Effective Date: 10 December, 2024

Introduction and Overview

This Privacy Policy ( "Policy" ) explains how Fashion Choice Pte. Ltd., which does business as “SHEIN”, collects, uses, shares and processes your personal information when you access this website, our mobile application ( "App" ), or use any of our services, including any written or electronic, and oral communications, online and offline, purchases performed and any other related services we provide (collectively, the "Services" ) .The Policy also describes your rights regarding your personal information and explains how you can contact us to learn more about our data practices or to exercise your rights.

The Services include any services provided via this website, located at SHEIN.com (the "Site" ), our mobile applications (the "Apps" ), our accounts and fan pages on social media platforms (the "Social Media Accounts" ), and any other websites, pages, features, or content owned and operated by the Company that hyperlink to this Policy.

The Site and the App are provided by Fashion Choice Pte. Ltd., which is the controller (or other equivalent term defined under applicable privacy laws) of your personal information, and responsible for processing and protecting your personal information. In this Policy, the terms “SHEIN,” “Company”, “we”, “us” or “our” refer to Fashion Choice Pte. Ltd..

Please read our Terms and Conditions​ and this Policy before accessing or using our Services. If you cannot agree with this Policy or the Terms and Conditions, please do not access or use our Services.

Right to modify this Policy: We may change this Policy from time to time, to reflect how we intend to process your data or to update it due to changes in privacy laws or regulations, and if we make changes, we will revise the effective date or last modified date at the top of this Policy. If we make significant changes that materially affect your privacy rights, we will attempt to provide advanced notice or otherwise on the Site or App, or by some other means of contact such as email, so that you have a reasonable opportunity to review the changes before you continue to use the Services. If you do not agree with the modified Policy, please stop using the Site, or the Services.

Instant information: In addition, we may provide you with real time disclosures or additional information about the personal information handling practices of specific parts of our Services. Such notices may supplement this Policy or provide you with additional choices about how we process your personal information.

CONTENTS

Click on the links below to go to a specific section of this Policy.

1. How We Collect and Use Your Personal Information

We respect the privacy of the visitors to our digital properties and the users of our products and Services, and we are committed to protecting it through our compliance with this Policy. We collect personal information when you use our Services.

Personal information is any information that identifies or makes an individual identifiable. The definition of personal information (used interchangeably in this Privacy Policy with the term "personal data") depends on where you are a resident or otherwise subject to applicable laws.

Personal Information does not include data that has been effectively irreversibly anonymized or aggregated so that it can no longer enable us or others, whether in combination with other information or otherwise, to identify an individual.

Your personal data is collected and used by us to support a range of different activities or business purposes. The purposes and types of information we collect are listed in the chart below and should be understood to include uses of your personal data that are compatible with the purposes listed.

Purpose

The Personal Data We Collect

To create an account with us, to manage your account, and to provide you with our Services;

  • Contact information, including email address and password, to register with our Site or App;
  • Profile data, including your style preference, if you voluntarily choose to provide it for personalization purposes.

To fulfill or process orders;

  • Identity and contact information such as name, phone number and shipping address, as well as financial information or payment account information, for delivery, returns, refund, sales tax determinations, and payment operations;
  • Transaction details, such as return and refund details, gift card number, and order history, in our Services, in order to fulfill basic functions, including processing your payment and return requests, and keeping you informed of the order status and shipping logistics.

To provide customer service and support, or to provide you with service-related communications;

  • Your identity and contact information, account information, shipping address, financial information or payment account information (for refund purposes if applicable), transaction details ;
  • Your communication history with us via various channels, such as email, phone, social media, mail, instant chat, and our customer service platform, to respond to your requests, as well as to keep you updated about your account and the Services.
  • Photographs you upload to our Services in accordance with our Terms and Conditions, to provide product advice and to allow you to voluntarily show other potential customers what items may look like when purchased or worn.

To undertake marketing, advertising or other promotional activities (subject to your consent);

  • Contact information, such as phone number and email address, for telemarketing and email marketing purposes;
  • Non-directly identifiable device identifiers, operating system information, and cookie information, to direct and measure the effectiveness of the advertising we offer;
  • Data about how you engage with our Services, such as browsing, adding to your shopping cart, saving items, placing an order, and returns) for market research, statistical analysis and the display of personalized advertising based on your activity on our site and inferred interests;
  • Contact and identity information, such as name, email address and phone number, when you voluntarily subscribe to receiving our advertisements, marketing or promotion messages, enter into a competition, market survey, event or other marketing campaigns organized by us;
  • To share your personal data with third party advertisers to advertise our Services and/or products on our Site and/or App.
  • Name, email address and/or phone number if you enter into a promotion or program, such as the SHEIN VIP program via the Services or through a third-party platform ("Promotion"). As permitted by applicable law, your information may also be used by SHEIN or the Promotion sponsor for marketing purposes. Your entry into the Promotion may result in the addition of your information to our mailing list as well as to the mailing list of our promotional partners, both as permitted by applicable law. Acceptance of a prize may require you (unless prohibited by law) to allow us to post publicly some of your information via the Site or App, such as on a winners’ page.

To improve our product or service, or for personalization (subject to your consent);

  • Location data at an IP address-based level, to tailor your experience in terms of displaying the appropriate local website, language, or user experience;
  • Collect your device information, and usage data in our Site or App for fault analysis, troubleshooting, and system maintenance, as well as setting default options for you, such as language and currency;
  • We may collect general personal data that cannot identify you that you voluntarily provide, such as body shape, personal height, chest/waist/hip circumference, and weight. For example, this information may be used by us to recommend clothing sizes or styles, personalization, or to provide fit prediction services for you;
  • Collection of your "like" records and votes when prompted as to your preference between two items, to provide preference setting options;
  • The display of information you choose to post on public areas of the Services, for example a customer review.

To prevent and investigate fraud and other illegal activities;

  • Information automatically collected through the Services, such as browser type, device information, operating system and account setting information for fraud prevention and detection and credit risk reduction;
  • Log-in data for risk control and fraud reporting;
  • Billing address to verify payment information.

To comply with legal or compliance requirements;

  • Identity information, such as ID- or passport-related information, for customs clearance purposes;
  • Transaction history and certain identity and contact information to handle and resolve legal disputes, for regulatory investigations purpose, and to comply with lawful requests from a competent law enforcement agency or court.

Other Purposes.

  • We may use your information for any other purpose disclosed to you prior to you providing us your personal information or which is reasonably necessary to provide the Services or other related products and/or services requested, with your permission or upon your direction.

Please note: When communicating with us by email or through forms on our Services, or when you publicly share content through our Services, we ask that you please do not send us any sensitive information or special categories of information pertaining to yourself or to others. We do not collect or store sensitive information or special categories of information.

2. Sharing Your Personal Information

We may disclose and share your personal information with the parties as described below.

  • A. Within Our Corporate Organization .The Company is a part of a corporate organization that has several legal entities, business processes, management structures and technical systems. We may share your personal information with our related group companies and, in some cases, other affiliates of our corporate group for business maintenance and providing personalization services (subject to receiving your consent), for instance so that you may enjoy a personalized user experience across our digital properties, to provide you with the Services, or to take actions based on your requests or preferences.
  • B. Third-party Sellers .Where a third-party seller sells its products through our Services, eg on our App, and the third-party seller will ship the products to you directly, we may share your personal data (specifically name, address, email address, and telephone number) with them so that they may fulfill your order and provide your personal data to a shipping logistics provider in order to ship the products to you.
  • C. Service Providers . We may share your personal information with the following types of third-party service providers as set out in the table below:

Supplier/Service/Provider/Processor

Services Offered

IT system and software service provider

Website hosting services (including cloud storage), mobile app or software optimization services, customer relationship management software, email service providers, or system maintenance services.

Payment service provider

Third-party payment processing services.

Marketing and advertising services

Assistance in reaching potential new customers across multiple communications channels, or sharing with affiliated companies that promote our products on their websites.

Order fulfillment service provider

Provision of logistics, warehousing and distribution services, return and exchange services, and order status notification services for your purchased items.

Customer service provider

Assistance with customer services and support.

Fraud prevention and information security service provider

Identity verification, fraud prevention, or credit risk reduction services to protect our website/app and our business.

Social media platform API provider

  • Share and receive data through the API connection of social media platforms (e.g., Instagram, YouTube, TikTok) that you selected to authenticate your eligibility to use our Service or to participate in a separate SHEIN program you applied for (e.g., the SHEIN Affiliate Program).
  • To the extent your selected social media platform is operated by Google , we will adhere to Google API Services User Data Policy ​, including the Limited Use requirements.

Other Service providers selected by you

Other third parties, such as size recommendations and fit prediction services providers, if you have chosen to help us provide you with product recommendations.

  • We strive to ensure that our third party service providers can only use your data for the purposes for which it was provided to them and to the extent necessary for such purposes, in accordance with legally binding contracts.
  • D. To Maintain Legal and Regulatory Compliance . We have the right to disclose your personal informationor as required by law, or when we believe that disclosure is necessary to protect our rights and/or comply with a judicial proceeding, court order, request from a regulator or any other legal process served on us. We also may disclose your information where we reasonably believe that the disclosure is necessary to enforce our agreements or policies, or if we believe that disclosure will help us protect the rights, property or safety of the Company or our customers.
  • E. Co-Branded Services and Features . Portions of our Services may be offered as part of co-branded services and features. We will share your personal information with our co-branded partners based on your voluntary use of or participation in a co-branded service or feature, subject to your consent. The co-branded partners will be identified on the co-branded feature or service, along an applicable co-branded partner’s privacy policy. If you wish to opt-out of a co-branded partner’s future use of your personal information, you will need to contact the co-branded partner directly.
  • F. Consent . We may disclose your personal information for any purpose with your consent.
  • G. Corporate Transactions . We may disclose your personal information—including account information, Wallet balance or points information—to a buyer, prospective buyer, corporate affiliate, or other successor in the event of a merger, acquisition, divestiture, restructuring, reorganization, dissolution, or sale or transfer of some or all of our assets involving the Company, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding in which personal information held by us about our Services users is among the assets transferred. We will use reasonable efforts to ensure that the acquiring or successor entity will protect your personal data in a manner consistent with this Privacy Policy. You acknowledge and agree to our assignment or transfer of rights to your personal information.

Please note that we may disclose, without restriction, aggregated or anonymized information about the users of our Services, which is information that does not identify any specific individual.

3. Cookies, Interest-Based Advertising, Ad Choices

We may use cookies, tags, web pixels, and similar technologies to automatically collect information on our Services. Cookies or tags are bits of code that allow our technology partners to collect information that usually does not directly identify you. If required by law, we will request your consent before using cookies or other tracking technologies. Information within this section describes our use of cookies and your ability to control the use of cookies for advertising-related purposes.

  • A. Cookies . Cookies are small web files that a site or its provider transfers to your device’s hard drive through your web browser that enables the site’s or provider’s system to recognize your browser and remember certain information. “First-party cookies” are cookies set by us on the Site. “Third-party cookies” are cookies set by other companies whose functionality is embedded into our site (for example, those set by Google).
  • Generally, we use first-party and third-party cookies for the following purposes: to make our Services function properly; to provide a secure browsing experience during your use of our Services; to collect passive information about your use of our Services; to measure how you interact with our marketing campaigns; to help us improve our Services; and to remember your preferences for your convenience.

  • We use the following types of cookies on our Services:

    • Strictly Necessary Cookies. These cookies are essential because they enable you to use our Services. For example, strictly necessary cookies allow you to access secure areas on our Services. Without these cookies, some services cannot be provided. These cookies do not gather information about you for marketing purposes. This category of cookies is essential for our Services to work, and they cannot be disabled.
    • Functional Cookies. We use functional cookies to remember your choices so we can tailor our Services to provide you with enhanced features and personalized content. For example, these cookies can be used to remember your name or preferences on our Services. We do not use functional cookies to target you with online marketing. While these cookies can be disabled, this may result in less functionality during your use of our Services.
    • Performance or Analytic Cookies. These cookies collect passive information about how you use our Services, including webpages you visit and links you click. We use the information collected by such cookies to improve and optimize our Services. We do not use these cookies to target you with online marketing. You can disable these cookies as set forth below.
    • Advertising or Targeting Cookies. These cookies are used to make advertising messages more relevant to you. They perform functions like preventing the same ad from continuously reappearing, ensuring that ads are properly displayed for advertisers, and in some cases selecting advertisements that are based on your interests. Our third-party advertising partners may use these cookies to build a profile of your interests and deliver relevant advertising on other sites. You may disable the use of these cookies as set forth below.

  • B. Your Choices . Your browser may provide you with the option to refuse some or all browser cookies. You may also be able to remove cookies from your browser. You can exercise your preferences in relation to cookies served on our Services by taking the steps outlined below.

    • First-Party Cookies. You can use the browser with which you are viewing this Site to enable, disable or delete cookies. To do this, follow the instructions provided by your browser (usually located within the “Help”, “Tools” or “Edit” settings). Please note, if you set your browser to disable cookies, you may not be able to access secure areas of the Site. Also, if you disable cookies other parts of the Services may not work properly. You can find more information about how to change your browser cookie settings at https://www.allaboutcookies.org ​.
    • Third-Party Cookies. Many advertising companies that collect information for interest-based advertising are members of the Digital Advertising Alliance (DAA) or the Network Advertising Initiative (NAI), both of which maintain websites where people can opt out of interest-based advertising from their members. To opt-out of website interest-based advertising provided by each organization’s respective participating companies, visit the DAA’s opt-out portal available at https://optout.aboutads.info/ ​, or visit the NAI’s opt-out portal available at https://optout.networkadvertising.org/?c=1 ​. For more information about third-party advertising networks and similar entities that use these technologies, please see https://www.aboutads.info/consumers ​.You may withdraw your consent or update your preferences at any time by clicking the "Manage Cookies" link within the Site footer or within the App menu
    • Mobile Applications. To opt-out of data collection for interest-based advertising across mobile applications by participating companies, download the Digital Advertising Alliance’s AppChoices mobile application opt-out offering here： https://youradchoices.com/appchoices ​.

  • We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. In addition, most web browsers provide help pages relating to setting cookie preferences. More information may be found for the following browsers here: Google Chrome ​, Internet Explorer ​, Mozilla Firefox ​, Safari (Desktop) ​, Safari (Mobile) ​, Android Browser ​, Opera Mobile ​.

    SHEIN adheres to the Digital Advertising Alliance's Self-Regulatory Principles.

  • C. Web Pixels . To see how successfully our marketing campaigns or other goals of the Services are performing we sometimes use conversion pixels, which fire a short line of code to tell us when you have clicked on a particular button or reached a particular page (e.g. a thank you page once you have completed the procedure for subscribing to one of our services or have completed one of our forms). We also use web pixels to analyze usage patterns on our Services. The use of a pixel allows us to record that a particular device, browser, or application has visited a particular webpage.
  • D. Analytics . We may use third-party service providers to monitor and analyze the use of our Services. Presently, we use Google . Google Analytics is a web analytics service that tracks and reports Site traffic. For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en ​. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics, available at: https://tools.google.com/dlpage/gaoptout ​.
  • E. Behavioral Remarketing . We also use remarketing services to advertise on third-party websites to you after you visited our Services. For this purpose, visitors are grouped by certain actions on our Services, e.g., by duration of a visit. This enables us to understand your preferences and to show you personalized advertising even if you are currently surfing on another website that also participates in the same advertising network. We utilize Google Ads, Bing Ads, and similar ad networks.
  • F. Other Tracking Technologies . Pages of our Site may also use Java scripts, which are code snippets embedded in various parts of websites and applications that facilitate a variety of operations including accelerating the refresh speed of certain functionality or monitoring usage of various online components; entity tags, which are HTTP code mechanisms that allow portions of websites to be stored or “cached” within your browser to accelerate website performance; and HTML5 local storage, which allows data from websites to be stored or “cached” within your browser to store and retrieve data in HTML5 pages when the website is revisited.
  • G. Do Not Track . Some Internet browsers, such as Internet Explorer, Firefox, and Safari, include the ability to transmit “Do Not Track” or “DNT” signals. Since uniform standards for “DNT" signals have not been adopted, our Site does not currently process or respond to “DNT” signals.
  • H. Location Information . You may be able to adjust the settings of your device so that information about your physical location is not sent to us or third parties by (a) disabling location services within the device settings; or (b) denying certain websites or mobile applications permission to access location information by changing the relevant preferences and permissions in your mobile device or browser settings.

4. Security Precautions

We maintain physical, electronic, and procedural safeguards designed to guard and prevent misuse of your personal information. Our security measures include industry-standard physical, technical and administrative measures to prevent unauthorized access to or disclosure of your information.

The Internet is not an absolutely secure environment, and we cannot guarantee that your personal data will be secure. We therefore strongly recommend that you use a secure method and use a complex password to help us ensure the security of your account. We also strongly advise that you neither share your password with others nor re-use passwords on our Services that you use on other sites or apps, as doing so increases the likelihood of your being the victim of a credential stuffing attack or other malicious cyber behavior. If you feel that the security of your account or personal data has been compromised, please immediately contact us at our dedicated Privacy Center or as otherwise described in the “Contact Us” section below.

5. Your Rights

5.1 Access, Correction, and Deletion of your Personal Information-* Depending on where you live, you may * have the right to access, correct, or delete the personal information that we collect.

  • Right to Withdraw Consent -You have the right to withdraw your consent to the processing of your personal data, provided that such withdrawal shall not affect the legality of the processing of your personal data that are carried out prior to the withdrawal. Also, withdrawal of your consent may limit our ability to continue to provide you with our Services or process your purchases.
  • Right to Know/Access/Portability - If you want to access the information we collected about you, you can request to receive a copy of your personal data in a structured and machine-readable format. You can submit an access request by either completing the request form at our dedicated Privacy Center or by sending us an email at [email protected] (provide your full name, email address linked to your account, and the nature of your request). Alternatively, you can submit your Access Request by going to your personal account settings (My Profile ​> “Manage My Account” > “Download Your Information”).
  • Right to Correction/Rectification - If you believe that we have incorrect or incomplete information about you, you can make those changes directly in the My Profile > “Manage My Account” settings. It allows you to modify basic account information, such as profile picture, size or style preferences, as well as update email and phone numbers associated with your account. Depending on your jurisdiction, you can also add or edit your payment methods (“My Payment Options”), saved addresses (“Address Book”), and other features (“My Measurements”).
  • Right to be Forgotten/Deletion -You can request that we permanently erase your personal information from our records. If you request that your personal data be deleted, you will not be able to login again and any associated information will be deleted. This will include any SHEIN Wallet Credits, coupon codes, points, VIP status, address book entries, and other information associated with your customer profile. However, please note that per SHEIN Privacy Policy some data may be retained to the extent it is permitted by applicable law and/or is necessary to comply by our legal obligations (for example, we may retain your order history information to satisfy legally required tax reporting obligations), resolve disputes, or enforce our legal agreements and policies. In addition, deletion of your data may limit our ability to confirm your purchases and thereby prevent us from providing customer support. Also, if you have currently pending orders, fulfillment of your deletion request may be delayed until all pending orders are delivered. If you want to shop at SHEIN in the future, you’ll need to set up a new account. .
  • Unsubscribe from Our Marketing Communications - f you do not want us to use your email account to send you marketing emails or non-transactional promotional materials, please directly click on the unsubscribe link at the bottom of any of our email messages to you or contact us at our dedicated Privacy Center​.
  • Objection to Processing/Unauthorized Account Creation (Unbind) - If someone has created a SHEIN account using your email address without your authorization, you can "unbind" the account from your email address. To process this request, please submit a request in the Privacy Center under the "Object to Processing" option and enter "unbind" in the "Additional Comments" field..
  • Requests from Third Party/Authorized Agents - Only you or a person you formally authorize to act on your behalf may make a verifiable consumer request related to your personal information. If you use an authorized agent to submit such a request, we will require written proof that the authorized agent has been authorized to act on your behalf. Third parties may submit requests on a data subject's behalf; however, requests will still need to be directed to the data subject themselves for verification and authorization to proceed.

5.2 How to Submit a Request – In addition to the methods described above, you can submit a data subject request by either completing the request form at our dedicated Privacy Center or by sending us an email at [email protected] (provide your full name, email address linked to your account, and the nature of your request).

5.3 Account Verification- SHEIN is legally obligated to verify the identity of a requester to ensure that Personal Data from your account can only be accessed and released to duly authorized parties. You may submit your request by completing and submitting this form. To verify your request, we will send a verification email to the address you provide. Once you click the verification link, we will be able to proceed with processing the request based on the verified email address. However, if your account is associated with an email address other than the one provided for verification, we will be unable to fulfill your request and will require you to resubmit your request using your email address associated with your account. We may not accommodate a data subject request if we believe the change would violate any law or legal requirement or cause the information to be incorrect.

5.4 Lodging Complaints- If you believe we have infringed or violated your privacy rights, please contact us at [email protected] so that we may attempt to resolve any issues to your satisfaction. Notwithstanding the approaches of exercising your rights stated above or in the Privacy Center​, you have the right to lodge a complaint with the relevant data protection authority in your jurisdiction. Please contact us if you need details on the relevant data protection authority and its contact information.

5.5 Appeal- If you would like to appeal any decision made by the company relative to your privacy rights, please directly reply to the correspondence received from the company relating to the decision.

With respect to your personal data processed by a third party seller on our Site and App as an independent controller, to exercise your rights under the applicable law, you may contact the third party seller directly

6. Retention

We will retain your personal data, including any correspondence you have with us only for as long as is necessary for the purposes set out in this Policy, including retaining Personal Data to comply with our legal obligations, to resolve disputes, for information security purposes, and to enforce our legal rights, terms, and policies.

7. Third-Party Websites

Our Apps or Site may contain links to third-party sites. This Policy does not apply to those third-party sites. We recommend that you read the privacy statements of any other sites that you visit as we are not responsible for the privacy practices of those sites.

8. Children

Our Services are not directed to, and we do not knowingly collect personal information from, children under the age of 16 or minors (as defined by applicable national laws). If you are a minor, please do not attempt to fill out our forms or send any personal information about yourself to us. If a minor has provided us with personal information without parental or guardian consent, the parent or guardian should contact us (See Section 11) immediately to remove the relevant personal information and unsubscribe the minor.

If we become aware that a minor has provided us with personal information, we will take steps to promptly delete such information from our files. As described further in our Terms and Conditions, please do not upload photographs showing other people, in particular if they are minors.

9. Social Media Accounts

We operate accounts and fan pages on different social media platforms (the "Social Media Accounts" ), such as on Facebook , Instagram , Twitter ​,YouTube , Pinterest ​, Snapchat ​and TikTok . If you visit one of our Social Media Accounts you initiate a variety of data processing operations. If you do not provide us with your personal data, certain functionalities of the social networking platforms requiring such data will not be available to you or only to a limited extent.

As the owner of a Social Media Account, we can usually only see information stored in your public profile on such social media platform, and only insofar as you are logged in to your profile while visiting our Social Media Account. In addition, we may process data that you provide to us when you contact us through one of our Social Media Accounts (for example: if you create a post, or send us a private message via Facebook). If you visit one of our Social Media Accounts, the operator of the respective social network also processes your data, regardless of whether you yourself have a profile in the respective social network. The individual data processing operations and their scope differ depending on the operator. In addition, the respective operator of the social network provides us with anonymous usage statistics, which we use to improve the user experience.

10. Storage and Transfer of Your Personal Data

When you access or use our Services, your personal data may be processed or transferred outside of the country in which you reside. Such countries or jurisdictions may have data protection laws that are different in some respects or less protective than the laws of the jurisdiction in which you reside, but we will require the recipient (based on legally binding agreements or standard contractual contracts as required by applicable laws) in such countries/jurisdictions adhere to the data protection standards required under the privacy laws applicable in the country/jurisdiction you reside in, as well as under this Privacy Policy. If you do not want your information transferred to, processed, or maintained outside of the country or jurisdiction where you reside, you should immediately stop accessing or using the Services. For further details about these transfers and the safeguards that we use to facilitate such transfers, please contact us at our dedicated Privacy Center ​.

11. Contact Us

If you have questions or concerns regarding your personal information or any information in this Privacy Policy, please contact us at our dedicated Privacy Center . Our Data Protection Officer (DPO) / Privacy Office can be contacted via the email address below or via our postal address below in writing:

Data Protection Officer / SHEIN Privacy Office

777 S. Alameda St., Floor 4

Los Angeles, CA 90021, the United States

Email: [email protected]