About Us
Building the Next-Generation Global Lifestyle Platform
About SHEIN STAR
As a global pioneer within the SHEIN ecosystem, SHEIN STAR is dedicated to building an innovative platform that integrates fashion retail, brand marketing, IP operations, new retail, and AI technology—delivering a trend-driven, high-quality, and tech-powered lifestyle experience to consumers worldwide.
With its headquarters in Singapore serving as the strategic hub, SHEIN STAR operates innovation-driven subsidiaries in the United States and China, and coordinates through satellite offices across the UK, Europe, South Korea, and Hong Kong to form a flexible and efficient global operation network.
Business Scope
SHEIN STAR is establishing a global platform where innovation, technology, and lifestyle aesthetics converge.
Centred on five core business areas, we meet the diverse needs of next-generation consumers for trend, quality, and personalisation through cross-border integration and data intelligence.
Our Business Model
Omni-channel
Proprietary platforms + social media matrix + global marketing network + physical retail stores
SHEIN-Powered
Leveraging SHEIN's traffic, tech, and global platform to drive high-growth loops
Tech-Driven
AI-powered tools enhance operational efficiency and enable scalable personalization
Our Culture
We uphold the values of openness, innovation, collaboration, customer-first thinking, and sustainable growth.
We foster a culture of belonging, creativity, and warmth, believing that a great lifestyle is not only about products, but about connection and co-creation between people.
Our Vision
With "Trend, Quality, and Technology" as our brand pillars, SHEIN STAR is building a forward-looking lifestyle platform.
We will continue to deepen our presence in Southeast Asia, expand globally, and promote the integration of Chinese design, global creativity, and digital retail to co-create a global brand ecosystem for the next generation.
Building a Green Future
Our Commitment to Sustainability
As stewards of the environment, SHEIN Star embraces green practices across all ventures. We invest in sustainable technologies and support initiatives that preserve our planet for future generations, ensuring every decision underscores our dedication to the environment.
We're committed to empowering companies that not only look good but also advocate for better, ethical standards in these industries.
Core Business
🌟 Fashion Retail & SHEIN-Café
We redefine the boundaries of traditional retail by combining fast fashion, premium quality, and immersive experiences.
In addition to selling apparel, beauty, and lifestyle products through e-commerce platforms worldwide, we introduce the SHEIN-Café—a hybrid space that fuses coffee culture, aesthetic displays, and lifestyle retail.
SHEIN-Café is not merely a sales venue; it is a cultural experience. Consumers can enjoy coffee while browsing products, immersing themselves in the SHEIN STAR brand philosophy and lifestyle, and forming community connections.
Core Business
🎨 IP Operations & Brand Co-Creation
Upholding the philosophy of "every user is a co-creator," we engage in designer support programs, crossover collaborations, and IP development across animation, collectibles, and art.
By partnering with global designers, illustrators, creatives, and iconic brands, we co-create culturally resonant, aesthetically appealing products that enhance brand engagement and user participation.
We see brand as a carrier of culture and emotion—not just a product, but a sharable, co-creatable cultural asset.
Future Forward
🤖 AI Agent Empowerment
SHEIN STAR has adopted cutting-edge AI Agent systems that power key operations from product development and market research to user insight, content marketing, and customer service.
- Smart product selection by analyzing consumer trends to improve bestseller accuracy.
- Personalized recommendations based on user behavior.
- Real-time service with AI assistants that enhance customer satisfaction.
- Automated content generation for social media and digital ads via image and text recognition.
Looking ahead, we will continue to expand AI applications in supply chain forecasting, sentiment analysis, and creative support, evolving retail toward an intelligent ecosystem.
Core Business
💄 FMCG Business
SHEIN STAR's fast-moving consumer goods division covers beauty, skincare, fragrance, footwear, bags, and home essentials.
Backed by SHEIN's agile supply chain and advanced data systems, we rapidly capture trends and co-develop high-value products with top-tier manufacturers and brand partners.
We are also building proprietary FMCG brands under SHEIN STAR, managed in-house from R&D and design to packaging and marketing, ensuring brand consistency and differentiation. This enables demand-driven production and rapid response to market changes.
Community Service
💼 Fashion Marketing & Brand Services
SHEIN STAR is developing a global and integrated fashion marketing and branding capability to help partners expand swiftly across Southeast Asia and international markets.
By uniting celebrity, model, influencer, creative content, and trend resources, we deliver a seamless omnichannel strategy that boosts brand visibility and cultural relevance.
With sharp insights into fashion trends and local consumer behavior, we not only offer strategic consultancy but also drive full-funnel brand upgrades—from storytelling to experience and emotional engagement—positioning brands for long-term impact.
