Top 10 lingerie brands in the UK on Instagram

In 2026, Instagram confirmed its central role for lingerie brands in the United Kingdom, in a landscape where international icons, DNVB with a strong community affinity and more confidential labels coexist. Victoria's Secret largely dominates the ranking with £4.9 million in EMV, driven by a large network of influencers and a continued strong presence on the British market. SKIMS came in second place (£3.6m), confirming its ability to generate both volume and attractiveness thanks to a massive activation of creators, while Chelsea Peers completed the podium with £2.6m, illustrating the rise of local brands that are very connected to their communities. Behind, Calzedonia (£1.1 million) and Boux Avenue (£1.1 million) show similar performances, combining established reputation and regular influence strategies, at the same level as Love Stories, whose high EMV is concentrated on a very limited number of creators. Ann Summers, Scamp & Dude and Cupshe occupy the middle of the rankings with more moderate but consistent volumes, while YSE closes the Top 10, driven by targeted and affinity-based activations. This ranking highlights a British lingerie market structured around global leaders, while leaving room for brands with a strong identity, capable of performing on Instagram thanks to well-calibrated influence strategies.