Women Over 45 Are Redefining the Lingerie Consumption Structure

From lingerie designed for young girls to “girlish” marketing, from size-free concepts to social media-driven campaigns, most brand narratives today revolve around younger consumers.

However, while the industry continues to emphasize youthfulness, a much larger and more stable consumer group has long remained underrepresented.

In Europe, this group is referred to as “Queenagers”—a term coined by British journalist Eleanor Mills to describe women over 45 who are active, confident, and economically influential.

They are neither “young consumers” in the traditional sense, nor are they willing to be defined as “elderly.” Instead, they are redefining midlife with a mindset that is mature, independent, and continuously evolving.

In China, although the term “Queenagers” is not yet widely adopted, a similar demographic clearly exists and is driving a quiet but significant shift in consumption patterns. We may refer to them as the “New Mature Generation.”

01 The Overlooked Core Consumer Group

China’s “new mature generation” generally falls between the ages of 45 and 65.

They grew up during a period of rapid economic growth and social transformation, experiencing consumption upgrades, the widespread adoption of the internet, and the continuous rise of female self-awareness. Compared to previous generations, they tend to have more stable incomes, more open aesthetic perspectives, and a stronger awareness of their personal needs.

From a demographic perspective, this group is substantial. With increasing life expectancy and improved health conditions, the number of women over 45 continues to grow, and their purchasing power is expected to remain strong for years to come.

Compared to younger consumers, their behavior is often more rational. They may purchase less frequently, but they are more deliberate in decision-making and more willing to pay a premium for products that genuinely meet their needs.

For brands, this represents a fundamentally different market logic. For the new mature generation, brand trust, product quality, and long-term wearing experience often outweigh short-term trends or traffic-driven appeal.

02 Three Emerging Signals in the Chinese Market

Looking at the Chinese market, several clear signals of change are beginning to emerge.

1. Consumption is Shifting with Demographics

As the population of women aged 45 and above continues to grow, this group is becoming an increasingly important driver across multiple consumption sectors. Compared to the highly volatile younger market, their purchasing behavior is more stable, making them a key component of future market structure.

2. From “Family-Oriented” to “Self-Care” Consumption

For many years, middle-aged women’s spending in China was largely centered around family needs. However, as children become independent and lifestyles stabilize, more women are redirecting attention toward themselves—focusing on health, comfort, and quality of life.

As a result, categories such as lingerie, loungewear, and health-oriented intimate apparel are seeing renewed interest from this demographic.

3. Brands Are Beginning to Reassess This Segment

In recent years, some Chinese lingerie brands have started adjusting their product strategies—introducing more wire-free collections, improving support structures, enhancing fabric comfort, and prioritizing real wearing experiences.

Although these changes are still at an early stage, they signal a clear shift: the needs of mature women are moving from being overlooked to being actively re-evaluated.

03 A Structural Shift in Lingerie Demand

The rise of the new mature generation represents not just a demographic shift, but a transformation in consumer values.

In the past, lingerie for women over 45 was often reduced to purely functional purposes—shaping, adjusting, or modifying the body. Today, however, more women are rejecting this narrow definition.

They seek lingerie that respects the natural changes of the body over time, provides genuine comfort and support, and achieves a balance between practicality and aesthetics.

As a result, features such as wire-free construction, soft and skin-friendly fabrics, stable yet non-restrictive support, and designs that integrate both function and beauty are becoming increasingly important.

In this context, lingerie is no longer merely a tool for shaping the body—it becomes a product that accompanies the body throughout different life stages.

04 From “Sex Symbol” to “Body Relationship”

As women aged 45, 55, and even 60 are increasingly represented in visual culture and brand storytelling, lingerie is evolving beyond a symbol of youthful sensuality.

It is becoming a medium for expressing self-identity, body awareness, and mature beauty.

This shift raises a fundamental question for the industry:
At what age are women still allowed to be seen as beautiful?

As brands begin to embrace more diverse representations of age, lingerie moves beyond a single aesthetic standard and becomes a more inclusive cultural expression.

Importantly, the consumption mindset of the new mature generation does not suddenly change after 65. Instead, they are proactively shaping consumption habits for the next stage of life—placing greater emphasis on health, comfort, product quality, and long-term value.

From this perspective, women over 45 are not only current consumers, but also key contributors to the future “silver economy.”

05 An Emerging Industry Opportunity

For the lingerie and intimate apparel industry, the new mature generation is not a niche segment—it is a growth opportunity that has yet to be fully explored.

The real challenge lies not simply in adjusting sizes or styles, but in redefining the relationship between products and the body:

• How can brands balance comfort, health, and beauty?

• How can products reflect the real lives of women across different life stages?

When the industry begins to seriously address these questions, lingerie will no longer be just a fashion category—it will become a meaningful part of women’s body narratives.

Looking ahead, the new mature generation may well become a defining force in the next phase of transformation for the lingerie industry.

*Image source: Interfilière, Lululemon official Weibo