Once seen as the fast-fashion newcomer of cosmetics, SHEGLAM has carved its own niche in the global beauty landscape. With viral formulas, collaborations with cultural icons and a strong pulse on digital culture, the brand has redefined what it means to be accessible yet aspirational. In this conversation with L’Officiel Arabia, Founder & CEO Sylvia Fu shares how SHEGLAM became one of the most talked-about beauty brands today, bringing a fresh surge of creativity and community in every product drop.
Delna Mistry Anand: The beauty world is evolving faster than ever. What according to you, truly helped SHEGLAM to stand out?
Sylvia Fu: Navigating the highly competitive global market requires both unwavering focus and continuous adaptation, a lesson learned from our challenging zero-to-one phase. Many brands either focus on luxury and exclusivity or offer affordable but basic options. SHEGLAM fills that gap by delivering high-performance, trend-driven cosmetics at accessible prices that marry innovation with cost efficiency. We stay relevant by listening closely to our consumers, adapting to market trends, and staying true to our core mission.
I believe our rapid growth comes down to a few key factors: our unique brand positioning, differentiated products, and the way we’ve harnessed platforms like TikTok. More importantly, it’s our ability to blend innovation, quality, and accessibility without compromise.
First, we’re an innovation-driven brand powered by creativity. Our young team of beauty enthusiasts is constantly pushing boundaries to create visually striking, high-performing products that align with what’s next in beauty. Viral hits like our Liquid Blush, Liquid Contour, Blush Stick, and Foundation Balm are great examples. We also keep things fun and fresh through collaborations with beloved cultural icons like Hello Kitty, Harry Potter and The Powerpuff Girls, each bringing something uniquely SHEGLAM to the table.
Second, we take quality seriously while keeping it accessible. We invest heavily in R&D and manufacture with the same globally certified factories trusted by prestige brands. This ensures our customers get innovative, high-performance formulas, without the luxury markup.
Third, we’re relentlessly customer-driven. We constantly listen to feedback across social platforms and e-commerce reviews to refine and even improve products post-launch. This responsiveness keeps us relevant and deeply connected to our community’s needs.
And of course, our success on TikTok has been a powerful accelerator, helping us reach new audiences, spark organic conversations, and build global visibility in ways traditional marketing couldn’t.
SHEGLAM has made a strong mark in the GCC, a region that’s already well known for its very well-informed beauty consumers. How did you approach this market?
SHEGLAM is strategically building a strong presence in the Gulf market by leveraging partnerships with established e-commerce platforms like Amazon, Centrepoint, and Noon, capitalizing on their well-developed logistics infrastructure. We differentiate ourselves through our innovative product design and engaging content, appealing to a younger, more trend-driven audience in the region.
Our product creativity is a key strength. We deliver diverse, fun concepts that have led to a strong presence on TikTok, with over 22 billion views under the #SHEGLAM tag. Our success on TikTok drives traffic and introduces us to new customers. At Centrepoint, 20% of SHEGLAM purchasers were new to the channel, highlighting our ability to attract a distinct customer base within the Gulf region.
By combining strategic partnerships, innovative products, and a strong social media presence, SHEGLAM offers a unique value proposition in the Gulf market: beautifully affordable products with a prestige feel and superior experience.
Building trust and loyalty in beauty takes time. How did SHEGLAM manage to do it so fast?
SHEGLAM gained consumer trust and built a large fanbase by prioritizing both high-quality product formulas and transparency. Our commitment to transparency and adherence to stringent quality and sustainability standards has helped us build trust, especially in regions with stricter regulatory expectations.
We also focus on creating a delightful and trustworthy experience from the moment a customer receives their order. This commitment, combined with our engaging social media presence and focus on responding to consumer feedback, has allowed us to cultivate a loyal following that appreciates our dedication to both quality and innovation.
TikTok has reshaped how brands connect with audiences. How do you approach collaborations and content on platforms like these?
TikTok functions very differently from traditional platforms like Instagram and YouTube. On those platforms, top influencers can sustain influence more easily, but TikTok is far more content-driven. The dynamics shift quickly and drastically, no one feels “safe.” New creators can rise overnight, which keeps the platform fresh and competitive.
For brands, this means agility is key. We constantly adapt to new trends and new voices, working with both established influencers and emerging creators. Ultimately, ROI doesn’t depend solely on whether a partner is “traditional” or “emerging.” It depends on what kind of content we create together. When the content aligns with the audience, both types of partnerships can deliver strong returns.
Which products are creating the biggest buzz right now?
The No.1 SHEGLAM Bestseller is the Liquid Family, which includes Color Bloom Blush, Glow Bloom Highlighter, and Sun Sculpt Contour. With its colour range and unique packaging, it reached 2 billion+ views online.
SHEGLAM also offers an array of additional products that are bound to captivate, including the All-In-One Volume & Length Mascara, which creates mesmerizing lashes with every swipe. The Full Coverage Foundation Balm quickly gained viral status, amassing over 180M+ TikTok views in 30 days. Recent launches like the HydroSlime Primer and Buttery Bliss Blush Stick are also demonstrating impressive traction with consumers. These products have garnered international acclaim for their aesthetics, quality, innovation, and performance.
Finally, where do you see SHEGLAM heading next?
Our global vision is to empower everyone to explore their unique beauty through affordable, high-quality, and innovative products. We aim to be a next-generation beauty brand that inspires self-expression and gives people the power and courage to explore the world without limits.
In a region that embraces beauty as both art and identity, SHEGLAM speaks directly to a generation that values creativity and instant connection, delivering products that look good, feel good, and perform with confidence. And in that, evolving the beauty conversation in the region.
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