The world of lingerie is undergoing a revolution on TikTok: new silhouettes, increased diversity, innovative digital strategies and affirmed values. European brands are redefining the relationship between the body and sexiness, appealing to all generations and blending inclusivity and aestheticism. Here are the ten brands that are dominating the scene, reinventing trends and captivating audiences, far beyond conventional standards.
Women's lingerie is no longer confined to the clichés of yesteryear: the rise of body positivity and social networking has turned codes on their head. Between minimalist elegance, a commitment to diversity and ultra-creative TikTok campaigns, the European lingerie market reinvents itself every season. This article reveals the most influential brands on GenZ's favorite network, analyzes the driving forces behind their success, and deciphers what makes them irresistible to today's consumers.
The unavoidable shift towards inclusivity and body positivity in lingerie brands on TikTok
Over the past decade, the world of lingerie has been undergoing a transformation, thanks in particular to the meteoric rise of TikTok and a new social awareness driven by the #MeToo and body positive movements. The old formatted campaigns, which only represented a limited ideal of femininity, are gradually giving way to more authentic, vibrant approaches that are connected to the reality of all women. In 2025, the notion of inclusivity is no longer a mere marketing argument: it has become a fundamental requirement for success on TikTok and beyond.
Brands such as Skims and Lounge Underwear wisely capitalize on this dynamic by, for example, integrating models of all morphologies, ages and origins into their viral clips, thus fostering a sense of representation. Others, built around the concept of "digitalized sisterhood", encourage each user to appropriate the product, express her self-confidence and become, in the space of a video, an ambassador for the brand.
- Inclusivity isn't just visual: sizes, materials and functionalities (support, sporting comfort, adaptability) have been rethought.
- The body positive redefines the relationship between sexy and lingerie: lingerie becomes a garment of well-being, not just an element of seduction.
- The notion of daring is evident in the bright colors, unexpected prints and freedom to layer pieces.
Through TikTok, the hashtags #LingerieHaul and #BodyConfidence multiply the visibility of these values: a simple viral effect can transform an authentic campaign into a societal phenomenon. The platform also enables direct dialogue between brands and communities, thanks to formats such as challenges and duets, where everyone can show how they experience lingerie on a daily basis.
| Brand | Highlighted value | Favorite TikTok formats | Anecdote-impact |
|---|---|---|---|
| Skims | Inclusiveness and comfort | Try-on, challenges, creative duos | More than 3,000 influencers took part in the Challenge in one week |
| Hunkemöller | Diversity, accessible lingerie | Vlogs, fit comparison, educational lives | Every Body" campaign taken up by a collective of designers as far afield as Germany |
| Lounge Underwear | Mutual, natural support | Unboxings, real-life testimonials | Launch of a worldwide hashtag #LoveYourLounge seen 4M times |
| Coco de Mer | Empowerment, sensual luxury | Artistic demonstrations, storytimes | Viral styling video with over 1M likes collected |
This change not only stimulates online engagement, but also influences the very design of collections. Some brands now prioritize natural fabrics, breathable cuts and a design that celebrates real morphology, at the crossroads of comfort and boldness. This is demonstrated by players such as Tezeniswhose collaborations with ambassadors embody this radical renewal.
Events and collaborations that make their mark on TikTok
Major event campaigns, notably for the Valentine's Day 2025The success of the TikTok campaign confirms the importance of influencer activation on TikTok. Collaborations, often orchestrated with expert agencies, enable inclusive messages to reach millions of users, amplifying the aura of engaged brands.
To create virality, the most effective strategies include :
- Storytelling to enhance each individual identity
- Participation features (personalized promo code, dedicated filter)
- Immersive formats such as live shopping or binge-watching try-ons
At the crossroads of fashion and benevolence, TikTok is shaping a new standard of feminine confidence, supported by brands that no longer hesitate to break with old codes to offer plural, accessible and inspiring lingerie.
Through this resolutely modern and open prism, TikTok's selection of the hottest European brands demonstrates that creativity and ethics are no longer dissociable from digital performance, nor from the preferences of new generations.
Panorama of lingerie brands in Europe that are redefining the trend on TikTok
The European lingerie market in 2025 is characterized by a veritable explosion of talent and creativity. A number of labels, both historic and emerging, are skilfully adapting to TikTok's codes to strengthen their influence and make their mark. Among them, ten stand out as must-haves thanks to innovative campaigns, community engagement and collections adapted to all profiles.
Here are the ten brands that make up TikTok's list of the hottest references of the moment:
- Skims: Worn by Kim Kardashianthe brand promotes ultra-inclusivity, with an extensive range of sizes and shades, tutorial videos and try-ons sharing the raw user experience.
- Hunkemöller: Dutch fashion house Hunkemöller has focused on interactive engagement with its community through lives and educational vlogs.
- Lounge Underwear: Specializing in the "real body", this label favors proximity, natural materials and accessibility, creating a strong sense of community.
- Calzedonia: Renowned for its leggings and stockings, the brand seduces on TikTok with its campaigns linked to sport and "comfort wear", while remaining resolutely trendy.
- Eres: Synonymous with timeless elegance, Eres relies on pure lines and 90s-inspired visuals with a modern twist.
- Coco de Mer: British sensual luxury, which combines craftsmanship, creativity and artistic creations, has found a new digital lease of life on the social network.
- Icone: A Parisian label, Icone has quickly made a name for itself for its accessible prices and its willingness to break with the classic codes of women's underwear.
- Glamuse: A multi-brand platform, renowned for its variety and cutting-edge collections, bringing together leading labels around a qualitative positioning.
- Bluebella: Led by designer Emily Bendell, this English brand offers designer lingerie at competitive prices, combining style and inclusivity.
- Woolford: Austrian brand renowned for its tights and bodysuits, but also for its sophisticated, timeless lingerie.
| Name | Country of origin | Stylistic signature | TikTok highlights |
|---|---|---|---|
| Skims | United States / Europe | Sobriety, inclusiveness | Live tests, viral hashtags |
| Hunkemöller | Netherlands | Accessible, colorful | Lives shopping, "real users" contest |
| Lounge Underwear | United Kingdom | Natural, comfortable | True stories |
| Calzedonia | Italy | Sport-chic | Sporty tutorials and everyday looks |
| Eres | France | Clean, graphic | Tiktoks inspired by retro fashion |
| Coco de Mer | United Kingdom | Sensual, artistic luxury | Artistic slow-motion content |
| Icon | France | Accessibility, boldness | In-house fashion shows, influential marketing |
| Glamuse | France | Multi-brand, cutting-edge selection | Influencer collaborations |
| Bluebella | United Kingdom | Creative, natural | Trends and body confidence |
| Woolford | Austria | Timeless Bodies | Creative lookbooks on TikTok |
Each of these brands adopts a refined digital strategy, combining storytelling, co-creation with influencers and relaying campaigns on complementary platforms such as Instagram. Their regular collaborations bring a creative breath of fresh air, as (discover here) in the world of swimwear and associated lingerie.
What are the keys to a memorable user experience on TikTok?
The experience of these brands on TikTok is based on :
- Proximity to the community through direct-to-consumer formats
- Use of spontaneous reviews, considered more credible by the young target group
- The use of creative challenges involving a variety of influencer profiles
Well-orchestrated collaborations offer brands a unique opportunity to align themselves with the zeitgeist, while reinforcing their digital reputation and legitimacy. It's also proof that influencer marketingWhen embodied in solid, sincere campaigns, TikTok, like other social networks, has immense unifying power.
The inclusive and creative impetus of this sector also inspires other clothing branches, bringing synergies with sustainable development, ethical fashion and the valorization of artisanal know-how. Continuous innovation in communication points to a future where European lingerie is not just trendy, but exemplary from a societal point of view.
Tips for choosing the best lingerie brand on TikTok: innovation, comfort and durability
At the heart of consumers' concerns in 2025, the search for lingerie goes far beyond mere aesthetics. On TikTok, authentic brands that combine innovation, comfort and ethical awareness are becoming increasingly popular. It's becoming essential to be able to distinguish a quality offer from the profusion of clips and collaborations appearing daily on the platform.
- Comfort and quality: focus on adapted cuts, supple materials (organic cotton, natural silk) and impeccable finishes, tested and approved by panels of real consumers.
- Transparency in manufacturing: opt for brands that clearly display the origin of their fabrics, their production methods and their policy of respect for the environment.
- Value for money: influencer reviews and spontaneous feedback on TikTok help to identify brands that offer the best balance between affordability and durability.
- Fashion innovations: the rise of "lingerie layering" and chic sportswear models testifies to the constant quest for differentiation.
Strategic choice of point of sale is also essential: to reduce costs and guarantee authenticity, buying from the brands' official website remains the most appropriate option.
| A sought-after asset | Notable brands | Type of content TikTok | Consumer feedback |
|---|---|---|---|
| Value for money | Glamuse, Icone | Comparative lives, hauls | High satisfaction with durability |
| Ethical manufacturing | Cou Cou, Bluebella | Focus on backstage and materials | Comments highlighting the ecological effort |
| Stylistic innovation | Eres, Coco de Mer | Creative lookbooks, styling tutorials | Strong impact on engagement |
| Size diversity | Skims, Hunkemöller | Multi-body try-ons, inclusive challenges | Applauded by the body positive community |
An interest in brands tested and approved by independent panels offers additional security. This criterion, combined with a direct channel (purchase on the manufacturer's website), optimizes trust and post-purchase satisfaction. To further strengthen your choice, consult guides and guidelines such as those offered by experts in sustainable influencer marketing enables you to anticipate tomorrow's trends and make informed purchasing decisions.
Towards committed lingerie: the example of a consumer on TikTok
When 23-year-old Anaïs discovered the world of lingerie on TikTok, she quickly fell under the spell of brands promoting transparency and comfort, such as Lounge Underwear and Cou Cou. Seduced by the authentic opinions of influencers of her generation, she decided to buy directly from official sites, benefiting from personalized advice to select the ideal size or cut for her needs.
This testimonial reflects the new reality of the market: consumers want to combine style, ethics and technicality, using the immersive formats made possible by TikTok. It also encourages innovation in the textile sector, which has never been so creative - from invisible lingerie to visible, assertive models, from pure, everyday comfort to sexy, event-driven versions.
All in all, the community dimension is growing all the time, with every purchase becoming, thanks to social networks, an assumed and shared process. The synergy offered by TikTok accelerates this transformation, positioning European labels as global benchmarks for permanent renewal.
Working with an expert agency like ValueYourNetwork, a benchmark in influencer marketing since 2016, enables brands and designers alike to maximize their visibility, initiate successful collaborations and establish a lasting presence across all social networks. Over a hundred successful campaigns, proven business expertise and the ability to effectively connect brands and influencers: to boost engagement around your next launch, contact us !
FAQ on the top 10 lingerie brands in Europe that are making a splash on TikTok
What are the most famous lingerie brands on TikTok in Europe?
Lingerie brands making a splash on TikTok in Europe include Skims, Hunkemöller, Lounge Underwear and Calzedonia. These brands dominate thanks to their inclusive commitment, collaborations with influencers and innovative digital communication that appeals to a broad female audience.
How do lingerie brands use TikTok to stand out from the crowd?
Lingerie brands in Europe use TikTok to create challenges, organize live trials and share authentic testimonials. This strategy reinforces their proximity to the community and enhances the authenticity of their brand image.
Does body positivity influence lingerie brand trends on TikTok?
Body positivity is a key driver of lingerie trends on TikTok. It pushes brands to represent all body types through inspiring content, promoting inclusivity and making lingerie more accessible and rewarding for all.
What are the criteria for choosing a popular lingerie brand on TikTok?
When selecting a popular lingerie brand on TikTok, look for those that combine quality, size diversity, ethical commitment and authentic returns on the platform. Buying direct from the manufacturer often offers the best value for money.
Why buy lingerie from well-known brands on TikTok?
Opting for a recognized brand on TikTok guarantees better quality, reliable consumer testing and often a direct purchasing channel, reducing costs and the risk of imitation or counterfeiting.
Is influencer marketing essential for lingerie brands on TikTok?
Influencer marketing has become central to the reputation of lingerie brands on TikTok. Collaborations with female influencers help to reach new audiences and amplify the virality of campaigns.
What are the advantages of direct-to-consumer for European lingerie on TikTok?
Direct-to-consumer promotes a privileged link between brands and customers on TikTok, offers greater brand control and ensures immediate feedback for rapid adaptation of collections and marketing strategies. marketing strategies.
How is TikTok shaping demand for eco-friendly lingerie?
TikTok reveals a strong demand for eco-responsible lingerie through educational campaigns and shares on traceability. Brands are thus encouraged to adopt sustainable approaches to meet the expectations of an engaged audience.
What are the most memorable collaborations between influencers and lingerie brands on TikTok?
Collaborations such as Tezenis with Silent Jill or Lounge Underwear with body-positive designers are registering millions of views on TikTok, proving the impact of influencer marketing in enhancing the value of European lingerie brands.
Is there a link between success on TikTok and product innovation for lingerie brands?
A strong link exists, as virality on TikTok rewards innovative brands, both in terms of their design and their adaptation to the inclusive, comfortable and responsible expectations of female consumers. Innovation thus becomes a natural gas pedal of online brand awareness.