Sheglam — the cosmetics brand launched by global fast fashion giant Shein — has just rolled out a 197-product collection exclusively into Kmart stores nationwide.
The beauty brand hit global popularity through its viral TikTok products and cult Gen Z following. Sheglam is now sold in more than 150 countries and reportedly saw over 100 million products sold globally in 2024 alone.
This beauty roll-out comes as other big box retailers jump on the beauty boom, with both Myer and David Jones signing stockist deals with major global beauty labels. This is likely driven by what economists term the ‘Lipstick Effect’, where shoppers trade down amid economic headwinds, such as buying a $50 luxury lipstick rather than a $200 luxury dress.
Sheglam is set to be sold alongside Kmart’s owned beauty brand OXX and other players such as MCoBeauty. The Shein-owned label offers a wide range of beauty products, with prices ranging in the single digits to the teens.
“Extending our product assortment at Kmart is all about making high-impact beauty more accessible than ever for Australian shoppers,” Sheglam CEO Sylvia Fu said. “We’re excited to bring Sheglams’s most-loved products to Kmart in a way that feels fresh, fun and easy to shop.
“Partnering with Kmart allows us to connect with a whole new audience and deliver on what we do best — high-quality beauty without the premium price tag.”
To mark the moment, Sheglam will launch with an integrated campaign spanning high-impact retail activations, social-first storytelling, and digital pushes.
Sheglam’s rise has been driven largely by social media, with more than 20 billion views under the #Sheglam hashtag, according to the brand.
“At Kmart, we love seeing the way beauty comes to life for our customers, particularly through the products and trends they’re engaging with across social media,” Kmart Australia beauty business manager Nicola Farrell said.
“Sheglam aligns with our continued commitment to delivering on-trend, high-quality and affordable beauty that’s accessible to all Australians. The range offers customers the flexibility to experiment with fresh new looks, build everyday confidence or make bold beauty statements, while still delivering the value, innovation and ease they expect when shopping at Kmart.”