PLEASE NOTE: In order to better satisfy your use, our multi-language version of this Privacy Policy will be updated as soon as possible.

Effective Date: September 9, 2026

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 use or access this website (the “Site”), our mobile application (the “App”) or communication platforms, interact with us on our accounts or fan pages on social media platforms (the “Social Media Accounts”), engage with us at a pop-up or promotional event, use or access any other of our websites, features, content or related services that hyperlink to this Policy (collectively, the “Services”). This Policy also describes your rights regarding your personal information and explains how can contact us to learn more about our data practices or to exercise your rights.

The Services are provided by Fashion Choice Pte. Ltd., 12 Marina Boulevard, #15-01, Marina Bay Finacial Centre, Singapore 018982, which is the business handling personal data, and responsible for processing and protecting your personal data. In this Policy, the terms “SHEIN,” “Company”, “we”, “us” and “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 the Terms and Conditions or this Policy, 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 are processing your data or as required under applicable laws, and if we make changes, we will notify you by revising 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 provide advanced notice and make that clear on our Site, App or other Services, or by some other means of contact such as email, so that you are able to review the changes before you continue to use the Services. If you do not agree with the modified Policy, please discontinue use of the Services immediately.

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 >

·2. Sharing Your Personal Information >

·3. Cookies, Interest-Based Advertising, Ad Choices >

·4. Security Precautions >

·5. Your Rights >

·6. Retention >

·7. Third-Party Websites >

·8. Children >

·9. Social Media Accounts >

·10. Storage and Transfer of Your Personal Information >

·11. Contact Us >

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 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 about an individual 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. Only the definition that applies to your country of residence will apply to you under this Privacy Policy.

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 you.

Your personal information 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 information that are reasonably related to the purposes listed or uses that may be reasonably expected given the original purpose of collection.

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 pertaining to yourself or to others (except when necessary for us to provide our Services, e.g. payment account information).

If you provide us with personal information belonging to another person, eg when you provide us with the email address of another person when gifting them with SHEIN gift cards; or when you provide the contact details of another person who will receive your purchase items, please ensure that you have the necessary consent or authorization from such other person for us to collect, use, disclose and process such personal information for the intended transaction.  

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 personalization continuity purposes, 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.Service Providers . We may share your personal information with the following types of third-party service providers as set out in the table below:

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 our written instructions / contractual agreements.

C.To Maintain Legal and Regulatory Compliance . We may disclose your personal information 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 (including a relevant stock exchange authority, if applicable) 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 our rights, property or safety or those of our customers.

D.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. Use of your personal information by a co-branded partner will be subject to a 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.

E.Corporate Transactions . We may disclose 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, divestiture, restructuring, reorganization, dissolution, or sale or transfer of some or all of our assets, 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. 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.

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.

• 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.

• 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.

• 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 . Residents of the European Union may opt-out of online behavioral advertising served by the European Interactive Digital Advertising Alliance’s participating member organizations by visiting https://www.youronlinechoices.eu/ . For more information about third-party advertising networks and similar entities that use these technologies, please see https://www.aboutads.info/consumers .

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 Analytics . 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.

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. We 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

We attach great importance to your attention to personal information, so that you have the full ability to protect your privacy and security. To exercise your rights, you may contact us at our dedicated Privacy Center (see section 11).

5.1 Right to Be Informed: Unless otherwise stated by the applicable law, you have the right to be informed of processing of your personal data, especially processing purposes, how and what personal data will be processed, including sensitive personal data, those who are related to such processing, unexpected consequences that might occur, and/or damages, the starting and ending time of data processing, and the mechanism for handling complaints, etc.

5.2 Right to Consent: You have the right to give or refuse to give your consent to us when you are requested to consent to processing of your personal data under any terms and conditions. However, please take note that your refusal to give your consent will make it impossible for us to provide you with our Services.

5.3 Right to Access/View, Rectify/Edit and Delete your Personal Information. You have the right to access/view, rectify/edit, or delete the personal information that we collect. To protect the privacy and the security of your personal information, we may request data from you to enable us to confirm your identity and right to access such data, as well as to search for and provide you with the personal data we maintain. There are instances where applicable laws or regulatory requirements allow or require us to refuse to provide or delete some or all of the personal information that we maintain. To exercise your rights, you may make updates within your customer account on the Site or App, or you may contact us our dedicated Privacy Center​. We may not accommodate a request to delete or change information if we believe the change would violate any law or legal requirement or cause the information to be incorrect.

5.4 Right to Withdraw Consent: If you have consented to the Company’s collection, use, sharing, storage and/or processing of your personal data, you have the right to withdraw such consent at any times during the duration that your personal data is provided to the Company, unless prohibited by the law. The validity and legality of any collection, storage and/or processing of your personal data that has taken place before the withdrawal of your consent shall not be affected.

However, please take note that your withdrawal of such consent will make it impossible for us to provide you with our Services.

5.5 Right to Restrict Processing of your Personal Data: You have the right to request to restrict processing of your personal data. Such restriction of processing shall apply to all of your personal data that you so request.

5.6 Right to Provision of your Personal Data: You have the right to request the Company to provide your personal data to you or your authorized persons, unless otherwise provided by the law.

5.7 Right to Object to Processing of your Personal Data: You have the right to object to collection and/or processing of your personal information at any times to prevent or restrict your personal information from being disclosed or used for advertising or marketing purposes, unless otherwise stated by the law. If you so object, we will continue to collect, store and/or process your personal information only when the Company can establish another legal basis therefor or it is to do so to comply with the law, and the Company will continue to collect, store and/or process your personal information , as appropriate. Where we need to store your personal information for any of the above reasons, we shall notify you thereof and take necessary actions to procure that your personal information shall be protected and continue to be processed on an as-needed basis as notified to you.

5.8 Right to Lodge Complaints, Denounce and Initiate Lawsuits: You have the right to file complaints or denunciations with relevant authorities, or file lawsuits, under applicable laws, if you believe that any collection and/or processing of your personal data constitutes a violation of, or non-compliance with, the applicable law.

5.9 Right to Claim Damages: You have the right to claim damages arising out of violations of the laws on data protection in connection with your personal information, unless otherwise provided by the law.

5.10 Right to Defense: You have the right to defense under applicable laws, including but not limited to the Civil Code, or request competent authorities and bodies to enforce remedies for civil rights, such as compulsory termination of a violation, a compulsory public apology, correction or editing of information, and compensation for losses or damages, etc.

5.11 Unsubscribe from Our Marketing Communications. If you no longer wish for 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 .

6. Retention

We will retain your personal information for the purposes set out in this Policy, and for backup, archival, fraud prevention or detection, or audit purposes. We also will retain and use your personal information to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes and enforce our legal agreements and policies.

If you no longer wish to be our customer, or wish to cease using or accessing our Services, you can request us to close your account and delete all personal information we hold about you via Privacy Center (See section 11), subject to certain legal requirements.

If you send us correspondence, including emails, we retain such information electronically in the records of your account. We will also electronically retain customer service correspondence and other correspondence from us to you. We retain these records to measure and improve our customer service and to investigate potential fraud and violations. We may, over time, delete these records as permitted by law.

We will also retain Services usage data for internal analysis purposes. Usage data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our Site, or we are legally obligated to retain this data for longer periods.

Destruction: If we determine that your personal information is no longer needed, we will destroy it in accordance with applicable law and this Policy. Personal information in the form of electronic files will be securely deleted using technical methods to prevent recovery and reproduction, and printouts will be destroyed by shredding or incineration.

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. Where your personal data will be processed by our third party AI service providers, your personal data may be transferred to the countries where the AI servers are located.

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.

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. To so notify us, or to ask 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​. You can also contact us via our customer service platform​on our Site.

Our Privacy Office / Data Protection Officer (DPO) can be contacted via email at privacy@sheingroup.com or at our postal address below in writing:

SHEIN Privacy Office

757 S. Alameda St., Suite 340

Los Angeles, CA 90021, the United States