The SheGlam brand, which is owned by budget fashion retailer Shein, has become a viral sensation that has captivated makeup fans across the globe.
The makeup business will launch into multi-brand beauty retailer Tira, which is owned by India’s largest retailer Reliance Retail, with a selection of 180 products.
These products will exclusively be available through Tira, via its website and app. Reliance Retail also said the brand would soon be available in Tira physical stores as well.
The debut line-up spans colour cosmetics like lipsticks, eyeshadow palettes, and liquid eyeliners, as well as beauty tools like brushes and beauty blenders.
It will include some of SheGlam’s cult favourites, including hero product Color Bloom Liquid Blush, lauded for its unique formula, blend-ability, and shades; Glow Bloom Liquid Highlighter; Dynamatte Boom Lasting Lipsticks; and Skinfinite Hydrating Foundation.
Products will be priced from 199 - 2,699 (Rs).
SheGlam takes an innovation-led focus to NPD
According to Reliance Retail, SheGlam sells three products globally every second.
It said the brand is: “Known for its high-performance products, strong pigments, and innovative textures” and is here “to redefine affordable glam for the Indian beauty market.”
The brand gained global popularity throughout 2024 and has featured collaborations such as Harry Potter makeup, as well as disruptive launches such as its Brow-fection Angled Brush & Dip.
It is predominantly sold online, but sells in some physical stores. It made its first brick-and-mortar debut at Dubai’s Mall of the Emirates in late 2023.
SheGlam puts a focus on inclusivity and offers consumers extensive shade ranges. It is also Leaping Bunny-certified and claims to have strict standards for product quality, ethical environments and social responsibility,
The brand is focused on innovation and is said to introduce 10 to 12 new products a year, which are developed based on community feedback.
