Introduction

In the global consumer landscape, the women's underwear market holds significant importance. It is a constantly evolving sector with changing consumer preferences and demands. With the rise of digital platforms, especially TikTok, the marketing and sales of women's underwear have taken on new dimensions. TikTok, in the US region, offers unique advantages such as a vast user base, highly engaging content formats, and the ability to target specific demographics precisely. This has made it an attractive platform for brands and merchants in the women's underwear category to showcase their products and reach potential customers.

Category Market Overview

The women's underwear market in the US has been witnessing steady growth. According to recent data from authoritative sources, the market size has been expanding due to factors like increasing fashion consciousness among women, a growing focus on comfort, and the influence of social media trends. Consumer demand has shifted towards more stylish yet comfortable options, with a preference for seamless, breathable, and body-hugging designs. The market has also seen a rise in the demand for plus-size and specialty undergarments, catering to a diverse range of body types.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 02 of 2025, the women's underwear category showed interesting sales performance. The total GMV Gross Merchandise Volume for the week was $624.98 million, with a quarter-on-quarter growth rate GMV qoq of 10.29%. The sold count was 331,000, showing a 12.66% increase qoq. The average price of the sold items was $18.88. Looking at the top-selling products, the "Women's Solid Color Zipper Corset Shapewear Top, Girdle Highwaist Tummy Control Shaper Clothes, Waist Trainer Women, Womenswear Sexy Shapewear for Daily Wear, Matt Waist Trainers, Shaper Clothes" had a sold count of 11,800 and a GMV of $23.78 million with a significant GMV qoq growth of 65.29%. Another popular product, "CAKES circles - The 1st viral non-adhesive nip cover - Official CAKES", had a sold count of 9,144 and a GMV of $25.11 million with a remarkable 108% GMV qoq growth. These products' popularity can be attributed to their functionality, such as tummy control and nip coverage, along with their appealing designs that are showcased effectively on TikTok through videos and images.

Brand Case Analysis of the Specific Category

Several brands stood out in the women's underwear market on TikTok during this period. For example, Hsia-Bras had a GMV of $52.82 million with a 20.12% GMV qoq growth. They sold 20,600 items with an average price of $25.64. Their success might be due to their focus on quality and stylish designs that resonate with the target audience. SHAPSHE also had a notable performance with a GMV of $42.02 million and a 9.51% GMV qoq growth. They sold 9,420 items with an average price of $44.60, perhaps owing to their reputation for providing effective shapewear products. CAKES body had a remarkable GMV qoq growth of 82.05% with a GMV of $27.31 million, selling 9,665 items. Their unique product offerings like the non-adhesive nip cover have likely contributed to their success on the platform.

Conclusion

Overall, the women's underwear market on TikTok in the US during week 02 of 2025 showed promising trends. The growth in GMV and sold count indicates a healthy market with increasing consumer interest. For cross-border merchants, it is advisable to focus on product features that address current consumer demands, such as comfort and style. Leveraging TikTok's marketing capabilities through engaging videos and collaborations with influencers can further boost sales. Looking ahead, the market is likely to continue evolving with more innovative products and marketing strategies emerging to capture the attention of the ever-growing TikTok user base in the US.