Top Panty Brands: Stylish Comfort Meets Quality Craftsmanship

When it comes to selecting the best panties, comfort, style, and durability are key factors to consider. Many brands have established themselves as frontrunners in the market, offering a wide range of options that cater to various preferences and body types. From luxurious, high-end labels to affordable everyday essentials, the choices are vast and varied. Curious about the top brands that have garnered rave reviews and loyal followings? Read on to discover which brands make our list of top choices and why they stand out in the world of women's underwear.

Illustration of panties

Best brands of panties in 2025

Victoria’s Secret

Victoria's Secret, despite recent market share declines, remains a significant player in the lingerie industry, particularly in the production of panties. As of 2024, Victoria's Secret and its brand Pink together maintain about 20% market share in intimates in North America. The company has seen improvements in its beauty business and newer merchandise in bras and panties, with four straight quarters of growth in the beauty segment. However, the brand's overall market share has decreased from 31.7% in 2013 to 24% in 2018, according to Coresight Research. Despite these challenges, Victoria's Secret continues to be a leader in the intimates market.

Calvin Klein

Calvin Klein is a prominent global fashion brand renowned for its innovative and sensual aesthetic, particularly in the underwear segment. Established in 1968, Calvin Klein has solidified its position as a leader in the fashion industry, with global retail sales of its products reaching approximately $8.5 billion in 2021. The brand's underwear line, featuring the iconic CK logo waistband, is a staple in many wardrobes, known for its high-quality construction and minimalist design. Calvin Klein's inclusive philosophy is reflected in its unisex clothing range and diverse sizing options, catering to a broad customer base. The brand's commitment to modern comfort and style has made it a favorite among consumers worldwide.

Hanky Panky

Hanky Panky, founded in 1977, is a renowned brand in the lingerie industry, celebrated for its comfortable and stylish panties. The brand is particularly famous for its game-changing thong, introduced in 1986, which has sold over 45.6 million units globally. Hanky Panky maintains a strong digital presence, with a focus on colorful and inclusive styles, appealing to a younger demographic like Gen Z, where 45% of lingerie shoppers on Facebook and Instagram are under 30. The brand is committed to sustainability, with practices such as converting old bras and undies into carpet padding, and it operates in over 70 countries. Hanky Panky's annual revenue ranges from $25 million to $50 million, reflecting its significant market presence. For more information on their stylish and sustainable lingerie, visit the Hanky Panky website.

ThirdLove

ThirdLove is a pioneering direct-to-consumer brand renowned for its innovative and size-inclusive lingerie, offering over 70 size options to cater to every woman. Since its founding, the company has revolutionized the $16 billion intimate apparel industry, achieving a 347% year-over-year sales growth in 2017 and attracting significant investment, including $68.6 million in total funding. ThirdLove's "Try Before You Buy" campaign has been particularly successful, with a 70% retention rate for products ordered through the promotion and over 750,000 participants. The brand has also seen a 60% incremental lift in search conversions and a 66% Fit Finder completion rate through its strategic use of data and cross-screen measurement. With a strong online presence, ThirdLove's website has seen a 46.47% increase in web traffic over the last month.

Savage X Fenty

Savage X Fenty is a trailblazing lingerie brand celebrated for its commitment to inclusivity, diversity, and empowerment, offering a wide range of sizes from XS to 3X and featuring models of various ethnicities and body types in their marketing campaigns. The brand has witnessed significant growth, with revenue estimated between $500 million to $1 billion as of November 2024, and a 17.56% increase in web traffic over the last month. It ranks #15 in the Beauty and Cosmetics category in the United States and holds a global ranking of #14,759. The brand's audience is predominantly female, with 76.62% of visitors being women, and the largest age group being 25-34-year-olds. Savage X Fenty's engagement metrics are noteworthy, including an average visit duration of 3 minutes and 37 seconds and 6.13 pages per visit. Discover more about their inclusive offerings on their website.

Aerie

Aerie, a brand under American Eagle Outfitters, has emerged as a leading producer of panties, renowned for its body positivity messaging and commitment to not airbrushing models. As of 2020, Aerie held a 4% share in the U.S. women's intimate apparel market and achieved over $1 billion in revenues, marking its 25th consecutive quarter of double-digit growth. The brand's success is attributed to its inclusive marketing campaigns, such as the AerieReal campaign, and its expansion into new categories like sustainable swimwear and the Offline by Aerie activewear line. Aerie's digital sales have surged significantly, with a 75% increase in the quarter ending January 2021, and the brand continues to open new stores, optimizing its omnichannel presence. With plans to target a $3 billion revenue goal, Aerie is solidifying its position as a major player in the women's underwear market.

Spanx

Spanx is a leading brand in the shapewear industry, renowned for its innovative and comfortable body-shaping undergarments. Founded by Sara Blakely in 2000, Spanx has grown significantly, with revenues estimated at over $400 million as of 2018 and a valuation of $1.2 billion in 2021 when a majority stake was sold to Blackstone. The brand offers a wide range of products, including pantyhose, hosiery, and leggings, and has expanded to include men's shapewear and denim lines. Spanx products are popular globally, available in over 50 countries, and have been endorsed by influential figures such as Oprah Winfrey and Michelle Obama. With a strong commitment to quality and customer satisfaction, Spanx continues to be a dominant player in the shapewear market.

Commando

Commando is a renowned American underwear company founded in 2003 by Kerry O'Brien, celebrated for its innovative "raw cut" undergarments without seams, elastic, or trim. The brand has gained significant traction, particularly at red carpet events and New York Fashion Week, with its products featured in over 30 shows per season. Commando's luxury undergarments, made from microfiber and technical fabrics, are praised for their invisible fit under clothing and are favored by celebrities like Rihanna, Jennifer Lopez, and Emma Watson. The company boasts a strong market share, with revenue growth exceeding industry averages, and its products are available in over 1,200 department stores globally. Commando's annual revenue has reached $16.8 million, with a revenue per employee of $207,963. You can find more information about Commando on their Wikipedia page.

Natori

Natori is a prominent brand in the intimate lingerie market, known for its high-quality and stylish panties. As part of the North America lingerie market, which is expected to reach USD 7,417.1 million by 2030 with a CAGR of 8.6% from 2022 to 2030, Natori contributes significantly to the segment's growth. The brand is favored for its comfortable and body-inclusive designs, catering to a wide range of sizes and preferences. In the global sexy lingerie market, Natori is among the key players, with the North America region dominating over 32% of the global revenue in 2023. Natori's emphasis on comfort and inclusivity aligns with consumer trends, driving demand for intimate apparel.

Soma

Soma Intimates is a leading brand in the lingerie industry, renowned for its high-quality panties and other intimate apparel. In 2021, Soma achieved significant growth, with sales rising to $478.1 million, a 36% increase from the previous year. The brand has consistently outpaced the market in non-sport bras, panties, and sleepwear, according to data from the NPD Group Inc. Soma's innovative products, such as the Bodify smart bra, have contributed to its strong market position and customer growth. The brand's online sales revenue in October 2024 was $21,888,755, with a conversion rate of 4.50-5.00% and an average order value of $125-$150. For more information about their offerings, explore their official website.