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.[3][1]
SHEGLAM cosmetics including foundations, eyeshadows, lipsticks, and skincare items. The brand is Leaping Bunny certified and its products are cruelty-free[4]
Its catalog includes:[2]
SHEGLAM initially focused its marketing efforts on the US market, but by 2023 had expanded to Europe, the Middle East and Australia.[2][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 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]
