Global online fashion and lifestyle retailer SHEIN has announced the launch of a new livestream shopping event in the Middle East aimed at helping partner brands expand their reach and drive online sales across the region.
The company said its new initiative, titled “SHEIN Magic Vanity,” will go live on April 29 and combine beauty makeovers with flash-sale promotions. The livestream will be broadcast simultaneously on TikTok and the SHEIN App.
The event is being organised in collaboration with Chalhoub Group, beauty distributors Wesam and Multiplex, and brand partners including Maybelline and Misslyn.
According to SHEIN, influencer makeup artists will perform live makeovers on selected participants during the show, while viewers will be offered exclusive deals and limited-time product bundles.
The company said the format is designed to help brands connect with younger consumers, particularly Gen Z and Millennials, who increasingly use live and interactive content for shopping decisions.
Mohamad Dannaoui, Senior Manager and E-Tailer at Chalhoub Group, said, “This partnership aligns perfectly with our vision to expand our digital footprint, strengthen our e-commerce presence, and ensure our brands are available for customers wherever they want to shop. Advanced logistics and local infrastructure in the GCC, where SHEIN is heavily investing, enable localized fulfillment and faster delivery timelines.”
Mohammad Dwaikat, Country General Manager of SHEIN Middle East, said, “Our mission is to empower local merchants and brands with the resources and opportunities needed to thrive in the dynamic Middle Eastern market. Through strategic alliances and a focus on localized collaboration, we are dedicated to advancing the region’s digital transformation and sustainable growth.”
SHEIN said it currently offers two partnership models for brands in the region. Under its Marketplace Model, third-party sellers can open stores on the platform with support services and training. Through the Retail Model, SHEIN directly procures products from brands and sells them across its international markets.
The company said it plans to roll out more digital features and collaboration opportunities during 2026 as it seeks to strengthen its presence in the Middle East e-commerce market.
