This goes with out saying, however the magnificence market is oversaturated with hundreds of merchandise from a whole bunch of manufacturers. Nonetheless, there are a choose few that stand out from the group, providing unmatched high quality and worth that leaves an enduring impression. SHEGLAM is a kind of manufacturers—it rose to fame in what looks like a flash, however has made its mark on make-up routines in every single place. Identified for its affordability and extremely pigmented formulation, it is simple to see why this model has appealed to so many individuals. With international recognition, dozens of viral merchandise, and spectacular collaborations, SHEGLAM has single-handedly refuted the assertion, ‘you get what you pay for,’ by giving consumers a lot extra.
SHEGLAM was based in 2019 by Sylvia Fu, who’s made it her mission to maintain prospects on the forefront. Whereas this will likely sound like an apparent enterprise aim, Fu has gone above and past by touring to over 50 international locations to find the right way to make the model as globally inclusive as doable. This dedication is obvious within the model’s certifications (ahem, Leaping Bunny Licensed), in-house analysis and improvement workforce, and inclusive vary of pigments and formulation. To conduct a correct deep dive on SHEGLAM, I went on to the supply. Fu let me decide her mind on every little thing from product improvement and model collaborations to social media virality. Uncover why SHEGLAM is the model to observe under.
SHEGLAM was based about 5 years in the past now—what have been some nonnegotiables you had when constructing this model?
Sylvia Fu: Actually, from day one, it is at all times been about our shoppers. We actually take heed to them—by way of analysis, surveys, or simply speaking [to them]—and what we heard is they do not simply need reasonably priced merchandise. They need high quality, enjoyable, and one thing that really works.
One other large factor for us is staying true to our “fantastically reasonably priced, affordably lovely” motto. We consider everybody ought to have entry to nice make-up with out compromising on high quality. For us, make-up is about wanting good and feeling assured, but additionally having enjoyable and being inventive. So, we’re at all times pushing to make merchandise that do each.
Are you able to stroll me by way of the model’s method to product improvement? What are some widespread misconceptions that individuals have about that course of?
Our product improvement at SHEGLAM is all about our shoppers. We begin by diving into surveys, suggestions, and one-on-one chats to know what folks really need. We’re not simply chasing developments—we’re centered on fixing actual wants. We mix these insights with cutting-edge analysis from prime labs in Italy and Korea, and I even journey myself to select the perfect elements to maintain us forward of the sport. We additionally regulate international magnificence developments and viral appears to be like on social media. Our workforce has energetic brainstorming classes the place lots of our concepts come immediately from our prospects.
In the case of manufacturing, we do not skimp on high quality. Every product goes by way of thorough testing with completely different pores and skin tones and as much as 12 high quality checks, assembly the best international requirements. And even after a product launches, we’re at all times refining primarily based on what our prospects inform us. A standard false impression is that product improvement is a fast course of or that corners are minimize, but it surely’s truly an in depth and ongoing course of to ensure we’re at all times delivering the perfect for our prospects.
Affordability is without doubt one of the key pillars of SHEGLAM’s ethos. Inform me concerning the significance of sustaining this value level.
Affordability is basically necessary to us at SHEGLAM. We needed to ensure our make-up is not only accessible but additionally feels high-end and enjoyable to make use of. From the beginning, we aimed to supply extra than simply budget-friendly merchandise; we needed them to really feel premium, from the design to how they carry out.
To maintain our costs down with out slicing corners, we give attention to good manufacturing and reduce advertising and marketing prices. Quite than pouring cash into adverts, we spend money on making our merchandise top-notch. With round 80% of our manufacturing automated, we will supply nice formulation and artistic designs at costs that everybody can get pleasure from. For us, affordability means ensuring everybody has entry to lovely, high-quality make-up with none trade-offs.
SHEGLAM’s first product additionally grew to become its finest vendor, what do you assume led to this international success so early on?
Our liquid blush took off for a number of causes. First, it is obtained this wonderful common enchantment—it really works nicely for thus many pores and skin varieties and tones, which is why our damaging evaluations are tremendous low, simply 1.5%. That is fairly uncommon in magnificence!
After we dropped the liquid blush in April 2020, we noticed the potential earlier than it grew to become a giant development. Plus, we added a enjoyable sponge applicator that made making use of it sort of an expertise, not only a routine. And, in fact, TikTok performed an enormous function. A viral video in 2020 actually kicked issues into excessive gear. The way in which TikTok can blow up developments helped our blush—and our entire liquid make-up line—take off globally. It was completely a game-changer for us.
We won’t speak about SHEGLAM’s success with out mentioning TikTok virality. Are you able to give our readers some perception into your social media technique?
TikTok has actually shaken issues up with its give attention to content material over follower depend. Our technique is all about creating merchandise that resonate with the youthful crowd—issues that aren’t simply useful but additionally enjoyable and shareable. Our workforce is unbelievable at recognizing developments and crafting content material that clicks. We’re fast to leap on new concepts, which helps us keep forward.
Our TikTok account, @SHEGLAM, with over eight million followers, is on the coronary heart of what we do. It is the place we check new content material, join with our international neighborhood, and tweak our technique primarily based on what works.
The make-up trade is so aggressive, with new launches continually. Inform me a bit of bit about what SHEGLAM does to set itself other than the competitors.
The make-up world is tremendous aggressive, however SHEGLAM stands out by genuinely involving our shoppers. We’re all about client co-creation, that means we maintain our neighborhood within the loop from begin to end. We take their suggestions severely and infrequently make updates primarily based on what they’re telling us. Lots of our merchandise have been refined a number of instances primarily based on their enter. We additionally regulate the information. Each week, we dig into surveys and social media to see what’s trending and what our prospects are enthusiastic about subsequent. This helps us keep recent and revolutionary.
Innovation is a giant a part of who we’re. We have made a reputation for ourselves with distinctive merchandise like our liquid blush with a sponge applicator and enjoyable gadgets like liquid contour and multi-chrome eyeliners. Our inventive collaborations with manufacturers like Willy Wonka and Harry Potter present how we mix enjoyable with operate. So, in a nutshell, we combine top-notch merchandise with real creativity and an actual connection to our prospects. That is what units us aside in such a crowded trade.
What are a few of your all-time favourite merchandise from the model?
Oh, I’ve obtained a number of must-haves! For my day by day routine, I am unable to go with out our Liquid Household merchandise—particularly the liquid contour and blush. They’ve turn out to be my go-to necessities. I additionally swear by our basis vary, with the inspiration balm being my favourite for spring and autumn. It provides such a easy, flawless base. I am an enormous fan of our multifunctional goodies just like the Brows On Demand 2-In-1 Forehead Pencil, the [Do It All] 2-in-1 Eyeliner, and the All-In-One Mascara. They’re good for switching up between completely different make-up appears to be like.
The Jazy Jigsaw Eyeshadow Palette is one other prime decide for me. The cool gray-brown shade is simply so versatile—nice for each on a regular basis put on and extra dramatic kinds.
And I am unable to overlook our Rick & Morty assortment! Rick’s Mind Blush and [the] Pickle Rick [Setting] Spray are a lot enjoyable and actually showcase our playful and artistic aspect. It is positively some of the thrilling collections we’ve put collectively!
Through the years, SHEGLAM has completed a number of unique collaborations with well-liked films and franchises. How do you determine who to collaborate with? What does that course of appear like?
All of it kicks off with our workforce—everybody here’s a make-up lover, so our brainstorming classes are fairly energetic. We toss round concepts, vote on what excites us, and see what feels proper for our model and our followers.
We additionally pay shut consideration to our neighborhood. Typically, they counsel collaborations we hadn’t considered, and if there’s a number of buzz, we positively take it severely. Subsequent, we take a look at the numbers to ensure the franchise has a superb attain and matches with our international viewers. We additionally take into consideration regional preferences, as what’s well-liked in a single place may not be in every single place.
Lastly, we guarantee that the collaboration matches SHEGLAM’s vibe—enjoyable, revolutionary, and reasonably priced. We would like each partnership to really feel real and true to each our model and the franchise. It is all about mixing ardour, neighborhood enter, and knowledge to seek out the right match.
What can consumers sit up for within the subsequent couple of years?
We have got some thrilling issues on the horizon! One main initiative is Pure Glam, the place we’re setting new requirements for clear magnificence by eradicating over 1,700 probably unsafe elements. By the top of 2025, we’re aiming for next-level clear standing to point out simply how dedicated we’re to security and high quality.
We’re additionally mixing skincare with cosmetics, creating merchandise that look nice and supply actual skincare advantages. We’re researching completely different pores and skin tones and wishes to make sure we meet various calls for successfully. Plus, we’re exploring new product classes, so there’s loads to get enthusiastic about. We’re at all times pushing the envelope to convey you probably the most revolutionary and thrilling merchandise. Keep tuned!
This story was initially revealed on Marie Claire.