We believe that the beauty of fashion should be accessible to everyone, and not just a privileged few. When we started the company in 2012, we noticed that fashion businesses had to choose between offering choice or reducing stock pressure and waste. So, we set out to change that by leading the development of alternative processes and technologies to bring fashion into the future.
Our customers are at the heart of our business model, which has allowed us to build a team of nearly 10,000 employees in over 150 countries in less than ten years. Our digitally-focused model reaches customers where they are: on mobile devices, online, and on social media. We have become one of the most popular shopping apps and we continue to engage customers by providing multiple streams of content directly within the SHEIN platform, offering the best online shopping experience.
African style and beauty encompass a rich tapestry of diverse cultures, traditions, and aesthetics, making it a captivating aspect of the continent's heritage. From the vibrant colors of African textiles to the intricate patterns and bold prints, African style is a fusion of history, innovation, and self-expression.
The continent's fashion industry has been thriving, showcasing designs that celebrate African identity and redefine beauty standards. African designers infuse traditional elements with modern trends, creating unique, eclectic pieces that resonate globally. Adorned with intricate beadwork, hand-woven fabrics, and elaborate headpieces, African fashion encapsulates a sense of pride and cultural heritage.
Moreover, African beauty embraces a celebration of diverse skin tones, hair textures, and body shapes. Many African women proudly showcase their natural hair, with styles ranging from traditional braids to afros and intricate cornrows. The use of natural ingredients, such as shea butter and oils, is deeply rooted in African beauty rituals, nourishing and enhancing the skin's natural radiance.