Your Ultimate Guide On Where to Buy Lingerie

Get ready for Valentine's Day 2022 with naughty, affordable, and practical designs from brands like Bluebella, Adore Me, and Cuups.
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Sex toys may steam up the bedroom, but they're nothing compared to lingerie when you want to boost your confidence. The intimate apparel helps channel your inner badass — and it doesn't have to be a lacey Teddy or barely-there mesh thong that makes you feel sexy. Naughty lingerie is just one option when it comes to exploring your bedroom style, and finding where to buy lingerie all comes down to your personal preferences. 

Minimalist shoppers that prefer more versatile intimates should opt for brands like Cuups, which make everyday essentials with a sexy finish. If you prefer something super provocative for special occasions, go with companies like Bluebella and Gooseberry Intimates. Their slightly pricier offerings lean towards extravagance with delicate silks and innovative shapes. (Related: The Best Slippers and House Shoes)

Anyone seeking regular deliveries of scandalous silhouettes to more frequently spice things up should go with membership-based brands like Adore Me or Savage X Fenty. Otherwise, opt for classic retailers like Amazon, Nordstrom, and Target, which offer affordable lingerie options and don't limit shoppers' purchases to just bras, babydoll dresses, or teddies. 

All in all, there are tons of options for where to buy lingerie. Factor in your personal style and budget, and it should be easier than conquering a new sex position. And if you're still struggling to pick the best place to shop ahead of Valentine's Day 2022, read on for Shape's curated list of the best lingerie brands — and spend more time between the sheets.

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Credit: Amazon


Buy It, from $12

The online marketplace has a reputation for offering anything your heart desires — and cute lingerie is no exception. Not only will you find luxury brands like La Perla on the site, but it's also stocked with tons of affordable options like this chic piece. The embroidered mesh bodysuit comes in 25 colorways and sizes XS to 4X. Bonus: It's less than $25.

Credit: Lovehoney


Buy It, $25 (was $55)

Upgrade your next vibrator purchase with a piece from Lovehoney's lineup of lingerie. The sexual wellness brand delivers on affordable yet stylish designs, and it even offers extended sizing on more than 500 items, including this corset. Plus, regular discounts guarantee you can walk away with a full look for less than $50. (Related: Spend Valentine's Day In Bed with This 'Mind-Blowing' Mini Vibrator)

Credit: Adore Me

Adore Me

Buy It, $50

Join the VIP membership at Adore Me to get a new piece of lingerie delivered to your door every month for $40. Along with access to exclusive sales, the membership saves you $10 off every style. When your undergarment drawer gets too full, you can always skip a month of deliveries. Another option is forgoing the membership altogether and purchasing items at full price, like this plunging bodysuit that also comes in plus sizes.

Credit: Cuup


Buy It, $68

Minimalism reigns supreme at Cuups, where it's all about clean lines and a superb fit. The brand redefines sexy as simple with balconette and plunge bras made with supportive yet sheer mesh. Plus, Cuups offers free virtual fittings to help you find the correct size before your splurge — just be sure to book your appointment ASAP to secure an option before Valentine's Day. Try this two-tone design from the brand's seasonal collection, which embodies French-girl chic meets light BDSM.

Credit: Bluebella


Buy It, $84

British brand Bluebella delivers on provocative lingerie that's bound to make you feel like a sexy spy in a box-office hit. The best-sellers range from pretty lace bras to bondage-inspired bodysuits with stunning silhouettes. FYI, the sets are slightly pricier than others on the list with most pieces sold individually. You'll likely pay around $100 for the final look — like with this cage-effect bodycon and thong set— but who can blame you with items this chic?

Credit: Nordstrom


Buy It, $48 (was $60)

Shop multiple brands in one curated space in Nordstrom's lingerie section. The streamlined selection brings together underwear from Hanky Panky, supportive bras from Chantelle Lingerie, and silky nightgowns from In Bloom by Jonquil. Of course, it's not all prim and proper thanks to naughtier picks like this babydoll chemise and thong set. 

Credit: Free People

Free People

Buy It, $75

It's a little known fact that Free People's Bohemian babe style extends to an entire collection of intimates. The playful pieces jump between lace, frill, and mesh for a care-free look that exudes an "I didn't even try" energy. Most pieces are sold individually, so you'll have to spend a little extra time hunting down the perfect match — but the final get-up is worth it. Pro Tip: Save time by skipping straight to this playful triangle bra and ruffled briefs set.

Credit: Gooseberry

Gooseberry Intimates

Buy It, $52 (was $65)

Gooseberry Intimates made a name for itself with sexy one-piece suits beloved by celebs such as Khloé Kardashian and Jennifer Lopez, yet the brand's must-have styles go way beyond swim. From dainty designs to barely-there bras, the lingerie selection offers a wide variety of chic styles with most bras priced around $75. Also nice: A majority of tops have matching underwear available for about $30, like the Frou Frou thong designed to be paired with the Frou Frou bra.

Credit: Asos


Buy It, $48

Whether you need to stock up for your honeymoon or meet-up with your LDR partner, the extensive collection of bras, underwear, bustiers, and nightgowns at Asos has you covered. The site is harder to navigate for lingerie than other online marketplaces, but it makes a successful hunt all that more satisfying. On the list: A naughty leather lingerie set.

lingerie embroidered garter floral light pink
Credit: Victoria's Secret

Victoria's Secret

Buy It, $40 (was $59)

The old Victoria's Secret can't come to the phone right now? Oh, because it's dead. After a major rebranding in 2021 — which included ending the Angels lineup — V.S. is back with a focus on real people and body positivity, as well as collaborations with designer brands such as For Love and Lemons. (Peak this adorable garter set.) But there's still a long way to go; the brand's largest size is an XXL.

lingerie babydoll dress lightly lined
Credit: Target


Buy It, $22

Don't count out Target when it comes to beautiful lingerie. The in-house intimates brand Auden delivers undeniably sexy pieces that won't break the brank, as well as practical bras and underwear for standard wear. Change up your night routine by slipping into this $22 babydoll dress; it's made with spandex, so you won't feel restricted while you sleep… or during other activities.

lingerie balconette bra embroidered
Credit: Fleur de Mal

Fleur de Mal

Buy It, $178

If you consider lingerie an investment piece, then take your credit card details straight to Fleur de Mal. Translated to "the flowers of evil," its delicate designs are made for everyday wear and  put T-shirt bras to shame. Take this embroidered balconette for example, which makes you wish wearing a top in public was optional.

Credit: Savage X Fenty

Savage X Fenty

Buy It, $100

You've probably seen ads for Rhianna's line of inclusive lingerie all over the Internet, and there's a good reason why. It regularly drops new items to keep your underwear drawer feeling fresh and frisky. While you can shop items individually, they're much cheaper when you join the brand's VIP membership, which costs $50 a month and lets you save up to 25 percent off full-priced items. For example, this popular lace corset is only $40 for VIPs, while regular shoppers will pay nearly $100.

Credit: Vera

Love Vera

Buy It, $130

Black-owned lingerie brand Love Vera delivers beautiful, quality goods released seasonally. While the Nude Shop is a great place to start for both lacey intimates and buttery soft basics, the just-launched V-Day collection should be your current go-to. The limited release line has everything you need to make Cupid jealous, like this three-piece garter set embroidered with hearts.