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SHEGLAM

Budget

“Viral, accessible makeup for everyone.”

China·Founded 2019·by Sylvia Fu

By Viktoria @vioda.makeup · Published · Updated

SHEGLAM is a budget makeup brand from China, founded in 2019 by Sylvia Fu. It's best known for its Color Bloom Liquid Blush, Ultra-affordable viral dupes and Trend-speed product drops. I've tested its products on camera in 22 videos.

SHEGLAM is the in-house makeup brand of fast-fashion giant Shein, founded in 2019 by Sylvia Fu — a former assistant to Shein's founder — who pitched leveraging the platform's massive audience to build a disruptive, ultra-affordable beauty label. Sold first on Shein, then via its own site, Amazon, and increasingly in-store, SHEGLAM scaled explosively, with reported net sales reaching roughly $400 million in 2024.

The brand is defined by trend-speed releases and rock-bottom prices: its $6 Color Bloom Liquid Blush became a viral sensation and a textbook budget dupe, arriving just before Rare Beauty's Soft Pinch popularized the liquid-blush category. With a broad catalog of blushes, foundations, highlighters, and lip products that openly chase trending high-end launches, SHEGLAM is one of the most dupe-relevant brands in the budget tier.

SHEGLAM on camera

Watch “All Sheglam blushes reviewed! Which one is your favourite - cream, jelly or liquid? 🧊💕🎀” on YouTube

All Sheglam blushes reviewed! Which one is your favourite - cream, jelly or liquid? 🧊💕🎀

Short · 1:11 · Viktoria @vioda.makeup

SHEGLAM products tested and swatched on the @vioda.makeup channel.

Watch on YouTubeTikTokInstagram

More SHEGLAM on video

Popular Products

What SHEGLAM is bought for. The ones we've found dupes for link through to the comparison.

  • Color Bloom Liquid Blush
  • Glow Bloom Lip Oil
  • Birthday Skin Liquid Foundation
  • Jelly Beam Highlighter

Known For

Color Bloom Liquid BlushUltra-affordable viral dupesTrend-speed product dropsSold via SheinBroad budget catalog

Brand Philosophy

Make trend-driven, high-impact makeup accessible to everyone by leveraging Shein's scale to keep prices extremely low.

FAQ

SHEGLAM Official Channels

Where to buy, and how to reach SHEGLAM customer service directly.

Social
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