21 Emerging Underwear Brands to Follow (and Shop!) in 2026
Over the past few years, dozens of new underwear brands have entered the market, giving shoppers far more to choose from than just a few years ago. That being said, tracking them all down can feel like searching for a needle in a haystack, especially if you don’t know where to start. For that exact reason, we decided to round them up in one place.
Our 21 favorites include everything from buttery-soft cotton basics you’ll want to buy in every color to sheer lace sets, colorful mesh, and contemporary takes on classics like briefs, thongs, and bikinis. There are brands making underwear from natural fibers, labels rethinking size inclusivity, and founders like Brenda and Clara Liang’s Siren Basics or SUZI’s Devin Roberts proving that beautiful underwear doesn’t have to come from the same handful of names everyone already knows.
Each brand brings something exciting to the table, whether that’s innovative fabrics, a unique point of view, or underwear you’ll genuinely look forward to putting on. Read on to discover the 21 emerging underwear brands we think are worth knowing now.
1. Siren Basics
Brenda and Clara Liang’s Siren Basics has been worn by the likes of Britney Spears, Devon Lee Carlson, and Chloe Cherry, to name a few. The sister duo started the brand after struggling to find underwear that felt playful and beautiful but didn’t cost a fortune. So, in 2021, they created Siren Basics, and since then, the brand has seen a triumphant rise, especially among Gen Z.
2. Liniere Lingerie
“Liniere was born from a shared desire to create a brand dedicated entirely to lingerie — one that challenges conventional ideas of what lingerie can be,” founders Nicoline Borum Dalgaard and Maise Lützhøft Nielsen told Undies. Not only does the brand offer seriously pretty bridal lingerie, but their bras — made of materials like delicate silk and old-school lace — are genuinely swoon-worthy (and we don’t say that lightly).
3. THE CHEEK
Having collaborated with everyone from designer Katherine Plumb to brands like Tummy Ache and Beads by Edie, THE CHEEK is an underwear subscription brand built around collaborations with independent artists and creative labels. The limited-edition nature of each drop only makes the brand more exciting.
4. Lesh
Lesh wants you to say bye-bye to breast pads for good. Created by Kat Fellows, the brand currently sells leakproof nursing bras with various levels of absorption, along with postpartum briefs and boyshorts. Its founder also happens to be a mother of two, so she knows a thing or two about making the breastfeeding journey feel a little less stressful.
5. Huug
While many bra fitters and enthusiasts, ourselves included, would typically recommend air drying your intimates, Huug offers some of the best dryer-safe bras we’ve seen on the market. Instead of using foam padding and delicate construction that can struggle with heat, founder Jen Doll opted for bonded mesh. If you’re looking for a wire-free bra, Huug is your girl!
6. non provite
Sydney-based brand non private is another label that has separated itself from the pack with “soft, comfy, and minimal” loungewear, along with intimates that feel as good as they look. Across its intimates line, you’ll find a scoop bralette, triangle bra, and several undies in colors like lemon, chocolate, and cherry.
7. Cheeky Cherry
Period underwear doesn’t have to be purely practical, and it definitely doesn’t mean giving up style. Cheeky Cherry was started by sisters Sally and Megan Saleh after dealing with frustrations so many women know too well, from discharge ruining their undies to sweat showing through leggings. Of all the period underwear brands we’ve seen, Cheeky Cherry might offer some of the most variety in color and silhouette, with options ranging from thongs to boyshorts and boxers. The brand also makes a pretty good loungewear line, too.
8. Buttercup
Buttercup may be one of the larger names on our list, and for good reason. Its bras and bloomers are too good to pass up, thanks in part to their seriously pretty colors. The Los Angeles-born label was created by Clara de Pretis, who may just be one of our favorite underwear designers.
9. Uwila Warrior
Uwila is all about bringing out the warrior in all of us. The female-founded brand (to be fair, most of the brands on this list are) says its first layers are made to fit invisibly and comfortably around your curves. Fortunately, hundreds of rave reviews seem to agree. For anyone hoping to add something a little more fun to their underwear drawer, many of Uwila’s briefs and thongs come with embroidery and illustrations.
10. SUZI
Before we fell in love with SUZI’s designs, we fell in love with fashion designer Devin Roberts’ advice about why plastic-based undies aren’t it and why paying more for underwear doesn’t always mean better quality. After spending $10,000 to bring the brand to life, she debuted seamless thongs made from patented fabric. For that reason, we’re very excited to see what comes next from SUZI.
11. Cherri
Gabriella Scaringe’s Cherri was created with one very specific problem in mind: “lip slips.” After surveying thousands of women, she found that most underwear gussets were too small for women’s vulvas, which led her to design a better-fitting alternative. “This is a thong your coochie won’t hate you for wearing,” one of its product descriptions reads. Even better, the brand carries sizes XS through 4X.
12. Eleven Intimates
Australian-based label Eleven Intimates promises affordability while still prioritizing quality, and so far, the brand has lived up to it. You can choose from push-up, demi, plunge, wire-free bras, and more, with matching underwear to complete the set. Between the gorgeous colors and attention to detail, we wish our whole underwear drawer looked this good.
13. Boji
Boji brings a borrowed-from-the-boys feel to women’s underwear. Taking inspiration from men’s clothing, the Jihane Laoui-founded brand, designed in Paris, currently has a small but mighty lineup of intimates. Its signature boxers and matching bra come in black and sizes XS to XL. Hopefully, we see more colors in the future!
14. Verdant Intimates
How could anyone not feel sexy wearing Verdant intimates? The brand was started in 2023 by Eleanor Mooney and Michelle Bergmann, who “bring over a decade of experience working in luxury lingerie.” It’s worth mentioning that all of their pieces are hand-crafted in small batches, so expect a higher price tag than ou might be used to seeing from larger lingerie labels.
15. Syrup Underwear
Syrup Underwear describes itself as “comfy lingerie sustainably made in Australia from soft, vintage lace and remnant silks,” a name it has wholly lived up to since being founded by model Tegan Dermek in 2022. In addition to black and white, we’re loving how the label introduces playful colors through hand-dyed nylon lace, including its coveted Comfy Bralette.
16. LoveSuze
Like several other pioneers in today’s lingerie space, Suzanne Macbale worked as an executive at an underwear giant, Victoria’s Secret, before launching a brand of her own. LoveSuze’s undies are crafted with Flex-Sizing fabrics that stretch and adapt to your unique, ever-changing shape. They also come in an exciting slate of colors and designs. The Luxe-Stretch Lace Shortie might be our favorite!
17. epoché
There’s perhaps no better feeling than being able to mix and match your underwear, which epoché lets you do with an array of sets in sizes XS to S. Whether you love earthy neutrals or the thrill of wearing red briefs, there’s plenty to appreciate about Anna Khoma’s intimates label.
18. Cy Underwear
If you haven’t noticed by now, some of the best lingerie founders come in twos. Case in point: Carolyn and Sabrina, who started Cy Underwear with a focus on “certified non-toxic materials, intentional design, and ease you never have to think about.” Right now, you can choose between cheeky underwear, bikinis, and thongs in two different rises, but we’re hoping there’s plenty more to come.
19. Panty Promise
If you’re curious what happens when an underwear designer and gynecologist join forces, the result is Panty Promise. Founded by Jessica Krupa with guidance from Dr. Alyssa Dweck, the brand’s non-toxic seamless underwear is changing the way we shop for panties. Even better, each pair is made with four-way stretch and organic cotton.
20. Subtledays
Subtledays was made with peace of mind in mind. The active underwear line is moisture-wicking and made to move with you, which makes it a great option for women on the go. “Comfort in your activewear isn’t something you should gamble on,” the brand’s founder, Loz, says, and we wholeheartedly agree.
21. Mila Simona
Mila Simona is the brainchild of Camilla Felici, who, prior to launching the brand, worked in fashion marketing and public relations for several coveted names, including Bluebella. Mila Simona itself offers some seriously gorgeous undies, from the Femme Fatale Leather Bra to several ribbon-detailed bra sets.
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