A new cosmetic brand has hit Kmart shelves with a 197-product collection exclusive to the big-box retailer.
The brand, Sheglam, launched by global fast fashion giant Shein gained popularity on TikTok and now has a cult Gen Z following.
Sheglam’s social media rise has garnered more than 20 billion views under the #Sheglam hashtag, according to the brand.
The fast-growing cosmetic line is now sold in more than 150 countries and reportedly sold more than 100 million products globally in 2024.
The rollout follows both Myer and David Jones signing deals with major global beauty labels likely driven by the “Lipstick Effect”, according to economists.
Economists coined the term for shoppers opting to reduce spending while still buying luxury – a $50 luxury lipstick rather than a $200 luxury dress – amid economic constraints.
Sheglam is set to be sold alongside Kmart’s own beauty brand OXX and other competitors such as MCoBeauty.
The Shein-owned collection offers a range of beauty products, with prices ranging in the single digits to the teens.
Sheglam chief executive Sylvia Fu said extending their product to Kmart was about making “high-impact beauty” more accessible to Australians.
“We’re excited to bring Sheglam’s most-loved products to Kmart in a way that feels fresh, fun and easy to shop,” she said.
“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.”
Kmart Australia beauty business manager Nicola Farrell said the company loved beauty coming to life for customers, especially through social media trends.
“Sheglam aligns with our continued commitment to delivering on-trend, high-quality and affordable beauty that’s accessible to all Australians,” she said.
“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.”
The budget-conscious bold new cosmetics are available now from all Kmart stores nationwide.
