30 Underwear Brands Everyone’s Secretly Obsessed With

Let’s be real: Good underwear is like a good friend. Supportive, flattering, and never riding up when things get rough.

Whether you’re building your dream drawer or just curious what all the TikTok hype is about, we rounded up the underwear brands everyone’s secretly obsessed with.

Some are cute, some are comfy, some are straight-up life-changing. Here’s what’s living rent-free in everyone’s top drawer:

1. Skims

The vibe: Viral, sculpting, somehow sexy and cozy at the same time

Everyone from influencers to your cousin’s best friend is low-key addicted to Skims. Kim K knew what she was doing—these undies don’t just look good, they feel like a second skin. Bonus points for their inclusive sizing and surprisingly wearable basics.

2. Parade

The vibe: Gen Z cool, eco-conscious, loud in the best way

Parade’s undies are like if your favorite thrifted tee turned into underwear. Bold colors, sustainable fabrics, and a refreshingly unfiltered approach to body positivity. Don’t sleep on their mesh styles or seasonal drops—they sell out fast.

3. CUUP

The vibe: Minimalist, modern, made for grown-up taste

If you’ve aged out of lace everything but still want to feel 🔥, CUUP is your new go-to. Known for bras that actually fit, their underwear is sleek, simple, and shockingly comfortable. The mesh briefs? Chef’s kiss.

4. Hanky Panky

The vibe: Cult-classic, soft lace, zero wedgies

The original “one-size-fits-all” lace thong has been holding it down for decades. Turns out, the hype is real. These look delicate but wear like a dream—no seams, no digging, and weirdly addictive once you try them.

5. Savage X Fenty

The vibe: Bold, inclusive, Rihanna-approved

Rihanna didn’t just launch a lingerie line—she started a movement. Savage X Fenty makes you feel like the main character, whether you’re wearing lace, mesh, or cotton. Inclusive sizing, wild drops, and unapologetic energy. Period.

6. Negative Underwear

The vibe: Luxe minimalism, barely-there beauty

This brand is for people who hate most underwear. No wires, no frills—just buttery basics made for people who want to feel great without thinking about it. Expensive? Yes. Worth it? Also yes.

7. ThirdLove

The vibe: Fit-focused, everyday reliable, a crowd favorite for a reason

If you’ve ever struggled to find your actual size, ThirdLove is here to rescue you. With half sizes and a detailed quiz that somehow reads your soul, it’s become a go-to for no-fuss comfort with a tailored touch.

8. Knickey

The vibe: Clean girl energy, organic cotton, no toxins

For the girls who want their underwear drawer to match their green juice. Knickey is all about GOTS-certified organic cotton, neutral tones, and a clean aesthetic that still feels cool.

9. MeUndies

The vibe: Quirky, cozy, subscription-friendly

Looking for underwear that’s soft and a little silly? MeUndies drops limited-edition prints that make getting dressed weirdly fun. Plus, their matching sets are couple-core gold.

10. Pact

The vibe: Ethical basics, cotton-first, under-the-radar good

If your vibe is comfort + climate-consciousness, Pact delivers. Their cotton underwear feels like your favorite worn-in tee—in the best way—and they’re doing the work on fair trade and sustainability, too.

11. Huha

The vibe: Wellness-core, science-y softness, TikTok certified

Huha makes mineral-infused underwear that’s actually good for your skin. Think zinc-lined, breathable, and designed to reduce irritation. It’s giving: “I listen to health podcasts and drink water out of glass.”

12. Bombas

The vibe: Sock royalty turned undie MVP

Known for their cult socks, Bombas slid into the underwear game with the same cozy, feel-good mission. Every purchase gives back, and the fabric? Stretchy, breathable, and made for real bodies on the go.

13. Lounge

The vibe: UK baddie, laid-back sexy, soft and sultry

If you want to feel like that girl at home and on IG, Lounge has you covered. Their matching sets are Insta-famous for a reason: flattering AF and surprisingly wearable—even on lazy days.

14. Quince

The vibe: Affordable luxury, grown-up comfort, timeless vibes

Quince is proof that quality doesn’t need to cost a ton. Their silk, organic cotton, and stretch blends look luxe but come at Target-ish prices. Your capsule wardrobe just found its underwear soulmate.

15. Comfrt

The vibe: Gender-free, buttery soft, no rules

Comfrt throws the gender binary out the window and replaces it with ultra-soft bamboo basics that anyone can wear. Inclusive sizing, no itchy tags, and a total chill vibe.

16. Q for Quinn

The vibe: Soft and sustainable for every body—kids included

Originally made for kids, Q for Quinn now makes grown-up undies that are gentle on skin and planet-friendly. Think toxin-free, OEKO-TEX® certified, and minimalist in the cutest way.

17. Universal Standard

The vibe: Ultra-inclusive, chic basics, sizes 00–40

Universal Standard makes elevated essentials for literally everyone. Their underwear is thoughtfully cut, comfy, and built to last. This is what true size inclusivity looks like.

18. Step One USA

The vibe: Anti-chafe, anti-ride, pro-comfort

Made for movement (and sweat), Step One makes moisture-wicking, friction-free boxer briefs that guys swear by. Bonus: they're sustainably made and weirdly soft for something so technical.

10. Bonds USA

The vibe: Aussie classic, comfy-cute prints, Gen Z approved

Bonds is an Aussie staple that’s finally catching on in the U.S. Think: sporty, colorful, and ridiculously comfortable. Their stretchy cotton makes them a loungewear hero.

20. David Archy

The vibe: Men’s essential, sleek fit, surprisingly bougie

Your guy’s underwear drawer probably needs an upgrade—David Archy delivers with premium-feeling boxer briefs that are breathable, contour-friendly, and sleek without trying too hard.

21. Underoutfit

The vibe: Shaping meets lounging, with serious stretch

If you like the idea of shapewear but hate the squeeze, Underoutfit strikes the perfect balance. These pieces smooth, stretch, and support—without the “can’t breathe” energy.

22. Lululemon

The vibe: Athleisure icon, barely-there fit, yoga-approved

It’s not just for leggings. Lululemon’s underwear is lightweight, no-show, and made to move. Perfect for workouts or just pretending you did one.

23. Etam

The vibe: French-girl sexy, subtle details, trés chic

Straight from Paris, Etam brings European flair to everyday intimates. Their lacy bralettes and cheeky cuts are elegant without trying too hard—just like your favorite French movie.

24. Paka Apparel

The vibe: Alpaca-soft, ethically sourced, Andes-approved

Yes, it’s made from alpaca fiber. And yes, it’s unbelievably soft. Paka is comfy, sustainable, and rooted in fair trade—think cozy-core meets eco-warrior.

25. Better Me

The vibe: Shapewear lite, TikTok-trendy, real results

This brand blew up for a reason: their high-waist undies and bodysuits are comfy, flattering, and built to snatch without suffocating. Viral for a reason.

26. Pepper

The vibe: Small-chest empowerment, no-gap magic

Made for small busts, Pepper also offers a lineup of underwear that matches the same “finally, it fits” energy. Great for folks who want undies and bras that don’t assume one size fits all.

27. PSD

The vibe: Loud, bold, unapologetically cool

PSD brings streetwear energy to underwear. Graphic prints, athlete collabs, and a total vibe for people who want their underwear to be just as fun as their outfits.

28. Organic Basics

The vibe: Danish minimalism, sustainability first, cool and clean

If your aesthetic is Scandinavian-chic and you recycle religiously, Organic Basics is your dream brand. Ethically made, clean designs, and a carbon-neutral mission.

29. Bare Necessities

The vibe: Multi-brand heaven, every fit under the sun

Technically a retailer, not a brand—but worth the mention. Bare Necessities carries everything, with expert fit guides and hard-to-find sizes. One-stop-shop gold.

30. Subset

The vibe: Understated, sustainable, and ridiculously soft

Formerly known as Knickey’s cool cousin, Subset is all about low-impact, high-comfort basics. Organic cotton, neutral tones, and a “don’t overthink it” vibe.

Whether you’re team thong or team full-coverage-for-life, your undies deserve an upgrade. Start with one pair and see what the hype’s about.