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| Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | 2019 |
| Founder | Sylvia Fu |
| Headquarters | Singapore |
| 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, 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.
Products
SHEGLAM cosmetics including foundations, eyeshadows, lipsticks, and skincare items. Many of the brand's products are cruelty-free
Its catalog includes:
- 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 later expanded to Europe, the Middle East and Australia.
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 feature SHEGLAM products in makeup tutorials and reviews.
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).
In September 2022 the company held a joint promotion with the Harry Potter franchise, and in November 2022 held a pop-up event with American actress and singer Ashley Tisdale.
References
- ^ "NB100 Awards: SHEGLAM - NewBeauty". NEWBEAUTY. 17 October 2024.
- ^ "Just How Big Is Shein's Flagship Beauty Brand, SheGlam?". Women's Wear Daily. 18 June 2024.
- "5 Makeup Trends That Will Take Over TikTok—and How To Execute Them". stylecaster. 22 September 2021. Retrieved 20 September 2024.
- "Cruelty Free". Sheglam. Retrieved 20 September 2024.
- ^ "SHEGLAM celebrates stunning growth in the GCC". Zawya (Press release). 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.
- "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 (Press release). 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.