Most lingerie influencer marketing advice stops at "work with micro-influencers" and "be authentic". We wanted to see what the biggest lingerie brands actually do, so we pulled the 50 most recent sponsored posts for each of the most-searched lingerie brands in the US and looked at who posted, how each deal was disclosed, and which posts took off.

Here's why lingerie brands work with creators, the commonalities in their strategy, and a step-by-step way to run your own campaign.

Why lingerie brands use influencer marketing

Creators do a few things for lingerie brands that ads and product pages can't:

• Shoppers want to see bodies like theirs. A bra or bodysuit looks different on every body, and followers trust a creator who shares their shape. 7 of Savage X Fenty's last 50 sponsored posts talk about body size and shape, like "Fat babes, this is the one".
• New moms need a creator who gets it. Pregnancy and postpartum change what people need from shapewear, and a mom creator can say so plainly. 8 of Shapermint's last 50 sponsored posts come from moms, including maternity shorts for a bump and shapewear for the months after birth.
• A first-order deal gets people to try a new fit. Switching underwear brands feels like a risk until the first pair is cheap. 8 of Savage X Fenty's last 50 sponsored posts push a member offer, like $6 briefs or 70% off a first order.
• A new bra needs an honest tester. Followers have heard "most comfortable bra ever" before, so they listen to someone who was hard to convince. 4 of Spanx's last 50 sponsored posts launch its new t-shirt bra, including one from a self-described "bra hater".

Top lingerie brands using influencer marketing

These are the most-searched lingerie brands in the US, according to Ahrefs. Deal types show how each post was disclosed (for example, with a paid partnership label or an ambassador hashtag). Creator tiers: micro 10k–50k followers, mid-tier 50k–500k, macro 500k+.

1. Victoria's Secret: lingerie as going-out wear

7 of Victoria's Secret's last 50 sponsored posts style its lingerie for a night out, often with its new Joyride collection, like a tiger mini dress worn with the matching bra. 11 posts tag a local account like Victoria's Secret UK or Mexico, mostly for its "Very Sexy" push. 26 of its creators are in the US, and none of the posts use a discount code.

• Creators: @staskaranikolaou (10.1M), @belluccia (219k) and @denise__duran (176k) are among the creators who've posted for Victoria's Secret.
• How posts were disclosed: 26 paid partnership, 14 ambassador, 5 gifted, 3 unspecified, 2 affiliate

What to take from it: Show followers how to wear lingerie outside the bedroom. @denise__duran styling the new Joyride collection as a going-out outfit got 317k plays and 12.1k likes, Victoria's Secret's second most-viewed post.

2. Savage X Fenty: creators selling its men's line

11 of Savage X Fenty's last 50 sponsored posts are aimed at men, from a streetwear creator who posted six times to "Fellas" pitches for its Homme boxer briefs. 29 captions carry #savagexambassador, and 18 of its 35 creators have under 50k followers. Its creators are based in the US (20), Germany (5) and the UK (4), and none of the posts use a discount code.

• Creators: @shawnfoxxtv (695k), @bradendaily_ (72k) and @clintcoley (216k) are among the creators who've posted for Savage X Fenty.
• How posts were disclosed: 34 paid partnership, 13 ambassador, 3 gifted

What to take from it: If you sell to men too, book creators who talk to men directly. @clintcoley's "Fellas" pitch for the Homme boxer briefs got 760k plays, more than three times his following and Savage X Fenty's most-viewed post.

3. Shapermint: its Walmart launch

10 of Shapermint's last 50 sponsored posts are about finding it at Walmart, as it reached stores in the US and Canada, and one more points to Belk. Creators shop the aisle, pick up a few pieces and style them, often under a spring or summer outfit. Its creators are based in the US (22), the UK (4) and Canada (3), and many share a personal discount code.

• Creators: @bonniewyrick (1.6M), @stacy.bowler (150k) and @jentherealfluencer (192k) are among the creators who've posted for Shapermint.
• How posts were disclosed: 44 paid partnership, 3 affiliate, 2 gifted, 1 ambassador

What to take from it: When you land a new retailer, send creators into the store to shop it. @jentherealfluencer announcing Shapermint at Walmart and styling the three pieces she picked up got 42.5k plays.

4. Spanx: everyday clothes from a shapewear brand

Only 14 of Spanx's last 50 sponsored posts are about bras, shapewear or swim. The rest sell its clothes, led by its new lightweight denim (10 posts) and AirEssentials sets (8), pitched as comfortable enough for school runs and errands. 39 captions carry #spanxpartner, 32 of its creators are in the US, and many share a code for a first order.

• Creators: @ashleeknichols (721k), @tallmomfinds (115k) and @annabdaly (645k) are among the creators who've posted for Spanx.
• How posts were disclosed: 44 paid partnership, 3 ambassador, 2 gifted, 1 affiliate

What to take from it: Let creators lead with the problem a piece solves. @annabdaly's "I usually hate the way shorts look on me… but not these" got 336k plays for Spanx.

5. MeUndies: seasonal prints and matching sets

9 of MeUndies' last 50 sponsored posts push a seasonal print or matching set, from Valentine's Day reds to matching green prints for St. Patrick's Day. 15 posts share the same code, PARTNER, instead of a personal one. 20 of its 36 creators have under 50k followers, and all 33 with a listed location are in the US.

• Creators: @thisredheadissfw (774k), @vamp (307k) and @janieippolito (1.1M) are among the creators who've posted for MeUndies.
• How posts were disclosed: 39 paid partnership, 5 affiliate, 2 ambassador, 2 gifted, 2 unspecified

What to take from it: Give creators a holiday to post around. @janieippolito's "Matching pairs" post for St. Patrick's Day got 612k plays, MeUndies' most-viewed post.

What the top lingerie brands have in common

Looking across all 250 posts, four patterns stand out:

• They mostly pay per post. 187 of the 250 posts (75%) were disclosed as paid partnerships, and 33 as ambassador posts.
• Smaller creators get more out of their audience. Across 180 posts with visible likes, creators under 50k followers got a median of 2.3% of their followers liking the post. For creators above 50k, it was 0.5%.
• Three of the five lean on codes. MeUndies, Shapermint and Spanx put a discount code in 23, 18 and 15 of their posts. Victoria's Secret and Savage X Fenty used none.
• Views don't follow follower count. A Victoria's Secret push-up bra post from a creator with 9k followers got 115k plays, and a Savage X Fenty post from a creator with 16k got 58k.

How to run a lingerie influencer marketing campaign

Here's how to run a campaign step by step, using what the top lingerie brands do at each stage.

1. Pick one goal and one metric

Decide what the campaign is for before you pick a single creator, because the goal changes who you book, how you pay them and what you ask them to post. The top lingerie brands' posts show both goals at work. MeUndies' shared PARTNER code and Shapermint's Walmart posts are built to drive sales that week. Victoria's Secret's Joyride launch and Savage X Fenty's men's push are built for reach.

• Sales: track revenue per creator with a unique link and code.
• Awareness: track views, saves and reach per post.
• Repeat purchase rate: once someone finds a bra or underwear that fits, they buy it again, so track how many of each creator's customers come back for a second order.

Pick one metric per campaign so you can compare creators fairly afterwards.

2. Find and vet creators who fit your brand

Follower count is the last thing to filter on. A creator with 35k followers who tags her posts #plussizestyle got 121k plays sharing MeUndies' Valentine's collection, more than three times her following. Across all five brands, creators under 50k followers got nearly five times the likes relative to their audience.

Our survey found niche micro-creators are outperforming mega-influencers: nearly 60% of marketers said niche influencers performed better in 2025 than in 2024.

• Write down who buys your product (new moms, plus-size shoppers, brides, men buying for themselves) and look for creators living that life.
• Search Modash's database of 380M+ creators and filter by audience demographics (age, gender, location), bio keywords, engagement rate and fake-follower checks.
• Or describe that creator in plain language, like "plus-size creators who post lingerie try-ons", and Modash's AI creator search surfaces matching creators on the platform you're searching.

• Check who else they've posted for. @rachelkgrim posted for Savage X Fenty, and for Adore Me and Knix too. Modash shows which brands a creator has already posted sponsored content for.

You can also find lingerie influencers for free, for example by searching the hashtags your buyers follow.

3. Choose the deal type

Most lingerie posts were disclosed as paid partnerships: 44 each for Shapermint and Spanx. Victoria's Secret and Savage X Fenty also run ambassador programs, with 14 and 13 ambassador posts.

• Gifting works for new fits creators will want to try on camera, like the 5 gifted posts in Victoria's Secret's mix.
• Paid posts suit launches and dates that can't move, like Valentine's Day or a new collection drop.
• Affiliate works for basics people buy again and again, like underwear, bralettes and shapewear shorts.
• Ambassador deals suit creators who will post through every drop, like Savage X Fenty's ambassadors.

Commission-only is getting harder to sell, though. Over 23% of marketers in our survey said creators would take performance pay only if a flat fee came with it. If you run tiers, the average commission tiers in our affiliate research were 10%, 14% and 19%, and brands with more than one tier had more active affiliates.

4. Brief the content formats that work in lingerie

The captions from the top lingerie brands point to three formats that carry most of their creator content:

• What's underneath. Shapermint's creators show the shapewear under a real outfit, like a creator with 1.0M followers who said it was "that extra step I needed for this dress" (277k plays). Ask creators to show the outfit with and without it.
• Hauls and try-ons. Victoria's Secret's and Spanx's creators unbox an order and try on each piece, often with sizing notes like "I'm wearing a 34D". Ask creators to say what size they took and how it fits.
• Confidence talk. Savage X Fenty's creators pair the product with a message about their body, like "your soft tummy is actually really cute". Let creators say it in their own words, not a script.

Whatever the format, give creators one hashtag to use every time, like #vspartner or #spanxpartner, and ask them to share their size.

5. Launch with tracked links and time-limited codes

56 of the 250 posts include a code, often a first-order offer like 15% off with free shipping, or MeUndies' shared code. Victoria's Secret skips codes and sends followers to LTK instead (10 posts).

Codes also leak. In our affiliate marketing research, 47.6% of marketers said they struggle with code poaching, where a creator's code ends up on coupon sites.

• Give every creator a tracked link for everyday posts, and add a code only for launches and sales.
• Put an end date in the caption so followers know the offer won't last.
• If creators use "comment for the link", make sure the link they send by DM is their tracked link.

In Modash, each creator gets a tracked link and a code tied to your Shopify data, so sales from DMs, bios and stories all count toward the right person. Commission is calculated on net revenue after refunds and returns.

6. Rebook your best creators

The top lingerie brands rebook more than most: 35 of their 200 creators posted more than once, and MeUndies' @thisredheadissfw posted five times. That matters in lingerie, where followers want to see a creator keep wearing the same bra or underwear before they believe it's comfortable.

Most marketers want to do more of this. In our influencer marketing trends survey, over 60% said they plan to invest more in long-term partnerships, but only 54% actually ran more of them last year.

• Start new creators on a single post, then offer a longer deal to the ones who hit your metric from step 1.
• Use revenue per creator, not likes, to decide who gets rebooked. Modash's campaign dashboard shows revenue, orders and ROAS for each creator.
• Give rebooked creators something new each time, like a new print, a holiday drop or a new fit to test, so their posts don't repeat.

Where lingerie creator programs go wrong

The top brands avoid a few mistakes that trip up smaller programs:

• Booking creators who all wear the same size. If every creator wears a small, followers in other sizes can't tell how a bra will fit them. Book creators across sizes and body types, and ask each one to share what size they're wearing.
• Offering commission-only deals to established creators. In our survey, 63% of marketers said influencers were open to becoming affiliates in 2024. In 2025 that fell to 26%. When you reach out to established creators, offer a flat fee plus commission rather than commission alone.
• Running the affiliate program on autopilot. In our affiliate research, marketers who were "very involved" with their affiliates had 71.5% of them active. "Very hands-off" marketers had 10%. Affiliates post when you give them a reason to, so check in every month with something new to share. For lingerie, that could be a new print, a holiday drop like Valentine's Day, or a new bra fit to test.
• Sending affiliates old product. 93% of marketers gift products to affiliates, but almost 30% don't refresh them when something new launches. Send every new print or fit to your creators before it launches.
• Planning to boost posts without checking ad rules. Lingerie content is more likely to be restricted when you run it as a paid ad. If you plan to boost creator posts, check the platform's ad policies before you brief, and ask creators for a version that meets them.

FAQ

How much does lingerie influencer marketing cost?

It depends on platform, following and engagement. Micro-influencers often work for free product plus a fee in the low hundreds per post, or an affiliate commission. Larger creators charge more. Many brands start with gifting plus commission to test fit before committing to flat fees. To estimate what a specific creator is likely to charge, drop their handle into our free Instagram influencer pricing calculator.

Which platform is best for lingerie influencer marketing?

Instagram carries most lingerie creator work, and every sponsored post we analyzed for the five most-searched lingerie brands ran there. TikTok is worth testing too: in our survey, marketers rated TikTok videos the highest-performing deliverable (53.2%).

Which lingerie brands use influencer marketing?

Victoria's Secret, Savage X Fenty, Shapermint, Spanx and MeUndies are the most-searched lingerie brands in the US, and all of them run active creator programs. See the breakdown above for who each one works with.

Should lingerie brands work with micro or macro influencers?

It depends on your goal. A launch chasing awareness leans bigger, a conversion play leans smaller and more trusted. In the lingerie posts we analyzed, creators under 50k followers got nearly five times the likes relative to their audience size, so most brands should build their base with micro-influencers (10k–50k followers) and add bigger names for launches.

How do I measure lingerie influencer marketing?

Track sales per creator with unique links and codes, then compare revenue against what you paid (fees, product and commission). Our engagement rate calculator and fake follower checker help you vet creators before you spend, and our guide to influencer marketing ROI covers the full calculation.

Start your lingerie creator program

Find creators, manage relationships, pay them in 180+ countries and 36 currencies, and track every sale through Shopify – all in one place, with no fees taken out of creators' pay. Try Modash free, no credit card required – or browse the top lingerie influencers to see who's already out there.