Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | 2019 |
| Founder | Sylvia Fu1 |
| Headquarters | |
Area served | Global |
| Products | Makeup, Skincare |
| Parent | SHEIN |
| Website | SHEGLAM |
SHEGLAM is a cosmetics brand that was launched in 2019 by the e-commerce company SHEIN,2 Founded in Singapore, SHEGLAM uses direct-to-consumer business model. The brand markets to young consumers via social media platforms such as Instagram, TikTok, and YouTube, where influencers promote its products.31
Products
SHEGLAM cosmetics including foundations, eyeshadows, lipsticks, and skincare items. The brand is Leaping Bunny certified and its products are cruelty-free42
Its catalog includes:2
- Face: foundations, concealers, primers, blushes, bronzers, highlighters, setting powders, and setting sprays
- Eyes: eyeshadow palettes, eyeliners, mascaras, brow gels, and lashes
- Lips: lipsticks, lip liners, glosses, and liquid lipsticks
- Tools: makeup brushes, sponges, and other beauty tools
Marketing and growth
SHEGLAM initially focused its marketing efforts on the US market, but by 2023 had expanded to Europe, the Middle East and Australia.25
SHEGLAM made its brick and mortar debut at the UAE's Mall of the Emirates in November 2023 at department store Centrepoint. As of June 2024 it had over 150 stores in the Gulf Cooperation Council (GCC).5
In September 2022 the company held a joint promotion with the Harry Potter franchise,6 and in November 2022 held a pop-up event with American actress and singer Ashley Tisdale.7
References
References
- "How Founder Sylvia Fu Broke Barriers in the Affordable Beauty Space". Marie Claire.
- "Just How Big Is Shein's Flagship Beauty Brand, SheGlam?". Women's Wear Daily. 18 June 2024.
- "The Rise of SHEGLAM as a Beauty-Industry Superstar". Elle.
- "SHEGLAM Earns Cruelty Free International Leaping Bunny Programme Approval". PR Newswire. 1 November 2022. Retrieved 20 September 2024.
- "SHEGLAM celebrates stunning growth in the GCC". Zawya (Press release). Retrieved 20 September 2024.
- "Tim Burton's The Corpse Bride Has Arrived In a New Makeup Collection". allure. Retrieved 20 September 2024.
- "Ashley Tisdale Goes Western in Cowboy Boots & Blazer Dress for Sheglam's Glam House Pop-Up Event". Footwear News. Retrieved 20 September 2024.