If you sell lingerie online, this Lingerie Industry Analysis draws on the latest data, from lingerie market size projections to lingerie buying habits, to show you where to focus your SEO and brand efforts.
Click here to access our full 2025 Lingere Market Report.
What lingerie market trends are driving growth?
The UK lingerie sector saw a 10 % rise in organic search traffic from 12 months to February 2025. That uptick signals renewed consumer demand and new opportunities in the lingerie market trends.
Here are the top five growth leaders:
- Pour Moi: +58 % year‑on‑year visibility
- Boux Avenue: +44 % visibility growth
- BraForMe: +31 % surge in traffic score
- Triumph: +25 % uplift
- Fantasie: +22 % rise
Even if some brands slipped, the overall market forecast looks positive. A fresh SEO strategy can help you tap into this momentum.
Who are the lingerie market share leaders?
When it comes to organic traffic scores, these retailers lead the pack:
| Rank | Retailer | Traffic |
| 1 | Boux Avenue | 547 264 |
| 2 | Bravissimo | 294 260 |
| 3 | Victoria’s Secret | 268 256 |
| 4 | Pour Moi | 259 680 |
| 5 | Bluebella | 54 149 |
| 6 | Triumph | 53 858 |
| 7 | Intimissimi | 51 734 |
| 8 | Fantasie | 47 463 |
| 9 | Lounge | 47 382 |
| 10 | BraForMe | 36 479 |
These rankings show market share in the organic channel. Organic traffic score measures the estimated monthly clicks based on ranking position, search volume and click‑through estimate. It’s the closest proxy for how much demand each site captures from Google.
High traffic scores show which competitors own high volume search terms. If you’re chasing growth in “lingerie” or “underwear”, you need to analyse the search strategies of these market leaders.
Which lingerie brands have the strongest brand awareness?
Brand awareness combines monthly searches with social engagement. These five names dominate:
- Victoria’s Secret: 450 000 searches, social score 153 750
- Boux Avenue: 301 000 searches, social score 1,250
- Lounge: 110 000 searches, social score 4,228
- Intimissimi: 33 100 searches, social score 11,062
- Triumph: 49 500 searches, social score 7,334
Owned social score considers followers and engaged conversations on all major social platforms. A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!
High search volume shows brand recall. Substantial social reach builds trust and share of voice. If you lag here, invest in digital PR and community content.
How do online reviews shape buying habits?
Trust is vital. Online reviews drive click‑throughs, local pack prominence and conversions. Quick stats:
- 98 % of people notice reviews under two weeks old
- 90 % read reviews before visiting a business
- 36 % of firms with listings on multiple platforms make 36 % more revenue
- 36 % of consumers favour businesses that respond fast
Top-30-rated retailers by Trustpilot score:
| Brand Name | Site | Brand Searches Per Month | Owned Social Score | Rank |
| Victoria Secret | victoriassecret.co.uk | 450000 | 153750 | 1 |
| Lounge | lounge.com | 110000 | 4228 | 2 |
| Boux Avenue | bouxavenue.com | 301000 | 1250 | 3 |
| Intimissimi | intimissimi.com | 33100 | 11062 | 4 |
| Triumph | uk.triumph.com | 49500 | 7334 | 5 |
| Lounge Underwear | loungeunderwear.com | 60500 | 4228 | 6 |
| Agent Provocateur | agentprovocateur.com | 40500 | 2246 | 7 |
| Pour Moi | pourmoi.co.uk | 90500 | 995 | 8 |
| Bravissimo | bravissimo.com | 165000 | 429 | 9 |
| Honey Birdette | honeybirdette.com | 22200 | 2395 | 10 |
| Etam | etam.co.uk | 5400 | 5034 | 11 |
| Bluebella | bluebella.com | 18100 | 1282 | 12 |
| Hunkemoller | hunkemoller.co.uk | 3600 | 5048 | 13 |
| Laperla | laperla.com | 12100 | 1249 | 14 |
| SavageX | savagex.co.uk | 1900 | 7197 | 15 |
| Curvy Kate | curvykate.com | 12100 | 1128 | 16 |
| Sloggi | sloggi.com | 9900 | 1324 | 17 |
| Wolford | wolford.com | 8100 | 757 | 18 |
| Playful Promises | playfulpromises.com | 6600 | 830 | 19 |
| Wonderbra | wonderbra.co.uk | 12100 | 438 | 20 |
| Bra Stop | brastop.com | 6600 | 393 | 21 |
| Stripe and Stare | stripeandstare.com | 12100 | 147 | 22 |
| Lemonade Dolls | lemonadedolls.com | 8100 | 176 | 23 |
| Leonisa | leonisa.uk | 320 | 2658 | 24 |
| Lascana | lascana.co.uk | 1900 | 429 | 25 |
| Dora Larsen | doralarsen.com | 5400 | 143 | 26 |
| Conturve | conturve.com | 8100 | 88 | 27 |
| Miss Mary | missmary.co.uk | 1000 | 596 | 28 |
| Freya Lingerie | freyalingerie.com | 1300 | 454 | 29 |
| Fantasie | fantasie.com | 3600 | 158 | 30 |
If you’re chasing higher review sentiment, focus on post‑purchase follow‑ups and customer service. Reviews power trust signals and can increase your E‑A‑T. Here’s how the rest of the market stacks up:
Spotlight on Lounge: simple scroll‑and‑shop UX
We’re featuring Lounge for its mobile‑first, social‑led approach. Since 2016, they’ve built a powerhouse brand off social reach:
- Second for brand awareness: 110 000 searches, social score 4 228
- Ranked Ninth in monthly organic traffic: 47,382
- Review score of 4.4 from 17,344 reviews
They pair high‑quality images with a seamless, endless scroll. No over‑complicated elements. Just scroll and shop – optimised for today’s doom‑scrollers.
See how Lounge built a social powerhouse
Ready for deeper insight? Get the free 69‑page report for deeper insight
And if you want to boost your store’s visibility, learn more about our e‑commerce SEO services
Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.
Let’s make your lingerie brand stand out. You’ve got the data. Now put it to work.