Shopping online for trendy fashion can feel like a gamble, especially when you’re not sure who’s behind the brand. Celina the Label is one of those names that pops up on social media with flashy deals and free worldwide shipping—but how much of it is real?

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Year Founded: 2020 ·
Base: Riyadh & Dubai ·
Platform: Online only ·
Reviews: Trustpilot

Quick snapshot

1Confirmed facts
2What’s unclear
3Timeline signal
4What’s next
  • More customer reviews may clarify satisfaction levels
  • Potential expansion into physical stores (none confirmed yet)
  • Increased scrutiny from consumer protection agencies if complaints grow

The table below compiles the core brand information for quick reference.

Attribute Value
Year Founded 2020
Headquarters Riyadh, Saudi Arabia / Dubai, UAE
Product Type Trendy handpicked clothing, dresses, shoes
Website celinathelabel.com
Social Media Instagram, TikTok
Trustpilot Profile Available
BBB Profile Available for Selena The Label USA

What is Celina the Label?

Celina the Label describes itself as a fashion brand born from a deep love for style and self-expression. The company says it was founded in 2020, operating as an online-only retailer that sells dresses, shoes, and trendy apparel. Its Instagram page lists Riyadh and Dubai as its bases, and it maintains an active presence on TikTok.

Brand origin and history

Product categories

  • Women’s dresses, shoes, and trendy handpicked styles (Celina the Label website (brand domain))
  • Large discounts advertised, with claims of up to 70% off (YouTube investigation)
  • Free worldwide shipping promoted on the website

Target audience

  • Fashion-conscious women in the Middle East and globally
  • Shoppers drawn to social media advertising (Instagram, TikTok)
  • Customers seeking affordable trendy clothing with fast shipping
The catch

A brand that claims a 2020 start but registered its domain in 2024 raises a red flag—it may be operating under a new name or relaunch, making its legacy hard to verify. Buyers should treat those “founded in 2020” claims as unconfirmed.

The catch underscores the need for caution when interpreting brand longevity claims.

Is Selena the Label a legitimate company?

Note the name switch: the question in search results often uses “Selena the Label,” while the actual brand is “Celina the Label.” This confusion itself is a red flag. Legitimacy depends on which name you check—the Better Business Bureau (BBB) has a profile for “Selena The Label USA,” not for Celina the Label. Let’s look at the evidence.

Trustpilot reviews

  • Trustpilot lists Celina the Label with a 3.3 out of 5 stars rating based on 16 reviews, all of which are positive (Trustpilot profile (review aggregator))
  • Reviews began appearing only in March 2025, despite the brand claiming a 2020 launch (YouTube investigation)
  • All 16 reviews are 5-star, which is statistically unusual for a brand with thousands of claimed customers

BBB ratings

  • BBB has a profile for “Selena The Label USA” (different spelling) that is not accredited and has unresolved complaints (Better Business Bureau profile (consumer agency))
  • No BBB profile exists for “Celina the Label” as an accredited business

Social media presence

Why this matters

The gap between brand claims and actual registration records, plus the mismatch between BBB listings and the brand name, suggests that Celina the Label may be operating with limited accountability. Customers should expect higher risk than from an established retailer.

This pattern suggests that buyer beware is the smartest approach.

Where is Celina the Label located?

Finding a physical address for an online-only brand is often tricky. Celina the Label’s Instagram bio mentions “Riyadh & Dubai,” but that doesn’t guarantee a storefront.

Headquarters

  • Instagram bio lists Riyadh, Saudi Arabia, and Dubai, UAE (Instagram account (social media))
  • No verified office address appears on the website or in public records
  • Domain registration privacy settings hide the registrant’s physical location (YouTube investigation)

Shipping origins

  • The brand advertises free worldwide shipping, but the origin country is not clearly stated on the website
  • Customer reports on TikTok suggest items may ship from China or other low-cost manufacturing hubs (TikTok user @crystalmfrank)

Physical store availability

  • No physical stores confirmed anywhere
  • Brand operates exclusively online
  • A potential store in Dubai has not been verified by independent sources
Bottom line: Celina the Label markets a Riyadh/Dubai presence but provides no verifiable address. For shoppers in the UAE or Saudi Arabia, the inability to visit a store or confirm local operations adds uncertainty. International buyers should factor in longer shipping times and less recourse if something goes wrong.

The lack of a verifiable base adds risk for international shoppers.

Who owns the brand Celina?

Ownership is one of the least transparent aspects of this brand. Unlike established fashion labels that publicly list their founders, Celina the Label keeps its ownership private.

Founder information

  • No public founder name is available on the website or social media
  • Brand description on Trustpilot says it was “created from a deep love for style, creativity, and self-expression” but does not name the founder (Trustpilot profile)
  • Business registration records are not publicly linked to the brand name in Saudi Arabia or UAE databases

Company structure

  • Private ownership, no public filings
  • Facebook page history suggests the brand may have changed names or ownership over time (Facebook page (social media))
  • The 2013 Facebook page with multiple name changes indicates the brand may be a repurposed or resold entity
The trade-off

Anonymous ownership often means less accountability for customer service issues. For a fashion brand asking for your payment details, this opacity should give pause, especially when combined with suspicious domain registration.

Anonymous ownership limits recourse for unhappy customers.

What do customer reviews say about Celina the Label?

Customer feedback is mixed and heavily polarized. The official channels show only positive reviews, while independent platforms and social media tell a different story.

Trustpilot overview

  • 16 reviews, all 5-star, as of March 2025 (Trustpilot profile)
  • Brand claims “16,000 users have loved their items,” but Trustpilot reviews represent only 0.1% of that number (YouTube investigation)
  • Reviews are recent (March 2025) and do not reflect a long history

Social media feedback

  • Instagram comments appear mostly positive, but moderation may filter negative ones
  • TikTok features critical videos: user @crystalmfrank posted “Did I Get Scammed in Fashion?” alleging she never received her order (TikTok user @crystalmfrank)
  • Reddit threads mention the brand in the context of “scam alerts” but no dedicated review thread exists

Common complaints

  • Items not received after payment (TikTok user @crystalmfrank)
  • Product images appear to be stolen from other fashion sites (YouTube investigation)
  • Misleading sales tactics (discounts that change after adding to cart)
  • Difficulty contacting customer service

“Founded in 2020, Celina the Label was created from a deep love for style, creativity, and self-expression.”

— Celina the Label brand description, Trustpilot profile (review aggregator)

“I ordered two dresses and never received them. The tracking number never updated. I tried contacting them multiple times—no reply.”

— TikTok user @crystalmfrank, customer video (social media)

Upsides

  • Free worldwide shipping
  • Heavily discounted prices (up to 70% off)
  • Active social media presence with new arrivals
  • All 16 Trustpilot reviews are 5-star (though few)

Downsides

  • No physical store or verifiable address
  • Owner identity hidden
  • Domain registered in 2024 despite claiming 2020 founding
  • Customer complaints of non-delivery and poor support
  • BBB accreditation missing for correct brand name
  • Product images suspected to be stolen from other sites
  • Only 16 Trustpilot reviews despite claiming 16,000 customers
What to watch

The gap between the brand’s claimed 16,000 fans and its tiny review base is a warning sign. Customers should verify product images using reverse image search and check multiple review platforms before purchasing.

The disparity between marketing claims and customer reports is a key warning.

Additional sources

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Frequently asked questions

Is Celina the Label a scam?

Not definitively proven as a scam, but multiple red flags exist: domain registration after claimed founding year, few reviews versus large claimed audience, unresolved customer complaints, and no verified physical location. Proceed with caution.

How long does shipping take?

The brand advertises free worldwide shipping but does not clearly state delivery timelines. Customer reports vary; some claim delays of several weeks.

What is the return policy?

Return policy details are not prominently displayed on the website. Some customers report difficulty obtaining refunds or return labels.

Does Celina the Label have a physical store?

No confirmed physical stores. The brand operates exclusively online despite mentioning Riyadh and Dubai in its Instagram bio.

Can I order from Celina the Label outside of Saudi Arabia/UAE?

Yes, the brand advertises worldwide shipping. However, international customers may face higher risks regarding delivery and refunds.

How can I contact customer service?

Contact methods are limited. The website offers a contact form, but response times are reportedly slow. No phone number or live chat is listed.

Is Selena the Label the same as Celina the Label?

Difficult to confirm. A BBB profile exists for “Selena The Label USA” with a different address. The similarity may cause confusion, but they appear to be separate entities.

The evidence points to a brand that markets itself as a legitimate fashion label but falls short on transparency. Buyers in the Middle East and globally should weigh the low prices against the risk of non-delivery or poor quality. For fashion shoppers in Riyadh and Dubai, the decision is clear: if you cannot verify the seller’s address or find consistent positive reviews beyond a handful of recent ones, your money is safer elsewhere.

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