Erotic Lingerie Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The Erotic Lingerie Market is Segmented by Product Type (Bras, Briefs, Bodysuits, and Other Product Types), By Distribution Channel (Online Sales Channel and Offline Sales Channel), and By Geography (North America, Europe, South America, Asia-Pacific, and Middle East and Africa). The report offers market sizes and forecasts in value (USD million) for the above segments.

Erotic Lingerie Market Size

Erotic Lingerie Market Summary
Study Period: 2018 - 2028
Fastest Growing Market: Asia Pacific
Largest Market: Europe
CAGR: 6.73 %

Major Players

Erotic Lingerie Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Erotic Lingerie Market Analysis

The Erotic Lingerie Market size is expected to grow from USD 20,559.61 million in 2022 to USD 28,473.94 million by 2028, at a CAGR of 6.73% during the forecast period (2023-2028).

Over the past few years, the erotic lingerie industry has been witnessing robust growth, which is expected to continue in the future. Consumers, primarily women, are more concerned about their dress and comfort. The erotic lingerie market is driven by increasing disposable incomes, increased urbanization, and exposure to western culture. Female consumers are mainly influenced by commercial advertisements, movies, entertainment channels, and other modes of media, which have helped augment market growth. Moreover, consumer buying behavior has transformed substantially in recent years, which can be primarily attributed to an increase in disposable income and increased spending on products for self-enhancement. As a result, the per capita spending on lingerie globally has substantially increased.

Growing demand for erotic bras and the introduction of comfortable and stretchable yet stylish materials for intimate wear, such as off-the-shoulder styles, halter bras, and bandeau bras, among consumers worldwide are boosting the growth of the market studied. Additionally, the advancement in the innovation of softer and skin-friendly materials to ensure comfort along with a stylish look has been attracting a positive response from female consumers worldwide. Such factors are boosting the sales of erotic lingerie globally.

Erotic Lingerie Industry Segmentation

Erotic lingerie is a category of luxury women's clothing that includes body suits, baby dolls, thongs, erotic bras, briefs, and shapewear. Erotic lingerie is made of lightweight, stretchy, smooth, sheer, or decorative fabrics, such as silk, satin, lycra, charmeuse, chiffon, or lace. These fabrics can be made of natural fibers like silk or cotton or of synthetic fibers like polyester or nylon. The erotic lingerie market is segmented by product type, distribution channel, and geography. By product type, the market is segmented into bras, briefs, bodysuits, and other product types. Based on the distribution channel, the market studied is segmented into online sales channels and offline sales channels, wherein the offline sales channel is further split into specialty retailers and other distribution channels. By geography, the market is segmented into
North America, Europe, South America, Asia-Pacific, and Middle East and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Product Type
Other Product Types
By Distribution Channel
Online Sales Channel
Offline Sales Channel
Specialty Retailers
Other Distribution Channels
By Geography
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
Saudi Arabia
South Africa
Rest of Middle East and Africa

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Erotic Lingerie Market Trends

This section covers the major market trends shaping the Erotic Lingerie Market according to our research experts:

Growing Influence of Endorsements and Social Media Marketing

In an age of diversity, the erotic lingerie industry has seen a significant shift over the past few years. Generation-Z-approved direct-to-consumer (DTC) brands have disrupted the space, vying for market share from legacy players. Moreover, in recent years, erotic lingerie styles have pivoted away from the bust-emphasizing styles popularized in the '90s to reflect modern consumers' demand for comfort and functionality, wherein the silhouettes have evolved with comfort at their core. With the growing internet penetration globally, there has been a significant increase in the importance of social media in a shopper's purchase journey. Companies are evolving and stepping up their advertising, marketing, and endorsement game across different channels of distribution, including specialty stores and online retail stores, among others, using television, social media, magazines, and other print media as a medium for garnering consumer attention.

With celebrities vouching for or promoting their products, brands can increase awareness, trust, and familiarity, which are important variables in the purchase decision-making process. Consumers feel more sympathetic toward a brand if its products are promoted by a celebrity they admire or relate to. It is just a straightforward psychological effect whereby the consumers subconsciously feel that buying a product marketed by a celebrity they admire will replicate the celebrity's desired attributes or attract people who share their interests.

Erotic Lingerie Market: Number of Users Using Internet in Europe, in Millions, 2022

Asia-Pacific is the Fastest Growing Region for the Erotic Lingerie Market

Increasing disposable incomes, increased urbanization, and exposure to western culture have led to the rapid growth of the erotic lingerie market in the Asia-Pacific region. Companies operating in the market are increasingly investing in marketing and sales infrastructure in the region to capture the growing market, which has started yielding results. Online lingerie shopping witnessed significant growth as a growing number of Asian consumers have taken to purchasing bras, panties, underwear, babydolls, and other lingerie items using e-commerce platforms like Amazon, Walmart, Oysho, Marks & Spencer's, H&M, Damiko, Elf Boutique, Honey & Dear, and Jujumello. As a result, it fuels the market for erotic lingerie in the region over the forecast period. Therefore, with increasing consumer interest in online shopping, retailers are expanding their presence on e-commerce platforms.

 Erotic Lingerie Market: Market Size (%), by Geography, Global, 2021

Erotic Lingerie Industry Overview

The erotic lingerie market is highly competitive owing to the presence of multiple regional and multinational companies offering a wide range of erotic lingerie products and trying to maintain their leadership position in the market studied. Major players in the market include Victoria's Secret & Co., Triumph International, Zivame, Lise Charmel, and Groupe Chantelle, each of which holds a significant share of the market studied. These players have been undertaking business strategies, including product innovations, partnerships, strengthening their hold over online and offline marketing, and mergers and acquisitions to expand their visibility and portfolio of offerings, thus, augmenting the growth of the market.

Erotic Lingerie Market Leaders

  1. Victoria's Secret

  2. Lise Charmel

  3. Triumph International

  4. Zivame

  5. Groupe Chantelle

*Disclaimer: Major Players sorted in no particular order

Erotic Lingerie Market Concentration

Erotic Lingerie Market News

  • May 2022: CalidaHolding AG acquired the American premium lingerie brand Cosabella. The brand offers high-waisted panties, lace bralettes, strapless bras, wireless bras, push-up bras, t-shirt bras, baby dolls, camisoles, etc., with a wide range of cup sizes and shapes.
  • March 2022: Zivame launched an online sale event, Grand Lingerie Festival, in partnership with Bollywood celebrity Ananya Pandey. The Grand Lingerie Festival sale promotes the brand’s sales through a widely distributed TV media campaign for which the brand made investments across all digital channels.
  • May 2021: Japanese intimates brand Wacoal announced the release of My Bra Fit, an app that employs AI (artificial technology) technology to calculate users’ bra sizes and suggest products that suit their needs. Customers can select and shop these suggestions seamlessly.

Erotic Lingerie Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Bras

      2. 5.1.2 Breifs

      3. 5.1.3 Bodysuits

      4. 5.1.4 Other Product Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Online Sales Channel

      2. 5.2.2 Offline Sales Channel

        1. Specialty Retailers

        2. Other Distribution Channels

    3. 5.3 By Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. Germany

        3. Spain

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. Saudi Arabia

        2. South Africa

        3. Rest of Middle East and Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Victoria's Secret & Co.

      2. 6.3.2 Zivame

      3. 6.3.3 Triumph International

      4. 6.3.4 Lise Charmel

      5. 6.3.5 Groupe Chantelle

      6. 6.3.6 Ann Summers

      7. 6.3.7 LA Perla Fashion Holding NV

      8. 6.3.8 Wacoal Holdings Corp.

      9. 6.3.9 PLBY Group Inc.

      10. 6.3.10 Calida Holding AG

    4. *List Not Exhaustive


**Subject to Availability
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Erotic Lingerie Market Research FAQs

The Erotic Lingerie Market is studied from 2018 - 2028.

The Erotic Lingerie Market is growing at a CAGR of 6.73% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2018 - 2028.

Europe holds highest share in 2021.

Victoria's Secret, Lise Charmel, Triumph International, Zivame, Groupe Chantelle are the major companies operating in Erotic Lingerie Market.

Erotic Lingerie Industry Report

Statistics for the 2023 Erotic Lingerie market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Erotic Lingerie analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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