cup combinations, including plus-size and petite segments. Retailers such as Savage X Fenty, Marks & Spencer, and H&M have scaled their sizing ranges based on demand analytics, while AI-powered virtual fitting tech from companies like TrueFit and Fit Finder has reduced return rates by solving size-mismatch issues-converting more shoppers online and boosting lingerie revenue. Innovation in fabric design and technology has become one of the strongest drivers of growth in the U.S. lingerie market. The introduction of breathable microfibers, lightweight power mesh, seamless knitting, and bonded finishes has improved both comfort and support, making lingerie suitable not just for special occasions but for everyday wear. Advances in shapewear materials, such as stretch textiles with targeted compression, are creating new categories that blend lingerie with wellness and activewear. U.S. Lingerie Market Report Segmentation This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the U.S. lingerie market report based on product type and distribution channel: • Product Type Outlook (Revenue, USD Million, 2021 - 2033) • Briefs • Bras • Shapewear • Others • Distribution Channel (Revenue, USD Million, 2021 - 2033) • Online • Offline