SHEGLAM is a

cosmetics Cosmetics are substances that are intended for application to the body for cleansing, beautifying, promoting attractiveness, or altering appearance. They are mixtures of chemical compounds derived from either Natural product, natural source ...

brand that was launched in 2019 by the

e-commerce E-commerce (electronic commerce) refers to commercial activities including the electronic buying or selling products and services which are conducted on online platforms or over the Internet. E-commerce draws on technologies such as mobile co ...

company

SHEIN Shein ( ; styled as SHEIN; zh, s=希音, p=Xīyīn) is a global e-commerce platform specializing in fast fashion. While the company primarily focuses on women's clothing, it also offers men's apparel, children's wear, accessories, cosmetics, ...

, Founded in

Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...

, SHEGLAM uses direct-to-consumer business model. The brand markets to young consumers via social media platforms such as

Instagram Instagram is an American photo sharing, photo and Short-form content, short-form video sharing social networking service owned by Meta Platforms. It allows users to upload media that can be edited with Social media camera filter, filters, be ...

TikTok TikTok, known in mainland China and Hong Kong as Douyin (), is a social media and Short-form content, short-form online video platform owned by Chinese Internet company ByteDance. It hosts user-submitted videos, which may range in duration f ...

, and

YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...

, where

influencer A social media influencer, or simply influencer (also known as an online influencer), is a person who builds a grassroots online presence through engaging content such as photos, videos, and updates. This is done by using direct audience intera ...

s promote its products.

Products

SHEGLAM cosmetics including

foundations Foundation(s) or The Foundation(s) may refer to: Common uses * Foundation (cosmetics), a skin-coloured makeup cream applied to the face * Foundation (engineering), the element of a structure which connects it to the ground, and transfers loads f ...

, eyeshadows,

lipstick Lipstick is a cosmetics, cosmetic product used to apply coloration and texture to lips, often made of wax and oil. Different pigments are used to produce color, and minerals such as silica may be used to provide texture. The use of lipstick ...

s, and

skincare Skin care or skincare is the practice of maintaining and improving the health and appearance of the skin. It includes washing, moisturizing, protecting from the sun, and treating skin problems like acne and dryness. Skin care can help prevent i ...

items. The brand is

Leaping Bunny Cosmetic testing on animals is a type of animal testing used to test the safety and hypoallergenic properties of cosmetic products for use by humans. Since this type of animal testing is often harmful to the animal subjects, it is opposed by ...

certified and its products are

cruelty-free In the animal rights movement, cruelty-free is a label for products or activities that do not harm or kill animals anywhere in the world. Products animal testing, tested on animals or made from animals are not considered cruelty-free, since these ...

Its catalog includes: * Face: foundations, concealers, primers, blushes,

bronzer Sunless tanning refers to the effect of a sun tanning, suntan without exposure to the Sun. Sunless tanning involves the use of #Oral agents, oral agents (carotenids), or creams, lotions or sprays applied to the skin. Skin-applied products may be ...

highlighter A highlighter, also called a fluorescent pen, is a type of writing device used to bring attention to sections of text by marking them with a vivid, translucent colour. A typical highlighter is fluorescent yellow, with the colour coming from pyra ...

s, 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 Sponges or sea sponges are primarily marine invertebrates of the animal phylum Porifera (; meaning 'pore bearer'), a basal clade and a sister taxon of the diploblasts. They are sessile filter feeders that are bound to the seabed, and ar ...

, and other beauty tools

Marketing and growth

SHEGLAM initially focused its marketing efforts on the US market, but later expanded to

Europe Europe is a continent located entirely in the Northern Hemisphere and mostly in the Eastern Hemisphere. It is bordered by the Arctic Ocean to the north, the Atlantic Ocean to the west, the Mediterranean Sea to the south, and Asia to the east ...

, the

Middle East The Middle East (term originally coined in English language) is a geopolitical region encompassing the Arabian Peninsula, the Levant, Turkey, Egypt, Iran, and Iraq. The term came into widespread usage by the United Kingdom and western Eur ...

and

Australia Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...

. SHEGLAM made its

brick and mortar Brick and mortar (or B&M) is an organization or business with a physical presence in a building or other structure. The term ''brick-and-mortar business'' is often used to refer to a company that possesses or leases retail shops, factory produc ...

debut at the

UAE The United Arab Emirates (UAE), or simply the Emirates, is a country in West Asia, in the Middle East, at the eastern end of the Arabian Peninsula. It is a federal elective monarchy made up of seven emirates, with Abu Dhabi serving as i ...

Mall of the Emirates Mall of the Emirates () is a shopping mall in Dubai. Developed and owned by Majid Al Futtaim Group, it opened in November 2005 and is located at interchange four on Sheikh Zayed Road. The multi-level shopping mall currently features more than 630 ...

in November 2023 at department store Centrepoint. it had over 150 stores in the

Gulf Cooperation Council The Cooperation Council for the Arab States of the Gulf (), also known as the Gulf Cooperation Council (GCC; ), is a Regional integration, regional, intergovernmental organization, intergovernmental, political, and economic union comprising Ba ...

(GCC). In September 2022 the company held a joint promotion with the

Harry Potter ''Harry Potter'' is a series of seven Fantasy literature, fantasy novels written by British author J. K. Rowling. The novels chronicle the lives of a young Magician (fantasy), wizard, Harry Potter (character), Harry Potter, and his friends ...

franchise, and in November 2022 held a pop-up event with American actress and singer

Ashley Tisdale Ashley Michelle Tisdale (born July 2, 1985) is an American actress and singer. During her childhood, she was featured in over 100 advertisements and had minor roles on-screen and in theatre. She achieved mainstream success as Maddie Fitzpatric ...

.{{Cite news , title=Ashley Tisdale Goes Western in Cowboy Boots & Blazer Dress for Sheglam's Glam House Pop-Up Event, url=https://footwearnews.com/fashion/celebrity-style/ashley-tisdale-blazer-dress-knee-high-boots-sheglam-1203368599/, website=

Footwear News ''Footwear News'' (sometimes referred to as ''FN'') is a weekly print publication on the topic of women's, men's, and children's footwear. Founded in 1945, its coverage is for the fashion design and fashion retail industries. It was originally p ...

, access-date=20 September 2024

References

External links

Official website
Cosmetics brands

Products

Marketing and growth

See also

References

External links