Lingerie Industry

Join the lingerie industry revolution today. Know the potential risks and pitfalls to reveal the opportunities for growth and viability in this highly competitive realm.

Unveiling the comfort era in the lingerie industry

Inclusive, body positive, and comfortable—these are the characteristics most modern women rely on when choosing lingerie products. With the end of the era prioritizing appearance over comfort, the allure of Victoria’s Secret has faded, giving rise to eco-friendly niche and boutique brands. Evident from the recent substantial money infusion, with the largest funding rounds going to SKIMS – $154 million and Savage X Fenty – $115 million, venture capitalists are endorsing this transformation. It seems that new market entrants are handed a golden opportunity, but…

To win, prepare to face challenges head-on

Rivalry strikes hard. Since the Victoria’s Secret 11% market share loss in 2020, the lingerie domain has been constantly flooding with the new fish, each vying to reel in a bigger catch.

Market sensitivity is a thin ice. And startups must be thoughtful while sliding amid societal taboos to ensure their marketing strategies resonate with diverse audiences. That’s why…

Holding the ace isn’t enough

And this is where Waveup comes into play. Having assisted numerous startups in securing over $2B in fundraising and propelling growth via strategic go-to-market plans, at Waveup, we know the game well. Delve into the lingerie market analysis to uncover the possibilities the lingerie industry provides.

1.6x growth
The lingerie market is anticipated to witness almost a twofold expansion by 2030.


Of online lingerie brands have embraced the online landscape to leverage the DTC trend.


The niche and boutique lingerie brands are gaining traction, with an estimated value of $20 billion by 2027.


of customers prioritize sustainability and eco-friendly lingerie materials.


Every ninth woman considers body positivity and inclusivity crucial when purchasing lingerie products.


In 2021, the lingerie industry secured a whopping $457 million in funding, marking the highest peak during the last five years

With key verticals as follows:

  • Innovative Materials and Technology
  • Eco-Friendly and Sustainable Practices
  • Direct-to-Consumer (DTC) Models
  • Body Positivity and Inclusive Sizing
  • Niche and Boutique Brands

Leading lingerie industry venture capital firms

Write to us to know more


Difficulties startup ventures confront

Locked vaults

Armed with a long-standing reputation and extensive resources, the established lingerie industry Titans pose a serious threat to nimble Olympians craving to disrupt the status quo. The top players, such as Victoria’s Secret, HanesBrands, Jockey, and Gap, enjoy brand loyalty and a solid customer base, while startups struggle to build brand awareness, conquer customers’ loyalty, and secure capital.

Breaking the mold of conformity

A game-changing shift toward body positivity, inclusivity, and comfort has reshaped the trajectory of progress in the lingerie industry. The focus now is on quality and fit. Thus, it’s vital for the newbies to meet the demands of sourcing premium materials, partnering with reliable manufacturers, and providing rigorous testing and inspection processes at all production stages.

Addressing stigma

Marketing lingerie products in a sensitive environment is like walking a tightrope, and you should balance promotion and respecting customer privacy. With the priority put on informative content that communicates the brand’s values and products, setting up a solid online footprint is a must.

How we can help

Fundraising advisory

From diligent industry analysis to storytelling and financial forecasts, we’re helping founders crystallize and structure key business fundamentals and translate them into a compelling investment opportunity framed in a winning lingerie startup pitch deck.

Due diligence and portfolio support

Evaluating potential investments, conducting due diligence, and supporting portfolio companies on their new fundraising rounds.

Established companies
Growth hacking

Discovering market opportunities in the market and developing execution strategies to build actionable and scalable blueprints for growth.


Unlocking your next stage of growth

Waveup is a leading global advisory empowering companies to fuel growth, attract investments, and secure strategic partnerships.

We turn data into business insights that drive results, helping companies excel in the competitive B2C and B2B spaces across 50+ verticals, discovering and catalizing opportunities for growth.

Our investment consulting services for lingerie startups

Market intelligence

Fundraising support

Pitch decks

Financial models

Investor research

Growth consulting

Go-to-market strategies

Marketing/sales materials

Design support

Learn more


What makes the industry appealing for lingerie financing opportunities?

Growing demand for comfort, inclusivity, and body positivity coupled with the rise of e-commerce and direct-to-consumer brands ensures a considerable funds flow (more than $450M in 2021) and support of VCs.

What is the current size of the lingerie market, and its potential for future lingerie startups?

Growing annually at 6%, the lingerie market is expected to reach about $142B in 2030. Due to the surge in e-commerce adoption, the growth in consumer disposable income, and the increasing awareness of self-care importance, lingerie startups have an open field of growth opportunities.

How challenging is it to secure funding for lingerie startups nowadays?

While the lingerie industry isn’t the belle of the ball in 2023’s VC scene compared to heavy hitters like AI or healthcare, it’s not singing its swan song either. As the interest of investors is here, the rest depends on the lingerie startups themselves. To attract lingerie venture capitalists, startups must possess a complete understanding of the lingerie market, a clear brand identity, and an effective business model.

How long does it take to create a lingerie pitch deck and a financial model for a lingerie startup?

From two to three weeks are needed to devise a lingerie startup pitch deck. However, if the project is complex, we may need some extra time, but not more than a month usually. Our current workload also counts, so it’s better to discuss the time frames individually.

What are the key mistakes lingerie startups make in their pitch decks?

What we usually see in lingerie startup pitch decks is the absence of a persuasive investment story. Many pitch decks fall short of addressing the ‘Why now?’ question, presenting scant evidence of progress or validation instead. Also, the slides can be burdened with tech-heavy terminology, deterring lingerie investors.

What are the main challenges lingerie startups face, and how are they tackling them?

Lingerie startups need to be well-equipped to handle such hurdles as intense competition, high production costs, legal issues, and growing demand for inclusivity and body positivity. To navigate these challenges, many are leveraging technology for personalized fittings, adopting inclusive marketing strategies, and focusing on sustainable and ethical production.

How competitive is the lingerie market?

The growth opportunities are extensive, but so is the competition. With many top dogs, such as Victoria’s Secret or GAP, dominating the market and a constantly emerging volume of fresh blood, standing out in the lingerie segment is a tough nut to crack.

What services do you provide for investors who are either considering or have already invested in lingerie startups?

Conducting comprehensive due diligence on the lingerie projects, valuing the investment worth of this opportunity, and ensuring full-spectrum fundraising guidance for the partner fund’s portfolio ventures—are only a part of the services included in our investor relations pack.

Do you provide lingerie M&A support?

Surely! We are ready to help you detect lingerie M&A opportunities, devise a powerful CIM, and perform models for both purchase and sale transactions.

Do you make intros to lingerie VCs?

Absolutely! If your project aligns with specific criteria like round size, team composition, product, etc., we will help you contact lingerie VCs. This service is included in our investor relations package, which focuses on developing a network of VCs interested in the lingerie industry, preparing startups for the first meetings, ensuring post-deal cooperation, etc.

Do you provide comprehensive lingerie market research on request?

Certainly! Our experts offer tailored market intelligence on the market, consisting of industry reports, competitors analysis, and in-depth lingerie market research to position you ahead of the curve. We leverage reliable databases to ensure your immersion in the lingerie landscape, shedding light on its diversity, scale, and competition.

Which lingerie startup funding stages do you assist with?

Usually, we ensure assistance to lingerie startups during the Seed to Series B growth stages within the lingerie segment. Although this is our core expertise, yet not the only. With our proven track record of success cases, we help ventures in pre-seed and Series C+ stages and cooperate with the big fish and investment funds.

Looking to get into the lingerie industry? Reach out, and let’s talk!

Whether you're looking for fundraising support, outsourced M&A advisory, growth strategy consulting, and presentation design, Waveup is your one-stop shop for fundraising services, outsourced M&A advisory, and presentation design.

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