The United States lingerie market is undergoing a significant transformation, moving beyond traditional aesthetics to prioritize comfort, inclusivity, and digital engagement. This report provides a data-driven ranking of the top 10 lingerie brands in the US as of January 2026, based on a comprehensive methodology that weighs financial performance, social media influence, media impact, and innovation.
Methodology and Ranking Factors
The ranking is derived from a weighted scoring model applied to ten leading brands identified in the US market. The brands were assessed across four critical metrics, reflecting both established market dominance and emerging digital influence.
| Metric | Description | Weighting |
| Market Share/Revenue | Financial performance, including estimated annual revenue, market share, and brand valuation. | 35% |
| Social Media Popularity | Brand reach and engagement, primarily measured by Instagram follower count and overall social presence. | 25% |
| Media Impact Value (MIV®) | The monetary value of media mentions and buzz generated across all channels, as measured by Launchmetrics. | 20% |
| Innovation & Growth | Recent growth momentum, cultural impact (e.g., inclusivity, sustainability), and product innovation. | 20% |
The final score is a composite of these weighted metrics, providing a holistic view of each brand’s standing in the highly competitive US market.
Top 10 US Lingerie Brands Ranking
The following table presents the final ranking of the top 10 lingerie brands in the US, based on the comprehensive analysis:
| Rank | Brand | Final Score | Key Metric Highlights |
| 1 | Victoria’s Secret | 9.00 | Highest Market Share and MIV; 78.1M Instagram Followers |
| 2 | Skims | 8.95 | $5B Valuation; Expected $1B+ Revenue; High Innovation Score |
| 3 | Aerie | 7.85 | Strong Gen Z loyalty; +11% Comparable Sales (Q3 2025) |
| 4 | Calvin Klein | 7.65 | Strong brand recognition; 26.1M Instagram Followers |
| 5 | Savage X Fenty | 7.60 | Leader in inclusivity; $1B Valuation; 5M Instagram Followers |
| 6 | Spanx | 5.95 | Dominant in shapewear; Projected $480M Revenue |
| 7 | Wacoal | 4.70 | High MIV for a technical brand; Strong department store presence |
| 8 | Fleur Du Mal | 4.65 | High luxury MIV; Strong celebrity endorsement strategy |
| 9 | Adore Me | 4.60 | Strong subscription model; Focus on accessibility |
| 10 | ThirdLove | 4.40 | Pioneer in data-driven fit; Digital-first DTC model |
Brand Profiles
1. Victoria’s Secret
Despite facing significant challenges from new, digitally native competitors, Victoria’s Secret retains its position as the market leader due to its sheer scale, widespread retail footprint, and high brand recognition. The brand’s Media Impact Value (MIV®) remains the highest in the industry, demonstrating its continued ability to generate massive media buzz. With over 78 million followers on Instagram, its social reach is unparalleled in the sector. The brand’s recent efforts to rebrand and focus on inclusivity are aimed at securing its long-term relevance against the backdrop of changing consumer values.
2. Skims
Kim Kardashian’s Skims has rapidly ascended to become a dominant force, achieving a staggering $5 billion valuation in late 2025. The brand’s success is built on a foundation of innovative, comfortable, and size-inclusive shapewear and loungewear that blurs the line with traditional lingerie. Skims is projected to surpass $1 billion in net sales, driven by its powerful social media strategy and a deep understanding of modern consumer needs. Its high ranking is a testament to its exceptional growth and cultural influence.
3. Aerie
Aerie, a subsidiary of American Eagle Outfitters, has successfully captured the Gen Z market with its “Aerie Real” campaign, which promotes body positivity and unretouched imagery. This focus on authenticity has translated into strong financial performance, with the brand reporting an impressive 11% increase in comparable sales in the third quarter of fiscal 2025. Aerie’s consistent growth and strong brand loyalty make it a formidable competitor to the top two.
4. Calvin Klein
Calvin Klein maintains a strong position through its iconic branding and global appeal, particularly in the mid-range segment of the market. With over 26 million Instagram followers, the brand leverages celebrity endorsements and a timeless, minimalist aesthetic to drive consistent sales. While not solely a lingerie brand, its underwear and loungewear lines are a major component of the US intimate apparel market.
5. Savage X Fenty
Rihanna’s Savage X Fenty is the undisputed leader in cultural innovation and inclusivity. The brand’s commitment to diverse sizing, models, and representation has fundamentally shifted industry standards. With a valuation approaching $1 billion, Savage X Fenty has proven that a focus on diversity can be a powerful driver of both media impact and financial success.
6. Spanx
Spanx has evolved from a niche shapewear company into a broader apparel brand that includes a significant lingerie component. The brand’s strength lies in its innovative, problem-solving products and its established reputation for quality and comfort. With projected revenues of nearly $500 million, Spanx remains a powerhouse, particularly in the functional and foundational garment categories.
7. Wacoal
Wacoal is a premium brand known for its technical expertise and focus on precise fit. While it may not have the same social media presence as the digital-first brands, it generates a high Media Impact Value and maintains a strong presence in traditional department stores, catering to a consumer base that prioritizes quality and engineering.
8. Fleur Du Mal
Positioned in the luxury segment, Fleur Du Mal excels at generating high-value media buzz. A significant portion of its MIV comes directly from celebrity endorsements, positioning the brand as aspirational and high-fashion. Its smaller scale is offset by its high-impact marketing and exclusive product offerings.
9. Adore Me
Adore Me is a digitally native brand that has successfully leveraged a subscription-based model to build a loyal customer base. The brand focuses on accessibility, offering a wide range of sizes and styles at competitive price points, which contributes to its consistent market presence.
10. ThirdLove
ThirdLove pioneered the use of data and technology to solve the problem of bra fit, offering “half-cup” sizes and a “Fit Finder” quiz. As a digital-first DTC brand, it has built a strong reputation among consumers seeking a personalized and comfortable fit, securing its place among the top innovators in the market.
Future Outlook
The US lingerie market is characterized by a dual leadership structure: the established dominance of Victoria’s Secret and the explosive, culturally relevant growth of digitally native brands like Skims and Aerie.
Brands that fail to adapt to these new consumer values, as evidenced by the shuttering of once-promising brands like Parade in late 2025 , risk losing market share to more agile and culturally attuned competitors.
