Southeast Asia Lingerie Market To Reach $6.5 Billion By 2033

August 2026 | Report Format: Electronic (PDF)

Southeast Asia Lingerie Market Growth & Trends

The Southeast Asia lingerie market size is expected to reach USD 6.5 billion by 2033, registering a CAGR of 7.0% from 2026 to 2033, according to a new report by Grand View Research, Inc. The rise of e-commerce platforms has made it easier for consumers to access a wide variety of lingerie brands and styles. Additionally, the increasing marketing efforts to promote inclusivity, body positivity, and diverse sizing options have found strong appeal among a wider customer demographic in the Southeast Asia region.

Briefs dominated the Southeast Asia lingerie market by holding a major share in 2022. Briefs are a highly practical and versatile choice for everyday wear, catering to a wide range of activities, including sports and physical exercise. This adaptability is expected to boost their demand in the coming forecast period. Additionally, the effective marketing efforts of leading brands, combined with the diverse array of brief styles available, have contributed significantly to the growing popularity of briefs among consumers.

The sales of lingerie through offline channels accounted for a dominant share in the Southeast Asia lingerie market. The demand for lingerie through offline channels is fueled by several factors. One key factor is the wide variety of options available, catering to diverse preferences and sizes. Offline lingerie stores typically offer fitting rooms where customers can try on different intimate lingerie styles and sizes, ensuring a comfortable and proper fit. This hands-on experience is valued by many shoppers, as it allows them to make informed purchasing decisions.

Indonesia accounted for the largest share of the market in the Southeast Asia lingerie industry. In Indonesia's lingerie market, there is a notable trend where women are placing a growing emphasis on comfort and well-being when choosing lingerie. This trend underscores the importance of creating intimate apparel that not only provides physical comfort but also aligns with women's emotional values and self-expression.

Major players in the Southeast Asia lingerie market include Triumph Intertrade AG, WACOAL Holdings Corp., Victoria's Secret & Co., La Perla Fashion Holding N.V., Oysho España, S.A. (Inditex Group), The Natori Company, Young Hearts Lingerie. Various steps are adopted by these companies including new product launches, partnerships, mergers & acquisitions, global expansion, and others to gain more share of the market.

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Southeast Asia Lingerie Market Report Highlights

By product, the briefs led the market and accounted for a share of 56.6% in 2025. The shapewear segment is anticipated to grow at a CAGR of 7.7% from 2026 to 2033.
By distribution channel, offline sales held the largest market share of 68.9% in 2025. The sale of lingerie through the online channel is expected to grow at a CAGR of 7.9% from 2026 to 2033.
The Indonesia lingerie market accounted for the share of 30.5% in 2025. The Indonesian market, a significant contributor to the Southeast Asia women's innerwear market, is driven by the country's large female population, expanding middle-income households, and increasing adoption of branded intimate apparel.