Zaful
Rated: Avoid
Price: $
Location: China
Quick verdict
Zaful built its reputation on ultra-cheap swimwear marketed to social media-savvy young consumers, with founder Leo Wang openly stating the brand exists so people can "constantly change swimwear for different occasions or good pictures on social media." It is not owned by Shein but emerged from the same Chinese e-commerce ecosystem (Globalegrow), and its parent company went through financial collapse and delisting. It receives the lowest possible sustainability rating. Zaful holds zero certifications, publishes zero supply chain data, and has had products flagged for toxic phthalates by CBC Marketplace testing.
Key info
- Headquarters
- Shenzhen, China
- Founded
- 2014
- Product categories
- Fast Fashion, Womenswear, Swimwear
- Price range
- $
- Key certifications
- None
Zaful sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
Overwhelmingly polyester, nylon, spandex, and other virgin synthetics. A "tiny proportion" of hemp or recycled materials may exist, but nothing is certified or verifiable. No organic cotton, no GOTS, no OEKO-TEX. CBC Marketplace testing found elevated phthalate levels (endocrine disruptors) in a Zaful product.
Claims 128 suppliers worldwide but publishes zero factory information. No names, no locations, no audit results. The website states workers earn "a living wage" with zero evidence to support this. No Fair Trade, SA8000, or any labor certification. Multiple sources indicate supply chain workers may earn $150–$180/month. Far below living wage benchmarks.
No disclosed emissions, no climate targets, no water usage data, no circularity programs of any kind (no take-back, no resale, no repair). Ships individual packages from China globally. The only specific environmental claim on the website is the use of "water-based screen printing inks": a negligible gesture.
Not included in the Fashion Transparency Index or Remake's report (likely below revenue thresholds). Zaful doesn't provide enough information about its products or practices for meaningful sustainability assessment. The post-restructuring corporate ownership structure is deliberately opaque.
Extremely affordable, especially for swimwear ($9–$35). However, BBB has logged nearly 250 complaints in a three-year period, primarily about shipping failures, refund denials, and unreachable customer service. Extreme discounting (items marked 70% off) suggests heavily inflated original prices.
What they do well
- Swimwear is a genuine strength: Zaful has built a recognizable niche in affordable swimwear with diverse styles, cuts, and colorways. Customer reviews on Sitejabber suggest swimwear quality is often better than expected for the price.
- Reactive product safety response: When CBC Marketplace found toxic phthalates in a Zaful product (2021), the company recalled the item, issued refunds, and promised improved quality controls. At minimum demonstrating responsiveness to external pressure.
- Growing in-house design capability: Zaful claims 400+ pattern copyrights developed internally, suggesting movement away from the design-theft model that characterized its early years under Globalegrow.
- Ultra-accessible price point: Swimwear from $9 and clothing from as low as $1 makes fashion accessible to the most budget-constrained consumers, though ethical trade-offs are severe.
Room for improvement
- Toxic chemical findings demand action: CBC Marketplace's 2021 investigation found a Zaful clear tote bag contained elevated levels of DEHP, DiNP, and DnOP phthalates. Endocrine disruptors linked to reproductive harm, One in five tested items across Zaful, Shein, and AliExpress had concerning chemical levels—a single product recall is not a systemic solution; the brand needs comprehensive chemical safety testing and certification.
- The Globalegrow financial collapse exposed structural fragility: When parent company Globalegrow imploded financially, ~300 suppliers besieged Zaful's offices in June 2021, demanding payment for unpaid debts. Suppliers had debts converted to equity as part of restructuring. The parent was eventually delisted from the Shenzhen Stock Exchange. This corporate instability raises questions about the brand's long-term viability and treatment of supply chain partners.
- Design theft and stolen imagery have a documented history: BuzzFeed investigation found Zaful routinely used stolen product photos from brands like Free People and imagery from Harper's Bazaar to advertise its products. Globalegrow's CEO admitted that 40% of product photos came from suppliers rather than being shot in-house, leading to rampant IP infringement. While the brand now claims a "zero-tolerance" IP policy, the underlying incentive structure of ultra-low-cost fast fashion makes design copying endemic.
About Zaful
Zaful launched in 2014 from Shenzhen, China, as part of Globalegrow E-Commerce. A company that also operated DressLily, RoseGal, SammyDress, and other ultra-cheap fashion sites. BuzzFeed investigation confirmed through trademark filings that Zaful, Shein, and at least six other brands were originally connected to this same corporate ecosystem, though Shein separated and became independent while Zaful remained under Globalegrow—in 2014, Globalegrow was acquired by Shanxi Baiyuan Trousers Co., forming the entity Kua Jing Tong, which listed on the Shenzhen Stock Exchange. Notable as China's first cross-border e-commerce A-share stock.
The brand positioned itself around swimwear and beach fashion, targeting Instagram and TikTok audiences. Founder Leo Wang was candid about the overconsumption model, telling press that consumers buy swimwear not just for swimming but for "good pictures on social media." Materials are overwhelmingly synthetic. Polyester, nylon, spandex. With no meaningful use of organic or certified recycled fabrics.
Manufacturing occurs primarily in China, with some reports of factories in Bangladesh and Vietnam. The brand claims 128 suppliers but publishes none of their names, locations, or audit results. Globalegrow suffered massive losses in 2019–2020, leading to supplier protests, debt-to-equity conversions for ~300 suppliers, and eventual delisting from the Shenzhen Stock Exchange. Zaful's exact current ownership post-restructuring is opaque.
The brand hosted a "Sustainable Fashion Panel" in New York in 2019, but this was a PR event. Not a substantive program. Zaful receives the lowest possible sustainability rating, and Eco-Stylist scores it -45/100 overall. Pricing is extremely low ($9–$35 for swimwear, with aggressive discounting suggesting inflated original prices). Zaful is not included in either the Fashion Transparency Index or Remake's Fashion Accountability Report, likely due to falling below revenue thresholds. Itself a signal that even watchdog organizations struggle to track the proliferation of ultra-cheap Chinese fast-fashion brands.
Product highlights
Wave Textured Triangle High Leg Cheeky Brazilian Bikini Set
Two-piece swimwear; 85% polyester/15% spandex
~$20.99
Zaful's core category and bestseller type. Exemplifies the ultra-low-cost swimwear model
High Cut Convertible Bandeau Bikini Set
Nylon/spandex strapless bikini in yellow
~$18.49
One of the brand's highest-reviewed items; shows decent quality perception in the swimwear niche
Crinkle Textured Tank High Waisted Bikini Set
Tank-style bikini with full-coverage bottom
~$9.00 (on 70% sale)
Demonstrates extreme discounting. Original price heavily inflated to create perception of value
Tie Dye High Waisted Bandeau Bikini Set
Polyamide/elastane tie-dye print set
~$18.49
Illustrates the trend-copying model; tie-dye surged on social media and Zaful rapidly produced low-cost versions
