# Halara

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**Halara** is a Chinese [direct-to-consumer](/source/Direct-to-consumer) women's [athleisure](/source/Athleisure) brand and [ecommerce platform](/source/E-commerce) founded by Joyce Zhang and several [investment capital](/source/Investment_capital) firms in 2020. The company has headquarters in Hong Kong.

The company's main products include [leggings](/source/Leggings), [exercise dresses](/source/Exercise_dress), and [skorts](/source/Skort). Its marketing and product development strategies revolve around social media and [machine learning](/source/Machine_learning).

## Marketing

Halara markets heavily through social media, in particular [TikTok](/source/TikTok), and was noted by *[Vox](/source/Vox_Media)* in 2021 for being "especially notorious" for its "annoying" and "pervasive" advertisements on the platform.[1][2] In 2021 the *New York Times* said the brand was "seemingly built around" its [dupe](/source/Dupe_(product)) of the [Outdoor Voices](/source/Outdoor_Voices) exercise dress.[3][4] According to Marketing Brew, the strategy developed after a March 2021 post by [social media influencers](/source/Social_media_influencers) about one of their products went viral. The company buys [targeted advertising](/source/Targeted_advertising) to highlight posts about their products and offers [affiliate marketing](/source/Affiliate_marketing) to encourage influencers to create such posts.[5]

According to *The Economist* in 2023, it is among "hundreds of Chinese firms [which] are experimenting with [on-demand marketing] in the American marketplace".[6]

According to *Cosmopolitan* in 2025, while the number of TikTok ads were "getting out of hand" and the [TikTok Shop](/source/TikTok_Shop) was "sketchy", the company's website was a "[pleasant surprise]".[7] *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". The company refers to the strategy as a "community-driven approach".[8]

## Product development

The brand uses [machine learning](/source/Machine_learning) and [algorithms](/source/Algorithm) that analyze Google searches, [Reddit](/source/Reddit) discussions, other online data, and customer surveys about current and future fashion trends to develop new products.[9][10][6] Its loyalty program rewards customers for testing new products and providing feedback.[11] *Cosmopolitan* called out the company's community feedback strategy for product development.[12]

## Products

The main products of the brand include [leggings](/source/Leggings),[13] women's underwear, [exercise dresses](/source/Exercise_dress), and [skorts](/source/Skort).[14][15] Sizing is [inclusive](/source/Inclusive_sizing), ranging from XS to 3X.[8][12][16]

## Production

Halara's products are manufactured in and shipped from East and Southeast Asia.[17][8]

## History

The brand was founded in 2020 by Joyce Zhang, a former [chief technology officer](/source/Chief_technology_officer), backed by Chinese investment firms [5Y Capital](/source/5Y_Capital), Capital Today, [IDG](/source/IDG_Capital), Hike Capital, and [Sequoia](/source/Sequoia_Capital).[18][19] The company has headquarters in Hong Kong.[20] It is a brand of [Doublefs](/source/Fast_fashion#Doublefs), which was also formed in 2020.[21]

In early 2021, the brand launched its first collection of skorts.[22]

In 2023, it introduced leggings.[23] In May 2024, the brand opened its first [pop-up store](/source/Pop-up_store) in New York City.[24][25] Another opened in Los Angeles in 2025.[26]

## Popularity

In 2021, one of their dresses was included in a *[Wired](/source/Wired_(magazine))* list of viral TikTok products.[27] In 2022, a workout skort reached 1 billion views on TikTok.[28] In 2024 [Taylor Swift](/source/Taylor_Swift) wore one of their skorts to [Coachella](/source/Coachella).[29]

## References

1. Honkus, Mary (August 21, 2024). ["Taylor Swift Trained for the 'Eras Tour' in This $30 Skort"](https://www.usmagazine.com/shop-with-us/news/taylor-swift-eras-tour-halara-skort/). *[Us Weekly](/source/Us_Weekly)*. [Archived](https://web.archive.org/web/20241007080449/https://www.usmagazine.com/shop-with-us/news/taylor-swift-eras-tour-halara-skort/) October 7, 2024 at the Wayback Machine. Retrieved March 31, 2025.

1. Nguyen, Terry (2021-09-13). ["What's the hype over exercise dresses?"](https://www.vox.com/the-goods/22667186/exercise-dress-tiktok-hype-explained). *[Vox](/source/Vox_Media)*. [Archived](https://web.archive.org/web/20241006073100/https://www.vox.com/the-goods/22667186/exercise-dress-tiktok-hype-explained) 2024-10-06 at the Wayback Machine. Retrieved 2025-03-31.

1. Kambhampaty, Anna P. (August 18, 2021). ["We Have Reached Peak 'Exercise Dress'"](https://www.nytimes.com/2021/08/18/style/exercise-dress.html). *[The New York Times](/source/The_New_York_Times)*. [Archived](https://archive.today/20250331025711/https://www.nytimes.com/2021/08/18/style/exercise-dress.html) March 31, 2025 at the Wayback Machine. Retrieved March 31, 2025.

1. Vazquez, Alexa & 7 June 2021. ["Yes, this Outdoor Voices exercise dress dupe is as good as everyone says"](https://www.reviewed.com/style/features/halara-exercise-dress-review-best-outdoor-voices-dupe). *[Reviewed](/source/Reviewed_website))*. Retrieved 2025-04-01.

1. Sheena, ByJasmine. ["How Halara uses influencer incentives to go viral again and again"](https://www.marketingbrew.com/stories/2024/01/24/how-halara-uses-influencer-incentives-to-go-viral-again-and-again). *[Marketing Brew](/source/Marketing_Brew)*. Retrieved 2026-02-06.

1. ["How China Inc is tackling the TikTok problem"](https://www.economist.com/business/2023/03/07/how-china-inc-is-tackling-the-tiktok-problem). *[The Economist](/source/The_Economist)*. March 7, 2023. [Archived](https://archive.today/20241008050932/https://www.economist.com/business/2023/03/07/how-china-inc-is-tackling-the-tiktok-problem) October 8, 2024 at the Wayback Machine. Retrieved March 31, 2025.

1. Hyman, Jasmine & Oh, Hannah (2025-09-18). ["Is Tiktok-Viral Brand Halara (Worn by Taylor Swift!) Legit? I Have Some Thoughts"](https://www.cosmopolitan.com/style-beauty/fashion/a62786315/halara-review/). *[Cosmopolitan](/source/Cosmopolitan_(magazine))*. Retrieved 2026-02-06.

1. Shaw, Sophie (2025-06-18). ["We tried Halara’s viral summer clothes. Here are the styles we think are worth shopping | CNN Underscored"](https://www.cnn.com/cnn-underscored/fashion/halara-review). *[CNN](/source/CNN)*. [Archived](https://web.archive.org/web/20250620010428/https://www.cnn.com/cnn-underscored/fashion/halara-review) 2025-06-20 at the Wayback Machine. Retrieved 2026-02-06.

1. LaBianca, Julianna (21 July 2024). ["Is Halara Legit? What to Know Before You Shop"](https://bestlifeonline.com/is-halara-legit/). *[BestLife](/source/Best_Life_(magazine))*. [Archived](https://web.archive.org/web/20250425064138/https://bestlifeonline.com/is-halara-legit/) 2025-04-25 at the Wayback Machine. Retrieved 2025-04-01.

1. Zwieglinska, Zofia (2024-05-15). ["How Halara is harnessing machine learning and crowdsourcing to drive sales"](https://www.glossy.co/fashion/how-halara-is-harnessing-machine-learning-and-crowdsourcing-to-drive-sales/). *[Glossy](/source/Digiday)*. [Archived](https://web.archive.org/web/20250323112344/https://www.glossy.co/fashion/how-halara-is-harnessing-machine-learning-and-crowdsourcing-to-drive-sales/) 2025-03-23 at the Wayback Machine. Retrieved 2025-04-01.

1. Smith, Allison (2025-04-02). ["Halara’s new loyalty program turns customers into product testers"](https://www.modernretail.co/operations/halaras-new-loyalty-program-turns-customers-into-product-testers/). *[Modern Retail](/source/Modern_Retail)*. [Archived](https://web.archive.org/web/20251116100552/https://www.modernretail.co/operations/halaras-new-loyalty-program-turns-customers-into-product-testers/) 2025-11-16 at the Wayback Machine. Retrieved 2025-10-09.

1. Hyman, Jasmine (2025-11-28). ["Halara review: Before you shop TikTok's fave activewear brand, here's our unfiltered thoughts..."](https://www.cosmopolitan.com/uk/body/health/a63104622/halara-review/). *[Cosmopolitan](/source/Cosmopolitan_(magazine))*. Retrieved 2026-02-06.

1. Miller, Marissa (December 7, 2021). ["11 trendy pairs of women's flared pants to wear this winter"](https://www.yahoo.com/gma/11-trendy-pairs-womens-flared-160252938.html). [USA Today](/source/USA_Today). [Archived](https://archive.today/20241110130051/https://www.yahoo.com/gma/11-trendy-pairs-womens-flared-160252938.html) November 10, 2024 at the Wayback Machine. Retrieved March 31, 2025.

1. Javed, Saman (August 26, 2021). ["Is Gen-Z bringing back the skort?"](https://www.independent.co.uk/life-style/fashion/gen-z-millennial-skort-fashion-tiktok-b1908518.html). *[The Independent](/source/The_Independent)*. [Archived](https://archive.today/20220706160538/https://www.independent.co.uk/life-style/fashion/gen-z-millennial-skort-fashion-tiktok-b1908518.html) July 6, 2022 at the Wayback Machine. Retrieved March 31, 2025.

1. Truffaut-Wong, Olivia & Flanagan, Hanna (April 26, 2024). ["The 20 Best Exercise Dresses to Master the Tenniscore Trend"](https://www.cosmopolitan.com/style-beauty/fashion/g43713261/best-exercise-dresses-reviews/). *[Cosmopolitan](/source/Cosmopolitan_(magazine))*. [Archived](https://web.archive.org/web/20241213142653/https://www.cosmopolitan.com/style-beauty/fashion/g43713261/best-exercise-dresses-reviews/) December 13, 2024 at the Wayback Machine.

1. Daniels, Melissa (2024-03-14). ["Why Halara is aiming for engagement after viral TikTok-driven sales"](https://www.modernretail.co/marketing/why-halara-is-aiming-for-engagement-after-viral-tiktok-driven-sales/). *[Modern Retail](/source/Modern_Retail)*. Retrieved 2026-02-06.

1. Earley, Brigitt (2024-12-11). ["Is Insta- and TikTok-Famous Halara Worth Shopping?"](https://www.goodhousekeeping.com/clothing/a63110987/halara-review/). *[Good Housekeeping](/source/Good_Housekeeping)*. [Archived](https://web.archive.org/web/20241226004302/https://www.goodhousekeeping.com/clothing/a63110987/halara-review/) 2024-12-26 at the Wayback Machine. Retrieved 2025-04-01.

1. ["Beijing News"](https://web.archive.org/web/20250401120224/http://www.capitaltoday.com/eng/download/news39.pdf). *[Capital Today](/source/Capital_Today)*. 18 June 2021. Archived from [the original](http://www.capitaltoday.com/eng/download/news39.pdf) on 1 April 2025. Retrieved 1 April 2025.

1. Wang, Junjie (2022-05-20). ["Who is China's next Shein?"](https://www.voguebusiness.com/consumers/who-is-chinas-next-shein). *[Vogue Business](/source/Vogue_Business)*. [Archived](https://web.archive.org/web/20250401114241/https://www.voguebusiness.com/consumers/who-is-chinas-next-shein) 2025-04-01 at the Wayback Machine. Retrieved 2025-04-01.

1. ["HALARA 2025 Company Profile: Valuation, Funding & Investors | PitchBook"](https://pitchbook.com/profiles/company/471658-60#funding). *[Pitchbook](/source/Pitchbook)*. Retrieved 2025-04-01.

1. Cohen, David (2021-11-19). ["Becoming Shein: Chinese Retailers Eye the Global Fast-Fashion Market"](https://www.sixthtone.com/news/1009020). *[SixthTone](/source/SixthTone)*. [Archived](https://web.archive.org/web/20250331053021/https://www.sixthtone.com/news/1009020) 2025-03-31 at the Wayback Machine. Retrieved 2025-04-01.

1. Rebecca Jennings (July 10, 2024). ["The glorious return of the skort"](https://www.vox.com/culture/358859/skort-trend-taylor-swift-halara-popflex). *[Vox](/source/Vox_(website))*. [Archived](https://web.archive.org/web/20241006073026/https://www.vox.com/culture/358859/skort-trend-taylor-swift-halara-popflex) October 6, 2024 at the Wayback Machine.

1. Pastore, Alexandra (March 4, 2024). ["TikTok Darling Halara Leans Into Its Expertise for SoCinched Social Media Campaign"](https://cc.bingj.com/cache.aspx?q=https://uk.news.yahoo.com/tiktok-darling-halara-leans-expertise-165425075.html&d=5011638876984514&mkt=en-GB&setlang=en-US&w=3MS_3QGw1-_nB8HT7kKzg-59SdSDLgUs). *[Yahoo News](/source/Yahoo_News)*. [Archived](https://archive.today/20241012080330/https://cc.bingj.com/cache.aspx?q=https://uk.news.yahoo.com/tiktok-darling-halara-leans-expertise-165425075.html&d=5011638876984514&mkt=en-GB&setlang=en-US&w=3MS_3QGw1-_nB8HT7kKzg-59SdSDLgUs) October 12, 2024 at the Wayback Machine. Retrieved April 15, 2025.

1. Ruben, Howard (June 3, 2024). ["DTC activewear brand Halara launches first pop-up shop"](https://www.yahoo.com/gma/dtc-activewear-brand-halara-opens-121000559.html?guccounter=1). *[Yahoo News](/source/Yahoo_News)*. [Archived](https://archive.today/20241012084315/https://www.yahoo.com/gma/dtc-activewear-brand-halara-opens-121000559.html?guccounter=1) October 12, 2024 at the Wayback Machine. Retrieved April 15, 2025.

1. Morris, Malique (June 4, 2024). ["TikTok Viral Brand Halara Enters the Real World"](https://www.businessoffashion.com/articles/direct-to-consumer/halara-opens-pop-up-in-new-york/). *[The Business of Fashion](/source/The_Business_of_Fashion)*. [Archived](https://archive.today/20241006120243/https://www.businessoffashion.com/articles/direct-to-consumer/halara-opens-pop-up-in-new-york/) October 6, 2024 at the Wayback Machine. Retrieved March 31, 2025.

1. ["Athleisure brand Halara makes brick-and-mortar debut"](https://chainstoreage.com/athleisure-brand-halara-makes-brick-and-mortar-debut). *[Chain Store Age](/source/Chain_Store_Age)*. [Archived](https://web.archive.org/web/20250720072029/https://chainstoreage.com/athleisure-brand-halara-makes-brick-and-mortar-debut) 2025-07-20 at the Wayback Machine. Retrieved 2025-10-09.

1. Stolyar, Brenda (December 8, 2021). ["11 Viral TikTok Gifts That Are Actually Worth It"](https://www.wired.com/gallery/best-viral-tiktok-gadgets). *[Wired](/source/Wired_(magazine))*. [Archived](https://archive.today/20211214215822/https://www.wired.com/gallery/best-viral-tiktok-gadgets) December 14, 2021 at the Wayback Machine. Retrieved March 31, 2025.

1. Daniels, Melissa (March 14, 2024). ["Why Halara is aiming for engagement after viral TikTok-driven sales"](https://digiday.com/es/por-que-halara-apuesta-por-el-engagement-tras-las-ventas-virales-impulsadas-por-tiktok/). *[Digiday](/source/Digiday)*. [Archived](https://archive.today/20241018125912/https://digiday.com/es/por-que-halara-apuesta-por-el-engagement-tras-las-ventas-virales-impulsadas-por-tiktok/) October 18, 2024 at the Wayback Machine. Retrieved March 31, 2025.

1. Montalti, Victoria (15 April 2024). ["Taylor Swift Wore A TikTok-Favorite Garter Skirt To Coachella — & It's Under $40"](https://www.refinery29.com/en-us/taylor-swift-coachella-outfit-2024-halara-skirt). *[Refinery29](/source/Refinery29)*. [Archived](https://web.archive.org/web/20251205064330/https://www.refinery29.com/en-us/taylor-swift-coachella-outfit-2024-halara-skirt) 2025-12-05 at the Wayback Machine. Retrieved 2025-10-09.

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Adapted from the Wikipedia article [Halara](https://en.wikipedia.org/wiki/Halara) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Halara?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.