What SHEGLAM does

SHEGLAM is a Singapore-headquartered, privately held global beauty brand founded in 2019 by Sylvia Fu. The company manufactures and sells affordable cosmetics, skincare-adjacent makeup, hair products, and beauty tools across face, eyes, lips, and accessories categories. Products are priced from approximately $3.99 to $166.19, with most core SKUs in the $5–$15 range, and are developed through a five-stage process with 50+ quality tests at manufacturing partners in Korea, Japan, and Italy. SHEGLAM holds Leaping Bunny cruelty-free certification and competes on accessible price points with quality claims that historically belonged to premium brands.

The company's business model is direct product sales through a multi-channel distribution architecture: a direct-to-consumer e-commerce site (sheglam.com), third-party marketplaces (Amazon, SHEIN, Shopee), and physical retail partnerships, with the flagship Kmart Australia exclusivity launching 197 products in April 2026. The go-to-market motion is product-led and social-first, leveraging viral TikTok presence, influencer storytelling, and licensed entertainment collaborations (Harry Potter, Rick and Morty, The Matrix Resurrections) rather than traditional advertising. This no-advertising model redirects marketing budgets into product quality and shade-range breadth.

SHEGLAM has scaled rapidly: over 7,000 stores across more than 15 countries since 2023, presence in 150+ countries, and over 100 million products sold globally in 2024. The customer base is dominated by Gen Z consumers (15–25) and adjacent Millennial buyers seeking affordable, cruelty-free, trend-driven beauty. The company maintains a lean 51–100 employee footprint, operates without disclosed external funding, and has not announced acquisitions, M&A activity, or leadership changes — suggesting founder-led, organically financed growth through retail partnerships and digital commerce channels.

Name

SHEGLAM

Legal name

SHEGLAM

Website

https://sheglam.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

SHEGLAM is a Singapore-headquartered, privately held beauty brand founded in 2019 that sells affordable cosmetics, hair products, and beauty tools across 150+ countries via DTC, Amazon, SHEIN, Shopee, and physical retail partners, targeting Gen Z and Millennial consumers with cruelty-free, trend-driven products.

Ownership category

akta.pro rank

Product category

Affordable Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industry

Skincare Sets, Kits & Travel Sizes (CRABAAAL)

Keywords

• Affordable cosmetics
• Cruelty-free makeup
• Beauty tools accessories
• Licensed collaboration collections
• Social commerce beauty

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: SHEGLAM generates revenue through direct sales of cosmetics and beauty products via its e-commerce platform (sheglam.com) and retail partnerships. Products are sold at various price points ranging from $3.99 to over $100 for premium sets. The company operates without traditional advertising, reinvesting savings into product quality.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

SHEGLAM manufactures and sells affordable, cruelty-free cosmetics, skincare-adjacent makeup, and beauty accessories (face, eyes, lips, tools, and hair products) under its own brand, plus licensed entertainment collaborations (Harry Potter, Rick and Morty, The Matrix Resurrections). Products are sold direct-to-consumer via sheglam.com and through major marketplace and retail partners, with prices typically ranging from $3.99 to about $166 for premium licensed collection sets.

Product overview

SHEGLAM is a global beauty brand offering bold, affordable, high-quality cosmetics and hair products. The product portfolio spans multiple categories including face makeup (foundations, concealers, primers, blushes, highlighters, contours, setting powders/sprays), eye makeup (mascaras, eyeshadows, eyeliners), lip products (lipsticks, lip glosses, lip liners, lip masks), and beauty tools. The brand operates through licensed collaborations with major entertainment franchises including Harry Potter, Rick and Morty, and The Matrix Resurrections, alongside its core branded collections. SHEGLAM positions itself as an affordable, cruelty-free beauty brand targeting Gen Z and Millennials, with a digital-first, social commerce strategy. Products are available through the direct-to-consumer website, major retail partners (Amazon, SHEIN, Shopee), and expanded into physical retail with partnerships like Kmart Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Crystal Intention Collection A curated makeup collection featuring SHEGLAM's crystal-themed aesthetic, showcased prominently on the SHEGLAM homepage; targeted at Gen Z and Millennial consumers seeking on-brand trending looks.
• Harry Potter X SHEGLAM Collection Licensed collaboration collection featuring Harry Potter-themed makeup products including a Full Collection Set, highlighter, blush, lip mask, eyeshadow palette, and lip products, sold to fans of the franchise at accessible price points.
• Rick and Morty X SHEGLAM Collection Licensed collaboration collection featuring Rick and Morty-themed makeup products including a Full Collection Set, lip glosses, highlighter, primer, and baked color palette, targeted at fans of the franchise.
• The Matrix Resurrections X SHEGLAM Full Collection Set Licensed collaboration featuring The Matrix Resurrections-themed makeup Full Collection Set, targeted at fans of the franchise at an accessible price point.
• Skin Sync Satin Foundation Liquid foundation designed specifically for dry winter skin with a satin finish and moisturizing ingredients, available in 36 shade options; targeted at consumers seeking affordable, skin-friendly base makeup.
• Skinfinite Hydrating Foundation Hydrating foundation offered in multiple shade variants including Fair, targeted at consumers seeking moisture-focused base makeup at an affordable price point.
• Primer Essentials Collection Collection of face primers including a smooth-and-blur primer, an ultra-hydrating primer, and a grip hydrating primer, sold individually or as part of the primer assortment at affordable price points.
• Hideaway Full-Coverage Concealer Full-coverage concealer from the brand's face makeup line, marketed as a new arrival for everyday complexion coverage.
• Sun Sculpt Liquid Contour Liquid contour product in Soft Tan shade, part of SHEGLAM's face makeup collection, priced affordably for contouring and sculpting.
• Color Bloom Liquid Blush Liquid blush with matte finish in the Love Cake shade, sold as an affordable face makeup product for everyday cheek color.
• Glowchi Bouncy Highlighter Bouncy-texture highlighter available in Powdered Sugar and Custard shades, positioned as an affordable glow product.
• Lock'd In Setting Spray Setting spray priced at $6.79 to lock in makeup as a final step in the face makeup routine.
• Hydro-Touch Refreshing Setting Powder Refreshing setting powder priced at $8.99 for finishing and mattifying makeup.
• Lashlighter Mascara Collection Mascara collection including the Lashlighter Up & Out Mascara and the All-In-One Volume & Length Mascara in Waterproof Macchiato, targeted at consumers seeking affordable lash products.
• Prismalight Baked Gelee Eyeshadow Duo Baked gelee eyeshadow duo in the Quartz Rising shade, sold as an affordable eye makeup product.
• Boldline Longwear Multi-Function Gel Liner Longwear multi-function gel eyeliner in Black, positioned as an entry-level price point eye makeup product.
• Crystal Jelly Glaze Stick Lip product with a jelly glaze finish, offered in multiple shades including Satin Suede, Starlit Silver, and Champagne Gleam at $7.99 each.
• Marshmallow Puff Lip Blur Pen Lip blur pen available in shades including 111 High-Key and 136 Blush Whip, providing a soft blurred lip finish at an accessible price point.
• SHEGLAM Hair Products Hair care and styling product line under the SHEGLAM brand, sold through the dedicated Hair collection page alongside cosmetics.
• Beauty Tools Beauty tools and accessories including brushes, applicators, and other makeup tools sold through the SHEGLAM Beauty Tools category.

Quantifiable outcome

• Sold over 100 million products globally in 2024
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Kmart AustraliacoreChannel Partner/ Reseller/ Distributor · 27 April 2026SHEGLAM launched a 197-product collection exclusively into Kmart stores across Australia nationwide from April 27. This retail partnership represents a major expansion into physical retail for the brand in Australia, translating online viral hype into in-store demand through an integrated campaign featuring retail activations.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a major e-commerce marketplace partner for SHEGLAM, enabling global product distribution and accessibility through Amazon's logistics infrastructure.
• SHEINcoreChannel Partner/ Reseller/ DistributorPartnership with SHEIN extends SHEGLAM's reach to fashion-forward consumers on the SHEIN platform, leveraging cross-promotional opportunities between fashion and beauty categories.
• ShopeecoreChannel Partner/ Reseller/ DistributorRegional marketplace partnership across Asia-Pacific markets through Shopee platform, enabling localized e-commerce presence in key growth markets.
• Korean ManufacturerscoreStrategic or Co-development PartnerWorld-class manufacturing partnerships in Korea, Japan, and Italy enable SHEGLAM to deliver high-quality products while maintaining competitive pricing. These partnerships are central to the brand's quality assurance strategy.
• Japanese ManufacturerscoreStrategic or Co-development PartnerPartnership with Japanese manufacturing facilities brings precision engineering and quality standards associated with Japanese production to SHEGLAM's product development.
• Italian ManufacturerscoreStrategic or Co-development PartnerItalian manufacturing partnerships bring European quality standards and luxury cosmetic formulation expertise to SHEGLAM's product portfolio.
• Licensed Entertainment FranchisesflagshipGTM or Marketing PartnerSHEGLAM has established licensing partnerships with major entertainment franchises including Harry Potter, Rick and Morty, and The Matrix. These collaborations generate limited-edition product collections that drive brand awareness, social media buzz, and sales among fan communities.

Scale indicators6 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• Morphe Cosmetics: Morphe is a direct peer in affordable color cosmetics with strong influencer and creator-marketing heritage. Both brands target similar consumer demographics with artist-friendly, affordable makeup products.
• ColourPop Cosmetics: ColourPop is a direct peer in affordable, trend-driven color cosmetics with strong Gen Z appeal and viral social media-driven launches. Both brands operate in the same $5-$15 mass-market pricing tier with similar online distribution models.
• e.l.f. Beauty: e.l.f. Beauty is the closest direct competitor to SHEGLAM, offering affordable, cruelty-free cosmetics targeted at Gen Z and Millennial consumers. Both brands compete on accessible price points and digital-first marketing strategies.
• Wet n Wild: Wet n Wild is a long-standing affordable cosmetics brand competing in the same value-tier color cosmetics segment. Both brands target price-sensitive Gen Z and Millennial consumers through drugstore and mass retail channels.
• NYX Professional Makeup: NYX is an L'Oréal-owned mass-market color cosmetics brand targeting Gen Z and Millennial consumers. Both brands compete across face, eye, and lip categories at accessible price points with strong social media positioning.
• BH Cosmetics: BH Cosmetics is a direct peer in affordable, trend-driven color cosmetics with a strong e-commerce presence. Both brands operate at similar mass-market price points targeting younger consumers.
• Revolution Beauty: Revolution Beauty is a UK-based affordable cosmetics brand targeting similar Gen Z and Millennial demographics. Both brands emphasize cruelty-free positioning and trend-driven product launches at mass-market price points.

Broad incumbents

• Maybelline New York: Maybelline is a L'Oréal-owned mass-market cosmetics incumbent with broad category coverage including face, eye, and lip products. Both compete in the affordable color cosmetics tier, but Maybelline has deeper mass retail penetration and brand legacy.
• Fenty Beauty: Fenty Beauty is a broader incumbent in inclusive color cosmetics, also targeting Gen Z and Millennial consumers. Fenty operates in a higher price tier but competes for the same trend-driven consumer base and shelf space.

Regional players

• Kiko Milano: Kiko Milano is an Italian affordable cosmetics brand with strong European and global retail presence. Both brands share an Italian manufacturing heritage and operate in the mass-market color cosmetics category, though Kiko has deeper European physical retail footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sheglamofficial
• Facebookfacebook.com/SHEGLAMOFFICIAL

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SHEGLAM