It’s a viral sensation.
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This goes without saying, but the beauty market is oversaturated with thousands of products from hundreds of brands.
To conduct a proper deep dive on SHEGLAM, I went directly to the source.
Fu let me pick her brain on everything from product development and brand collaborations to social media virality.
Discover why SHEGLAM is the brand to watch below.
Sylvia Fu:Honestly, from day one, it’s always been about our consumers.
They want quality, fun, and something that actually works.
Another big thing for us is staying true to our “beautifully affordable, affordably beautiful” motto.
We believe everyone should have access to great makeup without compromising on quality.
For us, makeup is about looking good and feeling confident, but also having fun and being creative.
So, we’re always pushing to make products that do both.
MC: Can you walk me through the brand’s approach to product development?
What are some common misconceptions that people have about that process?
SF:Our product development at SHEGLAM is all about our consumers.
We start by diving into surveys, feedback, and one-on-one chats to understand what people really want.
We’re not just chasing trendswe’re focused on solving real needs.
We also keep an eye on global beauty trends and viral looks on social media.
Our team has lively brainstorming sessions where many of our ideas come directly from our customers.
When it comes to production, we don’t skimp on quality.
And even after a product launches, we’re always refining based on what our customers tell us.
MC: Affordability is one of the key pillars of SHEGLAM’s ethos.
Tell me about the importance of maintaining this price point.
SF:Affordability is really important to us at SHEGLAM.
We wanted to double-check our makeup is not just accessible but also feels high-end and fun to use.
To keep our prices down without cutting corners, we focus on smart production and minimize marketing costs.
Rather than pouring money into ads, we invest in making our products top-notch.
For us, affordability means making sure everyone has access to beautiful, high-quality makeup without any trade-offs.
SF:Our liquid blush took off for a few reasons.
That’s pretty rare in beauty!
And, of course, TikTok played a huge role.
A viral video in 2020 really kicked things into high gear.
The way TikTok can blow up trends helped our blushand our whole liquid makeup linetake off globally.
It was totally a game-changer for us.
MC: We can’t talk about SHEGLAM’s success without mentioning TikTok virality.
Can you give our readers some insight into your social media strategy?
SF:TikTok has really shaken things up with its focus on content over follower count.
Our team is fantastic at spotting trends and crafting content that clicks.
We’re quick to jump on new ideas, which helps us stay ahead.
MC: The makeup industry is so competitive, with new launches constantly.
Tell me a little bit about what SHEGLAM does to set itself apart from the competition.
SF:The makeup world is super competitive, but SHEGLAM stands out by genuinely involving our consumers.
We’re all about consumer co-creation, meaning we keep our community in the loop from start to finish.
We take their feedback seriously and often make updates based on what they’re telling us.
Many of our products have been refined multiple times based on their input.
We also keep an eye on the data.
This helps us stay fresh and innovative.
Innovation is a big part of who we are.
Our creative collaborations with brands like Willy Wonka and Harry Potter show how we blend fun with function.
That’s what sets us apart in such a crowded industry.
MC: What are some of your all-time favorite products from the brand?
SF:Oh, I’ve got a few must-haves!
For my daily routine, I can’t go without our Liquid Family productsespecially the liquid contour and blush.
They’ve become my go-to essentials.
I also swear by our foundation range, with the foundation balm being my favorite for spring and autumn.
It gives such a smooth, flawless base.
They’re perfect for switching up between different makeup looks.
The Jazy Jigsaw Eyeshadow Palette is another top pick for me.
The cool gray-brown shade is just so versatilegreat for both everyday wear and more dramatic styles.
And I can’t forget our Rick & Morty collection!
It’s definitely one of the most exciting collections weve put together!
MC: Over the years, SHEGLAM has done several exclusive collaborations with popular movies and franchises.
How do you decide who to collaborate with?
What does that process look like?
We also pay close attention to our community.
We also think about regional preferences, as what’s popular in one place might not be everywhere.
Finally, we verify that the collaboration matches SHEGLAM’s vibefun, innovative, and affordable.
We want every partnership to feel genuine and true to both our brand and the franchise.
It’s all about mixing passion, community input, and data to find the perfect match.
MC: What can shoppers look forward to in the next couple of years?
SF:We’ve got some exciting things on the horizon!
We’re also blending skincare with cosmetics, creating products that look great and offer real skincare benefits.
We’re researching different skin tones and needs to ensure we meet diverse demands effectively.
Plus, we’re exploring new product categories, so there’s plenty to get excited about.
We’re always pushing the envelope to bring you the most innovative and thrilling products.
The little royals were spotted in Sandringham, and hot cross buns were allegedly involved.
The closest thing to two vacations in one.
She’s their biggest fan.
