Men's lingerie

Is it common for a man to buy lingerie? 

Contrary to popular belief, men represent a substantial and growing share of customers in the intimate wellness sector. Their presence as active buyers is an undeniable reality that is durably shaping the market.

The in-depth Customer Knowledge survey conducted by Passage du Désir in 2024 on a representative sample of 11,569 people indicates that 28% of the brand's customers are men. The study also highlights a behavioural trend: male customers make their purchases primarily as gifts, looking to please their partner while exploring new horizons of intimacy.

All of this is reflected in a Net Promoter Score (NPS) of 58, which speaks to the overall satisfaction of Passage du Désir's customers. Passage du Désir stands out for its personalised guidance — an advisory role that helps customers navigate complex choices or find the perfect size.