Shein is rapidly evolving from a fast-fashion disruptor into a sophisticated multi-category platform through its ‘Beauty Glow Up’ campaign, which concluded at City Centre Mirdif on February 3, 2026. By partnering with regional powerhouses like Chalhoub Group and Apparel Group, Shein is bridging the gap between digital accessibility and physical brand experiences. The strategy centers on two distinct commercial pathways: a Retail Model, where Shein manages inventory for established brands like Maybelline (a partner since April 2025), and a Marketplace Model designed for direct-to-consumer (DTC) agility. This dual-track approach has propelled Shein to a projected $60 billion in global sales for FY25, as it increasingly captures the Middle Eastern beauty market—a sector estimated to reach $3.49 billion in the UAE alone by the end of 2026.
Localized infrastructure accelerates market penetration
The partnership with Chalhoub Group highlights a critical shift toward localized fulfillment. By utilizing Shein’s advanced GCC logistics, international beauty brands such as Essence, Revolution, and Inglot are achieving significantly faster delivery times, addressing a key consumer demand for ‘quick commerce’ in urban centers like Dubai and Riyadh. Mohammad Dwaikat, Country General Manager, Shein Middle East, emphasized that these flexible models empower local businesses to scale alongside Shein’s high-growth trajectory. With cross-border transactions now accounting for one in six retail purchases in the region, the platform’s ability to offer ‘one-stop shop’ transactions is securing its dominance in the competitive lifestyle landscape.
Shein is a leading global online fashion and lifestyle destination specializing in on-demand production and affordable apparel. It serves over 150 markets, with the US and GCC being primary growth drivers. Currently pursuing an omnichannel strategy, the company reported $10 billion in Q1 2025 revenue and aims for a positive adjusted EBITDA through strategic regional partnerships.
