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SHEGLAM is a cosmetics brand that was launched in 2019 by the e-commerce company SHEIN,[1] Founded in Singapore, SHEGLAM uses SHEIN's supply chain and direct-to-consumer business model. The brand markets to young consumers via social media platforms such as Instagram, TikTok, and YouTube, where influencers[who?] promote its products.[2][non-primary source needed]
| Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | 2019 |
| Founder | SHEIN |
| Headquarters | |
Area served | Global |
| Products | Makeup, Skincare |
| Parent | SHEIN |
| Website | SHEGLAM |
Products
editSHEGLAM cosmetics including foundations, eyeshadows, lipsticks, and skincare items. Many of the brand's products are cruelty-free[3][non-primary source needed][1]
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
editSHEGLAM initially focused its marketing efforts on the US market, but later[when?] expanded to Europe, the Middle East and Australia.[4][non-primary source needed]
SHEGLAM has adopted a digital first marketing strategy, relying heavily on social media influencers[who?] and online platforms to promote its products. The brand collaborates with beauty influencers[who?] and content creators[who?], who feature SHEGLAM products in makeup tutorials and reviews.[5]
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[update] it had over 150 stores in the Gulf Cooperation Council (GCC).[4]
In September 2022 the company held a joint promotion with the Harry Potter franchise,[6][7][non-primary source needed] and in November 2022 held a pop-up event with American actress and singer Ashley Tisdale.[8]
References
edit- ^ a b "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.
- ^ a b "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.