01. The Numbers Are Impossible to Ignore

Buyer: “Men's lingerie? Is there really a market for that?”

Ohyeah: “There's more than a market. The global men's underwear market was valued at approximately $29 billion in 2024 and is projected to reach $44.9 billion by 2031, growing at a CAGR of 6.6%. The premium segment is growing even faster—at around 6.3% annually. This isn't a fringe trend. It's a structural shift.”

The global erotic lingerie market—which includes men's products—was valued at $23.4 billion in 2025 and is expected to reach $32.4 billion by 2030. The men's segment within this market is growing at a faster rate than women's, driven by changing attitudes toward masculinity and self-expression.

In China alone, the men's underwear market reached approximately 27.6 billion RMB in 2025, growing 8.9% year-over-year. The online penetration rate jumped from 12% in 2020 to 39% in 2025—more than tripling in five years. Consumers are increasingly buying men's lingerie online, where they can explore styles with more privacy than traditional retail.

02. What's Driving the Shift

Three forces are converging to push men's lingerie from the margins into the mainstream.

Force 1: The Fluidity of Masculinity

Men's fashion has been trending toward fluidity for years. From Jacob Elordi's collection of handbags to Troye Sivan's love of corsets, the boundaries of masculine dressing are expanding. This fluidity has now reached what's underneath. Tailor and Parsons Paris fashion design teacher Max Thomas Sanderson welcomes this expansion “beyond what was previously considered attractive or appropriate for men,” saying it allows for more creative and empowering choices.

Force 2: Gen Z's Self-Expression Economy

Younger consumers increasingly view underwear as an extension of personal style rather than a basic necessity. On Xiaohongshu, posts tagged with niche labels like “Boyhood” and “Buge Ding” have racked up hundreds of thousands of impressions. A post titled “men in corsets actually look kinda good” captures the tone: casual, curious, and quietly transgressive.

As Olivia Plotnick, founder of Wai Social, puts it: “As younger male consumers become more engaged in fashion, grooming, and lifestyle-related consumption, lingerie is increasingly viewed as an extension of overall personal well-being rather than simply a basic necessity.”

Force 3: The “Confidence Factor”

A 2025 survey by Wacoal found that 27.6% of men reported a psychological change when wearing their favorite underwear, and 21.2% said they keep a “lucky” or “power” pair for days when they need a confidence boost. The same emotional drivers that sell women's lingerie—feeling good, feeling powerful, feeling like yourself—apply equally to men.

03. What's Actually Selling

Based on current market demand across major e-commerce platforms, these are the categories seeing the strongest interest from male consumers.

One important note: material preferences skew toward three categories. Mesh-like fabrics for visual impact, functional materials (breathable cotton, antibacterial options) for health and comfort, and leather/metallic accents for S&M and costume-inspired styles.

04. Why Most Stores Are Missing Out

Despite the numbers, men's lingerie remains dramatically undersupplied in physical retail. Walk into most lingerie boutiques and you'll find an entire wall of women's styles—and maybe a single shelf of plain boxers tucked in the back corner. Most adult stores, meanwhile, stock novelty items rather than thoughtfully designed men's lingerie.

This creates two problems for retailers. First, male customers who want something beyond basic boxers have almost nowhere to shop in person. Second, the customers who do walk into these stores often assume the category isn't for them.

The opportunity is straightforward: be the store that actually stocks it. A well-curated selection of men's lace briefs, mesh trunks, and lace-up jockstraps signals to a customer that they've found a place that understands what they're looking for.

05. A Retailer's Guide to Men's Lingerie Assortment

If you're considering adding men's lingerie to your store, here's a practical starting point.

The retailers who move first will define this category in their market. Right now, most haven't started yet—which means the field is still open.

Why Ohyeah Is Your Men's Lingerie Partner

At Ohyeah, we've been manufacturing intimate apparel for over 15 years—and we've watched the men's category grow from a niche request to a consistent demand. Our men's lingerie collection is designed with the same attention to proportion, fabric quality, and construction that defines our women's line.

What we offer retailers:

• Core styles ready to ship: Lace briefs, mesh trunks, jockstraps, and sheer pieces available in multiple colorways
• Flexible ordering: Mixed orders and flexible MOQs make it easy to test the category without over-committing
• Fabric quality: Four-way stretch mesh, soft lace, and breathable cotton blends chosen for comfort and durability
• Size range: S–XXL coverage with consistent grading across styles
• ODM/OEM services: Custom styles, hardware, and packaging for retailers building a private-label men's line
• Professional product photography: High-quality images ready for your e-commerce and marketing needs

The men's lingerie category is growing quietly—but it won't stay quiet for long. Let Ohyeah help you get in on the ground floor.