Chinese cosmetics brand SHEGLAM is claiming market leadership in several Gulf countries, its CEO said, potentially disrupting the long-standing dominance of well-established global beauty brands.
SHEGLAM CEO Sylvia Fu told Arabian Business in an exclusive interview that the brand now leads monthly sales in the UAE, Oman, Qatar, and Kuwait.
This comes less than a year after SHEGLAM’s first offline store opened in Dubai last November.
The brand has also reportedly broken single-day sales records at prominent shopping destinations across the Gulf, including the Mall of the Emirates in the UAE, Gallery Mall in Saudi Arabia, Festival City Mall in Qatar, and Avenue Mall in Kuwait.
SHEGLAM’s strategy of offering a wide range of cosmetic products at accessible price points appears to be resonating strongly with local consumers, particularly younger demographics. Fu attributes the brand’s success to what she calls a “unique market proposition” of affordable pricing combined with creative product offerings and a prestige feel.
“We provide accessible price points with a prestige feel, more creativity, and a superior experience,” Fu claimed, suggesting that this approach has enabled SHEGLAM to carve out a niche between budget-friendly basics and high-end luxury cosmetics.
Although the brand’s market leadership has not been independently verified, a key factor in SHEGLAM’s purported success has been its strong resonance with younger consumers, particularly Gen Z. Its popularity is evident in its formidable social media presence.
Since launching in 2019, the beauty brand has garnered over 10 billion views globally under the #sheglam tag on the video-sharing platform TikTok, with an official account following of 7.5 million. This makes it the second-largest makeup brand on the platform, according to Fu.
“Over 50 percent of our brand followers are under 25, and many mothers become loyal fans through recommendations from their daughters,” she said.
This youth-centric appeal is driving not only brand awareness but also sales, with Fu revealing that in partnerships like the one with Lifestyle @Centrepoint, 20 percent of customers purchasing SHEGLAM products were completely new to the channels.
SHEGLAM targets 420 mideast stores
SHEGLAM’s offline expansion in the Middle East has been notably aggressive. Since opening its first store in Dubai in November 2023, the brand has rapidly expanded its presence to over 150 stores across the GCC in just one year.
Fu announced ambitious plans to increase the store count to 420 throughout the Middle East by the end of 2024, a move that could further intensify competition in the regional beauty market.
This expansion is backed by strategic partnerships with regional retail powerhouses like the Landmark Group and Mawarid Trading Company. These collaborations have provided SHEGLAM with the necessary infrastructure and local market knowledge to scale quickly and effectively, Fu explained.
“We see the Middle East, including the UAE and the wider GCC region, as one of its most significant markets in terms of sales volume, brand recognition, and popularity among consumers.”
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