A new study just in time for Valentine’s Day has revealed that one in eight (12%) women have never treated themselves to lingerie, and for almost two-fifths, it’s been more than a year since they last treated themselves to a lingerie set.
This Valentine’s Day, retailer Next wants to reinforce the importance of treating yourself through small acts of self-love, whether you’re in a romantic relationship or not.
To help achieve this, the team at Next have partnered with processed mind specialist, Sinead Doohan, who has offered her advice to help women uncover their inner confidence and embrace self-love this Valentine’s Day.
The power our lingerie can have on our self-confidence is often underestimated, Sinead explains,
“Lingerie is more than just clothing; it’s a symbol of self-care, power, and femininity. Wearing something beautiful underneath your everyday clothes, even if no one else sees it, can give you a secret boost of confidence and help you feel more connected to yourself.”
Next’s study revealed that the majority of women (63%) enjoy buying lingerie for themselves with almost three in five (58%) admitting they feel empowered when doing so – Sinead explains why this is,
“Treating yourself to lingerie empowers you, signalling that you are worth investing in. It’s a reminder that you don’t need validation from others to feel desirable and confident. While receiving lingerie as a gift can be affirming, the confidence gained from self-gifting is deeper and more lasting, as it comes from valuing yourself first.
“Valentine’s Day is a celebration primarily focused around couples but it shouldn’t be overlooked that it is also a great opportunity to focus on your relationship with yourself and a time to celebrate your uniqueness and worth. Confidence is rooted in self-love, authenticity, and recognising your worth, not conforming to others’ expectations.”
What style of lingerie makes women feel most confident?
When it comes to the types of lingerie that make women feel most confident, Next’s study found that the knicker style favoured by most (30%) women for boosting confidence were full briefs, followed by high leg (17%) and high waist (16%). Proving that women prefer more coverage rather than more revealing styles like thongs (14%), bikini style (12%) and Brazilian (9%).
The nation’s strong preference for comfy loungewear underwear styles was further solidified by those who cited styles like women’s boxer shorts as making them feel most confident.
In contrast to this trend, when it came to bras nearly a third of women (29%) felt most confident in a push-up bra rather than an everyday choice like a balcony (16%) or wired bra (23%), or a more relaxed option like a bralette (17%) or sports bra (12%).
According to Sinead, women’s preferences for fuller briefs and push-up bras reveals the complexity of confidence, proving it is a blend of comfort and self-expression,
“Confidence often stems from feeling secure and comfortable, which fuller briefs provide. They offer better coverage, comfort, and practicality. By feeling physically comfortable, women are empowered to feel more confident. This highlights the importance of the mind-body connection: what we think influences how we feel, and how we feel shapes what we do, creating a positive loop of confidence.
“On the other hand, push-up bras represent a different aspect of confidence. The desire to enhance and highlight certain features. This choice may reflect a woman’s inclination to celebrate her femininity and express empowerment through subtle enhancements. From an emotional perspective, it could tie back to how lingerie can be a tool for self-affirmation and historically, the innate drive to attract attention, including male attention. When chosen for oneself, however, it becomes a symbol of self-worth rather than external validation.”
“Ultimately, these preferences illustrate the balance women seek between feeling comfortable in their own skin and embracing their femininity on their own terms. Each choice reflects a different facet of confidence, one rooted in comfort and ease, and the other in self-expression and empowerment.”
Ahead of Valentine’s Day, women were also asked what colour lingerie made them feel most confident. Although red is a colour typically associated with the occasion, Next found that most women (58%) feel their most confident selves when wearing black lingerie.
“Black is a timeless, classic colour that doesn’t overly stand out, aligning with our innate need for belonging and safety. At the same time, black also symbolises power and sophistication, helping women feel their most confident. When we feel safe, we naturally exude confidence. If black lingerie helps a woman feel strong, grounded, and comfortable in her own skin, that authenticity becomes the source of her radiating confidence.”
According to Sinead, these results show that “we should be highlighting the importance of reframing limiting beliefs, embracing emotional self-awareness, and celebrating our bodies in ways that feel authentic and empowering. It’s less about conforming to societal expectations and more about tuning into what makes us feel confident, comfortable, and strong in our own skin.
Sinead’s 4 tips to help you build inner confidence and embrace body positivity this Valentine’s Day,
- Embrace inner acceptance
“True confidence comes from cultivating self-worth. Recognise that the beliefs you hold about yourself shape what you attract into your life. If you don’t love yourself or believe you’re worthy, you may unconsciously invite experiences that reflect those beliefs. To build inner acceptance practice gratitude for your body and surround yourself with people who affirm your worth.”
- Cultivate emotional self-awareness
“Body confidence grows when you understand your emotional triggers and how they influence your perception of your body. Instead of avoiding these feelings, challenge and reframe them. Wearing lingerie can be empowering when it comes from a place of self-love and self-acceptance.”
- Prioritise acts of self-love
“Small, intentional acts of self-love and self-care can have transformative effects. One such act is buying yourself beautiful lingerie, not for anyone else, but for yourself. Lingerie serves as a physical reminder of your worth, enhancing your connection to your body.
- Create space for self-celebration
“Celebrate yourself with rituals that nurture your confidence and self-worth. Whether through self-care, writing love letters to yourself, or reflecting on your growth, these acts remind you that you are worthy of love, joy, and celebration.
“Building confidence in relationships starts with strengthening your connection to yourself. To help you break free from limiting beliefs and build confidence. By shifting limiting beliefs, deepening emotional self-awareness, and embracing inner acceptance, you can break free from cycles of self-doubt and open the door to lasting love in your life. Embracing self-love will not only transform your relationship with yourself but also enhance how you connect with others.”
For more Valentine’s Day inspiration and to shop lingerie styles, visit the NEXT website.
