Sheglam, a beauty subsidiary of 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.
The move comes as Shein holds a decent chunk of the Australian fashion e-commerce market, with the platform's website seeing nearly six million views in April 2026, according to the latest data from Semrush.
Myer retains the top spot in terms of the most visited apparel and fashion websites in Australia, with total views in April t 12.04 million. The Iconic comes in second at 6.26 million, ahead of Shein.
Rounding out the top five is Cotton On at number 4 with 5.16 million views in April, and David Jones with 4.83 million.