We’ve just released our annual report on the top 10 fastest-growing fashion brands on Instagram, tracking follower growth from March 2024 to March 2025. Some brands didn’t just grow; they took off and outperformed the competition. The key is to connect with the values audiences care about, especially for younger generations.
And it turns out, you don’t have to be fancy to lead. SHEIN proved it, adding millions of new followers in just one year.
SHEIN didn't just grow on Instagram in 2025. It dominated. In an industry where follower counts often climb slowly, this Chinese company added a staggering 2.8 million new followers between March 2024 and March 2025. But the real story isn't about numbers, but about how SHEIN built a trend-driven presence that other brands can learn from.
Speed over perfection
SHEIN's success is tied closely to its ability to ride and create trends at speed. Fast fashion is their business model, and their Instagram mirrors that energy perfectly. Their content doesn't just showcase products; it taps into the latest online conversations, viral aesthetics, and micro-trends almost in real-time. This agility makes their feed feel alive and constantly relevant.
Some of the content types Shein posted include:
Try-on hauls (#sheinhaul)
Style hacks & outfit inspiration
Low-budget fashion finds
Room decor, hair, beauty, and SHEIN Home categories
Building army of creators
SHEIN is working with a few big names, but it didn’t forget to build a massive ecosystem of influencer collaborations. Over the past year, they engaged with 57,721 influencers, which is a huge number to help amplify their brand. By consistently partnering with creators across different niches, regions, and audience sizes, SHEIN keeps its brand visible across countless feeds without relying on a few celebrity endorsements.
Sub-brands that feel personal
Beyond their main account, SHEIN has found success by building community-focused sub-brands like SHEIN Curve, SHEIN Men, and SHEIN Brasil. Each caters to specific audiences, helping SHEIN maintain relevance while creating space for more personal connections. This approach allows them to serve different style needs and cultural nuances without diluting the main brand.
SHEIN's Instagram Performance by the Numbers
This is how the brand’s numbers stacked up between March 2024 and March 2025, according to our report:
Follower growth: +2.8 million
Reach: 6.7 billion
Engagement rate: 3.07%
Influencers engaged: 57,521
Posts featured: 224,272
Primary content type: Reels and carousel (majority of posts)
Average views per post: ~8,079
Average likes per post: ~1,915
Average comments per post: ~51
Top markets: United States, Brazil, Italy
These numbers are impressive, especially for the engagement rate. A 3.07% engagement rate is a high number and above the industry standard. The fact that a big beauty brand can achieve this much engagement is exceptional, especially since it’s typical for big brands to have a lower engagement rate. But SHEIN has proved their performance in sailing the currents of social media while also building a strong community.
What SHEIN is doing right
1. Speed matters in content
SHEIN moves faster than most brands in spotting trends and getting relevant posts out. In fashion, timing can be everything, and SHEIN shows how agility wins.
2. Creating spaces for different communities
By investing in sub-brands like SHEIN Curve and SHEIN Men, SHEIN connects more personally with diverse audiences instead of pushing a one-size-fits-all identity.
3. Always staying visible
With a massive reach and constant presence in trending conversations, SHEIN ensures it’s rarely out of sight, and that builds brand familiarity + loyalty over time.
4. Inclusivity > exclusivity
Everybody wants to look fashionable and own a bunch of fashion items, but not everyone has the budget to do it. Shein showed how anyone can afford their pieces by posting content related to low-budget fashion. Instead of being exclusive, Shein chose to include as many audiences as they could.
Final thoughts
SHEIN's growth on Instagram is a lesson in momentum. It's not about polished perfection or luxury aspirations; it's about speed, relevance, and being everywhere your audience is. For brands looking to scale their presence, SHEIN proves that high-volume, trend-aware, community-driven strategies can outperform slower, traditional approaches.
Want more brand strategy breakdowns like this?
Check out our Top Fashion Brands on Instagram 2025 report to see who made the biggest moves, how they captured attention, and what you can take away to fuel your own success.
