Top Picks for Women's Underwear Brands to Elevate Your Comfort and Style

When it comes to choosing the best brands for women's underwear, the options are as vast as they are varied, each catering to different needs and preferences. Comfort, style, and durability often lead the list of requirements for many women seeking the perfect pair. Renowned brands have continually innovated their designs to provide underwear that not only offers support but also enhances confidence with their sleek and stylish finishes. For those interested in exploring top recommendations and finding the perfect fit, continue reading below.

Illustration of women's underwear

Best brands of women's underwear in 2025

Victoria's Secret

Victoria's Secret, established in 1977, is a leading global retailer specializing in women's intimate apparel, with net sales reaching approximately $6.2 billion in 2023. Although its market share in the U.S. decreased from 31.7% in 2013 to 24% in 2018, and has a current estimated share of 21%, the brand offers a wide array of products including bras, panties, lingerie, sleepwear, and fragrances. Committed to empowering women through its products and platform, Victoria's Secret focuses on growth strategies to strengthen its core business. Despite facing increased competition and a changing market, Victoria's Secret continues to be a significant player in the lingerie industry, with a strong brand recognition and ongoing international expansion. In 2023, the average store generated around $4.04 million in sales.

Calvin Klein

Calvin Klein, established in 1968, has consistently held a strong position in the women's underwear market, with some reports indicating they capture an estimated 10% of global sales; their signature designs, often featuring a minimalist aesthetic and the iconic waistband logo, remain a popular choice for many women seeking comfort and style. The brand’s diverse product range includes everything from everyday cotton briefs to elegant lace bralettes. Calvin Klein's ongoing commitment to quality materials and innovative designs ensures their continued presence as a leader in the industry. You can explore their latest collection and find the perfect style at their website.

Hanky Panky

Hanky Panky, established in 1977, is renowned for crafting exceptionally comfortable women's underwear, with their signature lace thongs becoming a staple in many wardrobes; celebrated for their 'one-size-fits-most' design, they boast a loyal following of women who appreciate the brand's 98% customer satisfaction rate; the brand's commitment to high-quality materials and innovative designs has solidified their position as a leader in the intimate apparel industry; their popularity has led to being sold in over 70 countries and featured in numerous fashion magazines, cementing their status as a favorite of celebrities and everyday women; explore their wide selection by visiting their official website.

Spanx

Spanx, founded in 2000, revolutionized women's shapewear, capturing a significant market share with their innovative designs and comfortable, supportive undergarments; the brand now boasts over 20 years of experience providing solutions for a smooth silhouette, with a reported 98% customer satisfaction rate; their product line includes everything from everyday panties to sculpting leggings, offering a variety of options for women of all shapes and sizes; Spanx's commitment to quality and continuous innovation has made it a leading brand in the industry, celebrated for its empowering approach to women's fashion; find your perfect fit and explore the range at Spanx.

Aerie

Aerie, a leading brand in women's intimates, has demonstrated a commitment to body positivity and inclusivity since its launch in 2006, with a reported 30% year-over-year growth in sales attributed to its comfortable and diverse range of underwear, consistently earning high customer satisfaction ratings and currently offering sizes ranging from XXS to XXL and 30A to 42DD bras; discover your perfect fit and explore Aerie's latest collection.

Natori

Natori, founded in 1977 by Josie Natori, is a renowned brand specializing in women's underwear, among other apparel, blending East-meets-West aesthetics; the company has expanded from lingerie to include ready-to-wear and home goods, with 70% of their products manufactured in the Philippines, and experienced a 163% increase in revenue from 2020 to 2022 showing a significant growth in the online market after the pandemic. Its products are sold in high-end department stores across 25 countries, as well as online, showcasing the global appeal and market reach of Natori's diverse collections.

Savage X Fenty

Savage X Fenty, launched in 2018 by Rihanna, has quickly become a leading brand in women's lingerie, known for its inclusive sizing, which caters to a wide range of body types and offering up to 44DDD in bras and 3X in apparel. The brand boasts high customer satisfaction, with over 70% of surveyed customers indicating they would purchase from Savage X Fenty again, positioning itself as a major player in the market for comfortable and stylish undergarments. Their focus on body positivity and diversity has resonated with consumers, leading to significant year-over-year growth and a significant share of the online lingerie market. You can explore their diverse collection.

Commando

Since its inception in 2003, Commando has become a leading brand in women's underwear, renowned for its innovative designs and comfortable fit, with 90% of customers reporting high satisfaction rates. Their seamless and smoothing technology, used in all underwear and bodysuits, has made them popular for outfits with sheer fabrics, and the brand’s focus on quality materials has solidified its status as a top choice. You can explore their collection further.

Wacoal

Wacoal, founded in Japan in 1949, is a leading manufacturer of women's lingerie and underwear, offering a wide range of styles from classic underwire bras to sculpting shapewear, with sizes ranging from 30-44 and AA-FF cups; they operate internationally and have a strong presence in Asia, where women's underwear holds a 64.8% revenue share in 2024, and while the brand does not have its own stores in the U.S., it is available in over 1,200 department stores and boutiques. Wacoal has expanded its business to direct-to-consumer sales, with e-commerce now accounting for 20% of the company's revenue, and focuses on using innovative fabrics and techniques to create high-quality, fashion-conscious pieces. You can explore their products.

Lively

Lively, established in 2016, has become a popular brand for women's underwear, creating a new category called "Leisurée" that blends lingerie, activewear, and swimwear. With over 60 years of experience in lingerie manufacturing, they are dedicated to using high-quality materials like soft lace and recycled fabrics, and are known for their comfortable bralettes and seamless designs. Lively offers a range of styles and sizes, with a commitment to sustainability and a mission to empower women through comfortable and stylish undergarments.