Sheglam, the beauty brand associated with fast-fashion giant Shein, is hosting a public launch event at Westfield Parramatta from this weekend that marks its expansion into Kmart stores across Australia.
The event, themed around Hollywood film premieres, will take over Westfield Parramatta's Centre Court and include interactive beauty stations, creator-led content experiences and product discovery zones. Featured products include the Colour Bloom Liquid Blush, Sun Sculpt Liquid Contour and Crystal Glaze Moisturizing Lip Care.
The Kmart rollout began on April 27 this year, bringing a 197-product range into select stores nationally. It marks the brand's first entry into physical retail in Australia.
Sheglam has built its following primarily through social media, with a focus on trend-led product releases and TikTok-driven marketing. Since the Kmart launch, shoppers have posted hauls and reviews across TikTok and Instagram.
The Westfield Parramatta event is open to the public across the weekend following an invite-only launch celebration.
Sheglam is a subsidiary under Roadget Business Pte Ltd, the overarching company that also manages Shein globally.