Despite Shein CEO Sky Xu's clandestine nature and contrasting public profile to Alibaba co-founder Jack Ma, his company's meteoric rise surpasses competitors. However, Shein faces numerous challenges as it prepares to go public, including controversies over cotton sourcing, tax avoidance allegations, and navigating US-China tensions. The future demands transparency, potential image overhauls, and Xu's emergence from anonymity.
