Halara

Halara
TypePrivate company
IndustryFashion
Founded2020
FounderJoyce Zhang
HeadquartersHong Kong
ProductsWomen's sportswear and casual apparel
Websitethehalara.com

Halara is a Chinese direct-to-consumer women's athleisure brand and ecommerce platform founded by Joyce Zhang and several investment capital firms in 2020. The company has headquarters in Hong Kong.

The company's main products include leggings, exercise dresses, and skorts. Its marketing and product development strategies revolve around social media and machine learning.

History

The brand was founded in 2020 by Joyce Zhang, a former chief technology officer, backed by Chinese investment firms 5Y Capital, Capital Today, IDG, Hike Capital, and Sequoia.[1] The company has headquarters in Hong Kong.[2] It is a brand of Doublefs, which was also formed in 2020.[3]

Products

The main products of the brand include leggings[4] (introduced in 2023[5]) women's underwear, exercise dresses, and skorts,[6] introduced in 2021.[7] Halara has also sold denim-inspired apparel, including jeans and denim-look products made with stretch fabrics.[8] Sizing is inclusive, ranging from XS to 3X.[9][10][11]

In May 2024, the brand opened its first pop-up store in New York City.[12][13] Another opened in Los Angeles in 2025.[14]

Product development and production

The brand uses machine learning and algorithms that analyze Google searches, Reddit discussions, other online data, and customer surveys about current and future fashion trends to develop new products.[15][16][17] Its loyalty program rewards customers for testing new products and providing feedback.[18] Cosmopolitan called out the company's community feedback strategy for product development.[10]

Halara's products are manufactured in and shipped from East and Southeast Asia.[19][9]

Marketing

Halara markets heavily through social media, in particular TikTok, and was noted by Vox in 2021 for being "especially notorious" for its "annoying" and "pervasive" advertisements on the platform.[20][21] In 2021 the New York Times said the brand was "seemingly built around" its dupe of the Outdoor Voices exercise dress.[22][23] According to Marketing Brew, the company buys targeted advertising to highlight posts about their products and offers affiliate marketing to encourage influencers to create such posts.[24]

According to The Economist in 2023, it is among "hundreds of Chinese firms [which] are experimenting with [on-demand marketing] in the American marketplace".[17] CNN in 2025 said "Halara is chronically online" using a marketing strategy that "harnesses AI and algorithms to analyze comments on its social media posts, gathering data about what styles its customers want to see next". Halara refers to this strategy as a "community-driven approach".[9]

References

  1. ^ Wang, Junjie (2022-05-20). "Who is China's next Shein?". Vogue Business. Archived from the original on 2025-04-01. Retrieved 2025-04-01.
  2. ^ "HALARA 2025 Company Profile: Valuation, Funding & Investors PitchBook". Pitchbook. Retrieved 2025-04-01.
  3. ^ Cohen, David (2021-11-19). "Becoming Shein: Chinese Retailers Eye the Global Fast-Fashion Market". SixthTone. Archived from the original on 2025-03-31. Retrieved 2025-04-01.
  4. ^ Miller, Marissa (December 7, 2021). "11 trendy pairs of women's flared pants to wear this winter". USA Today. Retrieved March 31, 2025.
  5. ^ Pastore, Alexandra (March 4, 2024). "TikTok Darling Halara Leans Into Its Expertise for SoCinched Social Media Campaign". Yahoo News. Retrieved April 15, 2025.
  6. ^ Javed, Saman (August 26, 2021). "Is Gen-Z bringing back the skort?". The Independent. Retrieved March 31, 2025.
  7. ^ Rebecca Jennings (July 10, 2024). "The glorious return of the skort". Vox. Archived from the original on October 6, 2024.
  8. ^ Jones, Sarah (April 29, 2026). "The Shape of Denim: Jeans That Lift, Smooth and Enhance". Sourcing Journal. WWD. Retrieved May 14, 2026.
  9. ^ a b c Shaw, Sophie (2025-06-18). "We tried Halara's viral summer clothes. Here are the styles we think are worth shopping CNN Underscored". CNN. Archived from the original on 2025-06-20. Retrieved 2026-02-06.
  10. ^ a b Hyman, Jasmine (2025-11-28). "Halara review: Before you shop TikTok's fave activewear brand, here's our unfiltered thoughts..." Cosmopolitan. Retrieved 2026-02-06.
  11. ^ Daniels, Melissa (2024-03-14). "Why Halara is aiming for engagement after viral TikTok-driven sales". Modern Retail. Retrieved 2026-02-06.
  12. ^ Ruben, Howard (June 3, 2024). "DTC activewear brand Halara launches first pop-up shop". Yahoo News. Retrieved April 15, 2025.
  13. ^ Morris, Malique (June 4, 2024). "TikTok Viral Brand Halara Enters the Real World". The Business of Fashion. Retrieved March 31, 2025.
  14. ^ "Athleisure brand Halara makes brick-and-mortar debut". Chain Store Age. Archived from the original on 2025-07-20. Retrieved 2025-10-09.
  15. ^ LaBianca, Julianna (21 July 2024). "Is Halara Legit? What to Know Before You Shop". BestLife. Archived from the original on 2025-04-25. Retrieved 2025-04-01.
  16. ^ Zwieglinska, Zofia (2024-05-15). "How Halara is harnessing machine learning and crowdsourcing to drive sales". Glossy. Archived from the original on 2025-03-23. Retrieved 2025-04-01.
  17. ^ a b "How China Inc is tackling the TikTok problem". The Economist. March 7, 2023. Retrieved March 31, 2025.
  18. ^ Smith, Allison (2025-04-02). "Halara's new loyalty program turns customers into product testers". Modern Retail. Archived from the original on 2025-11-16. Retrieved 2025-10-09.
  19. ^ Earley, Brigitt (2024-12-11). "Is Insta- and TikTok-Famous Halara Worth Shopping?". Good Housekeeping. Archived from the original on 2024-12-26. Retrieved 2025-04-01.
  20. ^ Honkus, Mary (August 21, 2024). "Taylor Swift Trained for the 'Eras Tour' in This $30 Skort". Us Weekly. Archived from the original on October 7, 2024. Retrieved March 31, 2025.
  21. ^ Nguyen, Terry (2021-09-13). "What's the hype over exercise dresses?". Vox. Archived from the original on 2024-10-06. Retrieved 2025-03-31.
  22. ^ Kambhampaty, Anna P. (August 18, 2021). "We Have Reached Peak 'Exercise Dress'". The New York Times. Retrieved March 31, 2025.
  23. ^ Vazquez, Alexa (7 June 2021). "Yes, this Outdoor Voices exercise dress dupe is as good as everyone says". Reviewed. Retrieved 2025-04-01.
  24. ^ Sheena, ByJasmine. "How Halara uses influencer incentives to go viral again and again". Marketing Brew. Retrieved 2026-02-06.

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