With Valentine’s Day fast approaching, a new study has revealed that one in eight women have never treated themselves to lingerie, potentially missing out on a confidence boost that goes beyond aesthetics. The findings, commissioned by Next, coincide with a campaign urging women to embrace self-love, regardless of their relationship status.

To support this initiative, Next has partnered with processed mind specialist Sinead Doohan, who explains that lingerie plays a key role in self-perception and empowerment.

“Lingerie is more than just clothing; it’s a symbol of self-care, power, and femininity,” Doohan says. “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.”

The study found that while 63% of women enjoy buying lingerie for themselves, nearly 40% have not done so in over a year. Among those who do indulge, 58% report feeling empowered by the act of purchasing lingerie for themselves. According to Doohan, this stems from a deeper psychological impact.

“Treating yourself to lingerie is a form of self-investment,” she says. “It reinforces the idea that you are worth prioritising. 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.”

Although Valentine’s Day is typically seen as a celebration for couples, Doohan encourages women to use the occasion as an opportunity to focus on their relationship with themselves. “Confidence is rooted in self-love, authenticity, and recognising your worth,” she explains. “It’s not about conforming to external expectations.”

What styles of lingerie make women feel most confident?

The study explored which lingerie styles contribute most to women’s confidence, revealing that comfort and support play a crucial role. The most favoured knicker style was full briefs, chosen by 30% of women, followed by high-leg (17%) and high-waist (16%) designs. More revealing styles, such as thongs (14%), bikini-style (12%), and Brazilian (9%), were less popular, highlighting a preference for coverage and comfort.

Similarly, when it came to bras, nearly a third of women (29%) reported feeling most confident in a push-up bra, ahead of a wired bra (23%), balcony bra (16%), bralette (17%), and sports bra (12%). According to Doohan, these preferences reflect the balance between physical comfort and self-expression.

“Confidence often stems from feeling secure and comfortable, which fuller briefs provide,” she explains. “They offer better coverage, comfort, and practicality, which in turn supports confidence. This highlights the importance of the mind-body connection—what we think influences how we feel, and how we feel shapes what we do.”

On the other hand, the popularity of push-up bras demonstrates another aspect of confidence. “This choice reflects a woman’s inclination to celebrate her femininity and express empowerment through subtle enhancements,” Doohan notes. “When chosen for oneself, lingerie becomes a symbol of self-worth rather than external validation.”

Why black lingerie is the most confidence-boosting colour

When it comes to colour, black emerged as the most confidence-boosting choice, with 58% of women selecting it as their preferred option. Although red is traditionally associated with Valentine’s Day, it was not the top choice for making women feel their best.

“Black is a timeless, classic colour that doesn’t overly stand out, aligning with our innate need for belonging and safety,” Doohan explains. “At the same time, black also symbolises power and sophistication, helping women feel their most confident.”

How to build confidence and embrace body positivity

Beyond lingerie, Doohan offers four key strategies for building inner confidence and body positivity this Valentine’s Day:

• Embrace inner acceptance. 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. Practising gratitude for your body and surrounding yourself with people who affirm your worth is key.
• Cultivate emotional self-awareness. Confidence grows when you understand your emotional triggers and how they influence your self-perception. Rather than avoiding these feelings, challenge and reframe them.
• Prioritise acts of self-love. Small, intentional acts of self-care can have transformative effects. Buying yourself beautiful lingerie is one such act— – it serves as a physical reminder of your worth.
• Create space for self-celebration. Whether through self-care, journaling, or reflecting on personal growth, these rituals reinforce your self-worth.

Doohan concludes that self-love lays the foundation for stronger relationships with others. “By shifting limiting beliefs and embracing inner acceptance, women can break free from cycles of self-doubt and cultivate lasting confidence.”