SHEIN is an online fast fashion retailer headquartered in Singapore. Founded in Nanjing, China, in October 2008 as ZZKKO by entrepreneur Chris Xu, Shein grew to become the world’s largest fashion retailer as of 2022.

SHEIN is known for selling relatively inexpensive apparel, and its success has been credited to its popularity among Generation Z consumers. Amid the COVID-19 pandemic in 2020, it reportedly made $10 billion in revenue, making it the seventh consecutive year of more than 100% sales growth for the company. As of October 2020, SHEIN was the world’s largest online-only fashion firm. SHEIN was noted for being an early adopter of TikTok as a promotional tool, and the firm’s ability to advertise viral items boosted its popularity.