SHEGLAM
| File:SHEGLAM LOGO.webp | |
| Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | 2019 |
| Founder | SHEIN |
| Headquarters | |
Area served | Global |
| Products | Makeup, Skincare |
| Parent | SHEIN |
| Website | SHEGLAM |
SHEGLAM is a global cosmetics brand that was launched in 2019 by the e-commerce company SHEIN,[1] primarily known for its affordable beauty products. The brand quickly gained popularity due to its online-focused distribution model, offering a wide range of makeup and skincare products at low prices. It operates under the "fast beauty" model[2], which mirrors the "fast fashion" approach employed by its parent company.[3]
History
SHEGLAM was introduced as a subsidiary of SHEIN, with the aim of expanding the company's presence beyond fashion into the beauty industry. Founded in Singapore, SHEGLAM leverages SHEIN's vast supply chain and direct-to-consumer business model to offer competitively priced products. The brand quickly became popular among young consumers, particularly due to its active presence on social media platforms such as Instagram, TikTok, and YouTube, where influencers often promote its products.[4]
Global Expansion
SHEGLAM initially focused its marketing efforts on the U.S. market, but soon expanded to other regions, including Europe, the Middle East and Australia.[5]
Products
SHEGLAM offers a wide range of cosmetics, including foundations, eyeshadows, lipsticks, and skincare items. The brand is particularly known for its inclusive range of foundation shades and frequent product releases, reflecting the fast-paced nature of trends in the beauty industry. Many of the brand's products are cruelty-free,[6] and it has received praise for its commitment to accessible pricing while still maintaining quality.[1]
Product Line
SHEGLAM's product offerings include an extensive range of makeup products, often inspired by the latest beauty trends. Its catalog covers nearly every aspect of cosmetics, such as:
- 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 has adopted a digital first marketing strategy, relying heavily on social media influencers and online platforms to promote its products. The brand collaborates with beauty influencers and content creators, who often feature SHEGLAM products in makeup tutorials and reviews. This approach has enabled SHEGLAM to rapidly increase its visibility, particularly among younger audiences.[7]
SHEGLAM has also diversified its product offerings to include skincare items, further expanding its market reach. The brand’s growth mirrors the rise of e-commerce as a dominant channel for beauty purchases, especially during the COVID-19 pandemic.
SHEGLAM made its brick-and-mortar debut at the UAE's Mall of the Emirates in November 2023 at department store Centrepoint. And it has over 150 stores across the GCC now.[8][1]
Advertising
SHEGLAM not only collaborating with well-known IPs like Harry Potter,[9][10] but also frequently invites celebrities to participate in their offline pop-up events.[11]
See also
References
- ^ a b c "Chinese beauty upstart SHEGLAM threatens established brands as it claims UAE, Gulf market leadership, CEO reveals". Arabian Business. Retrieved 20 September 2024.
- ^ "Just How Big Is Shein's Flagship Beauty Brand, SheGlam?". Women's Wear Daily. 18 June 2024.
- ^ "What France's crackdown on Shein and Temu means for global ultra-fast fashion". BBC. Retrieved 2024-09-20.
- ^ "5 Makeup Trends That Will Take Over TikTok—and How To Execute Them". stylecaster. 22 September 2021. Retrieved 20 September 2024.
- ^ "SHEGLAM celebrates stunning growth in the GCC". Zawya. Retrieved 20 September 2024.
- ^ "Cruelty Free". Retrieved 20 September 2024.
- ^ "Beauty Recreate some of the fall's hottest makeup looks with SHEGLAM". Emirates Woman. 16 August 2020. Retrieved 20 September 2024.
- ^ "SHEGLAM celebrates stunning growth in the GCC". Zawya. Retrieved 20 September 2024.
- ^ "Tim Burton's The Corpse Bride Has Arrived In a New Makeup Collection". allure. Retrieved 20 September 2024.
- ^ "Get Ready to Be Spellbound! SHEGLAM Unveils the Magical Harry Potter™ Color Collection For All Witches Wizards and Muggles". PR Newswire. 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.