Lingerie advertising balances confidence, fit and privacy. This directory includes luxury names like Cosabella, Natori and Honey Birdette, inclusive and accessible brands like Savage X Fenty, Adore Me and Bras N Things, regional leaders like Hunkemöller, Zivame, Clovia and Leonisa, and Italian and Nordic retailers such as Intimissimi and Lindex. Their ads show how brands handle sensitive imagery, fit concerns and gifting seasons across very different markets.
Adore Me (adoreme.com) was founded in 2011 by Morgan Hermand-Waiche in New York City. The brand offers subscription-based and one-time-purchase lingerie with inclusive sizing, sold DTC. Acquired by Victoria's Secret for $400M in November 2022. Also searched as Adore.
Amante is an Indian fashion brand specializing in women's lingerie and innerwear, including bras, panties, and sleepwear. It positions itself as a fit-focused intimate apparel brand, selling through its own website and retail partners, and advertises across Meta placements.
AnaOno was founded in 2014 by Dana Donofree after her own breast cancer diagnosis and reconstruction. The brand designs lingerie for all post-mastectomy chest configurations—flat, reconstructed, asymmetrical—as well as for those with drains and expanders during treatment.
Bluebella is a British lingerie brand founded in 2005, selling designer-style bras, lingerie, and nightwear direct-to-consumer online and through retail stockists internationally. It positions itself in the premium contemporary lingerie segment. The brand advertises across Meta placements to drive ecommerce sales.
Bras N Things was founded in Australia in 1983 and is one of the country's largest lingerie retail chains. Acquired by Hanesbrands, the brand operates physical stores across Australia and New Zealand and a DTC channel at brasnthings.com. Post-acquisition investment has focused on inclusive sizing (extending to G+ cups) as a key DTC differentiator, supported by body-positive Meta and digital campaigns. Also searched as Bras.
Clovia is a Gurugram-based lingerie brand founded in 2013 by Pankaj Vermani, Neha Kant, and Suman Chowdhury. It uses proprietary AI-led fit recommendations tuned for Indian body types and was acquired by Reliance Retail, integrating with Myntra for expanded distribution.
Comme Si is a New York-founded DTC luxury brand making socks, loungewear, and intimates crafted in Italy from natural materials including cashmere, merino wool, Egyptian cotton, and silk. Founded in 2019, the brand targets the quiet-luxury consumer seeking elevated everyday essentials. Note: the country_hint 'au' in the source data appears to be incorrect—Comme Si is a US-headquartered brand. Also searched as Comme.
Cosabella is an Italian luxury lingerie brand founded in 1983 by Ugo and Valeria Campello, headquartered in Miami. It became a DTC marketing case study when it replaced its email agency with AI-powered personalization software and recovered $1.5M in revenue while improving campaign performance across key metrics.
Enamor is an Indian fashion brand focused on women's innerwear, including bras, activewear, and shapewear designed for fit and comfort. The brand sells through its own e-commerce site as well as major Indian retail and online marketplaces, and advertises across Meta placements.
Figleaves launched in 1998 as one of the UK's first online lingerie retailers, pioneering inclusive-fit bra and swimwear sizing on the internet. Acquired by N Brown Group, the brand continues to operate as a leading DTC destination for lingerie and swimwear across a wide range of sizes.
Hanky Panky was founded in New York in 1977 by Lida Orzeck and Gale Epstein. Its signature one-size stretch lace thong achieved cult status through celebrity word-of-mouth and department-store ubiquity. The brand is now investing in DTC digital marketing to reach Gen Z without diluting its heritage. Also searched as Hanky.
Honey Birdette is an Australian lingerie brand founded in 2006, known for luxury bras, lingerie, and intimate apparel sold through boutique retail stores and online across Australia, the UK, and the US. It has built a reputation for provocative marketing within the lingerie category. The brand advertises across Meta placements to drive retail and ecommerce sales.
Hunkemöller is Europe's largest lingerie retail chain, headquartered in Hilversum, Netherlands. Founded in 1886 and modernised under private equity ownership, the brand operates 900+ stores across 20+ European countries and runs a sophisticated DTC loyalty programme, combining high-frequency social media advertising with ambassador and influencer campaigns.
Intimissimi is a Verona-based Italian lingerie and underwear brand founded in 1996 under the Calzedonia Group. Known for its Italian-made intimates, nightwear, and bodywear, Intimissimi operates over 1,000 stores in 40+ countries alongside a loyalty-driven DTC e-commerce channel.
Founded in Medellín in 1956 by the Urrea brothers, Leonisa is Latin America's dominant intimate apparel brand with 28% Colombian market share. The company sells shapewear, lingerie, bras, and swimwear direct to consumers across 27 countries, combining precision fit technology with accessible pricing.
Lili Pink is one of Colombia's largest intimate apparel and lingerie retailers, operating 330+ stores in Colombia and 85+ across Costa Rica, Ecuador, Guatemala, Panama, and Venezuela. Founded in 2006 and headquartered in Medellín, the brand sells bras, panties, sleepwear, activewear, swimwear, and jeans via franchise retail and DTC web channels. Also searched as Lili.
Lindex is a Swedish womenswear and lingerie brand founded in 1954 in Gothenburg. One of Scandinavia's leading women's fashion retailers, the brand operates DTC stores and e-commerce across the Nordics and internationally. Owned by Finnish Stockmann Group, Lindex has invested heavily in sustainability and DTC digital transformation.
Lounge Underwear was founded in Birmingham in 2016 by Mel and Dan Marsden with £1,000 in starting capital. By mastering influencer seeding, ambassador community building, and aspirational Instagram advertising, the brand scaled to over £50M in annual revenue without external investment, becoming one of the UK's most successful DTC fashion brands. Also searched as Lounge.
Marlies Dekkers founded her eponymous luxury lingerie brand in 1993 in the Netherlands. Her deconstructed, architecturally-inspired intimate wear positioned her alongside Agent Provocateur and La Perla at the premium end of lingerie. The brand sells DTC via its own site and app, own boutiques, and wholesale across Europe and North America. Also searched as Marlies.
Natori is an American lifestyle brand founded by designer Josie Natori, known for luxury sleepwear, lingerie, and loungewear that blend East Asian-inspired design with contemporary silhouettes. The brand sells through department stores, specialty retailers, and its own e-commerce site. It advertises across Meta placements to promote its intimates and sleepwear lines.
Nayomi was founded in Saudi Arabia in 1992 by Kamal Osman Jamjoom after a Triumph franchise didn't succeed, and has grown to become the GCC's leading lingerie and loungewear brand with 200+ stores across six Gulf countries and international shipping.
Negative Underwear is a New York DTC lingerie brand founded in 2014 by Marissa Vosper and Lauren Schwab. The brand pioneered the minimalist wireless bra category, positioning comfort and clean aesthetic as a sophisticated alternative to Victoria's Secret push-up maximalism. A strong influencer affiliate program and editorial fashion features have built a loyal DTC repeat-purchase community. Also searched as Negative.
Nudea is a London-based sustainable lingerie brand founded in 2019 by Priya Downes. B Corp certified, the brand uses Tencel and recycled microfibre in products covering cup sizes A to GG. Known for its bra-recycling programme with TerraCycle and a commitment to 100% natural or recycled fabrics by 2026.
Nykd is an Indian fashion brand from Nykaa offering women's lingerie, loungewear, and innerwear. It positions itself around comfort and inclusive sizing, sold through its parent ecommerce platform and other online retail channels, advertising across Meta placements.
Oysho is an Inditex DTC brand founded in 2001, originally positioned as a lingerie specialist before successfully pivoting to athleisure and activewear. Now covering yoga, running, swimwear, and intimates, Oysho competes with specialist athletic brands while leveraging Inditex's fashion-speed supply chain and global digital infrastructure. With stores in 60+ countries and a strong DTC web presence, the brand runs sophisticated paid-social campaigns targeting active women 18–35.
Papinelle is a Sydney-based premium sleepwear and lingerie brand founded in 2003 by Renae James at Paddington Markets. Known for French-inspired hand-painted floral prints and natural fabrics (silk, organic cotton), the brand operates DTC and through David Jones, The Iconic, and its own Paddington boutique.
Princesse tam.tam is a Paris-based lingerie, swimwear, and loungewear brand founded in 1985 by sisters Shama and Logos Melon. Known for vibrant prints, inclusive sizing, and body-positive messaging, it became a DTC reference in French lingerie before being acquired by the Chantelle Group in 2015. The brand operates 50+ boutiques alongside a strong e-commerce channel. Also searched as Princesse.
Savage X Fenty is a lingerie and loungewear brand founded by Rihanna in 2018, known for size-inclusive intimates and body-positive marketing campaigns. The brand sells direct-to-consumer through its own e-commerce site and retail stores under a subscription-style membership model. It advertises heavily across Meta placements to promote new collections.
Shyaway is an Indian fashion brand specializing in women's innerwear and lingerie, including bras, panties, and shapewear in a range of sizes. It sells primarily through its direct-to-consumer e-commerce platform and advertises across Meta placements.
Tezenis is a Verona-based Italian fashion brand launched by the Calzedonia Group in 2003, targeting Gen Z with colourful basics, lingerie, beachwear, and lifestyle pieces at accessible price points. With 600+ stores and a growing DTC channel, Tezenis is the group's high-frequency, trend-reactive label.
Founded in Medellín in 1987, Touché is a Colombian swimwear and lingerie brand known for elegant, sensual, sophisticated designs. With WRAP-certified ethical production, an in-house workforce of 170+ (mostly women), and an ECO Garments sustainable line, the brand sells DTC through its website and physical stores while reaching international buyers through stockists.
Toulouse (toulouse.com.co) is a Colombian intimate apparel and womenswear brand specializing in lingerie, underwear, and casual women's clothing. The brand emphasizes Colombian manufacturing and offers factory-direct pricing through its DTC online store, catalog channel, and physical retail. Instagram following exceeds 142,000, reflecting strong domestic brand awareness. Also searched as Toulouse.
Underprotection is a Danish lingerie and underwear brand offering minimalist, sustainably produced intimate apparel. It sells through DTC e-commerce and select retail, positioning itself in the sustainable fashion and lingerie segment.
Victoria's Secret is a major American lingerie and intimate apparel retailer founded in 1977, selling bras, lingerie, sleepwear, and beauty products through hundreds of retail stores and a large ecommerce operation across North America and internationally. It is one of the best-known names in the intimates category, historically associated with its runway fashion shows. The brand advertises across Meta placements to support retail and online sales.
Yamamay is an Italian lingerie and swimwear brand founded in 2001 in Gallarate, operating through Inticom S.p.A. with over 600 stores in 35 countries. Named after the Japanese Bombix Yamamay butterfly, the brand runs seasonal paid social and influencer campaigns for lingerie, beachwear, and nightwear targeting women across Europe.
Ysabel Mora is a Spanish hosiery and intimate apparel brand founded in 1988 in Xàtiva, Valencia. Operating across 24 international markets with 300+ employees and 13,000+ product variants per season, the brand distributes through wholesale and a growing DTC e-commerce channel, running paid social campaigns for lingerie, socks, swimwear, and thermal wear. Also searched as Ysabel.
Zivame is a Bengaluru-based online lingerie brand founded in 2011 by Richa Kar and Kapil Karekar. India's first dedicated online lingerie destination, it pioneered intimate wear DTC commerce in India and was acquired by Reliance Retail in 2020, giving it significant retail and logistics scale.
Fit is the biggest purchase barrier, so many lingerie ads address it directly. Online-first brands like Zivame and Clovia emphasize fit guidance and the comfort of buying privately, while Bras N Things and Figleaves highlight wide size ranges. Inclusive casting and varied body types are a defining signal for brands such as Savage X Fenty and Adore Me. Positioning splits by tier. Luxury names such as Cosabella, Natori and Honey Birdette sell craftsmanship, fabric and an aspirational image, with gift buyers as a secondary audience. Accessible fashion brands like Tezenis, Hunkemöller and Lindex rely on color, trend and frequent launches. Sport and lifestyle brands such as Oysho connect intimates to active routines. Offers are common: membership pricing, bundles, seasonal sales and gifting promotions around Valentine's Day and holidays. Platform policies on imagery are strict, so successful creative often uses tasteful styling, product-focused shots and careful wording to stay compliant.
Check how brands navigate platform rules. Review which images, crops and phrases appear in live ads, since policy limits shape creative. This is a practical way to see what passes review. Compare how fit is addressed: quizzes, size guides, try-at-home offers or model variety. Brands that handle fit concerns well tend to reduce returns and hesitation. Note the tier signals. Luxury, mid-market and value brands use different language, lighting and calls to action. Looking across them helps you place your own brand in the range. Study gifting angles. Many lingerie purchases are gifts, and ads aimed at gift buyers use different copy than ads aimed at wearers. Finally, compare regional approaches. Latin American, Indian, Gulf and European brands in this directory speak to different norms and shopping habits, which offers useful contrast for global teams.
They stress fit, comfort and confidence, often with inclusive casting, while following strict platform imagery rules. Offers include bundles, memberships and seasonal gifting promotions. Reviewing ads across several brands at once makes it easier to see which messages are common, which are rare, and where your own positioning could stand out.
In this directory, Savage X Fenty, Adore Me, Bras N Things and Figleaves position around wide size ranges and inclusive representation. Comparing several brands side by side shows which angles repeat across the category and which are still open, so you can spot patterns before you brief creative or plan tests.
Luxury brands like Cosabella and Natori emphasize craft, fabric and aspiration. Value brands like Tezenis lean on color, trend and affordability. Look at how long each ad has run and which formats repeat. Those signals usually separate tested, working creative from one-off experiments and help you set realistic expectations.
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