SHEGLAM: Affordable Glamour or Controversial Beauty? A Deep Dive into the Brand everyone is talking about

In the fast-paced world of beauty, few brands have gained visibility as quickly as SHEGLAM. Known for its bold packaging, viral marketing, and ultra-affordable prices, the brand has become a staple on platforms like TikTok, Instagram, and YouTube.

But SHEGLAM isn't just loved — it's also been questioned. From concerns about ethics to surprising wins in product quality, this is a brand that continues to spark conversation in the beauty community.

So, is SHEGLAM worth the hype — or just hype? Let’s explore.

What Is SHEGLAM?

SHEGLAM is the makeup division of SHEIN, the Chinese fashion giant known for its low-cost, trend-driven clothing. Launched in 2019, SHEGLAM quickly positioned itself as a playful, accessible beauty brand — offering everything from foundation and blush to experimental eyeshadow palettes and themed collaborations.

The brand became especially popular among younger consumers who love aesthetic packaging, pigmented formulas, and price tags that don’t break the bank.

Why People Love SHEGLAM

Despite its controversies, SHEGLAM has earned praise for several standout points:

🌟 Affordability: One of the brand’s biggest strengths is its price. With most items under $10, it offers access to makeup for people on a tight budget.

💄 Packaging & Themes: From collaborations with Care Bears to dreamy collections like Ember Rose, SHEGLAM invests in creative packaging that grabs attention — and looks great on any vanity.

🧴 Surprisingly Solid Formulas: Products like the Skinfinite Hydrating Foundation, Liquid Contour, Color Bloom Blush, and Good Grip Primer have gone viral for good reason. Many users report that they perform just as well — or better — than some high-end alternatives.

📦 Frequent New Launches: The brand is constantly releasing new collections, making it exciting for trend-driven consumers who love to experiment.

🧪 Cruelty-Free Claims: SHEGLAM markets itself as a cruelty-free brand, although details on certifications are not always clearly stated.

The Controversies Behind SHEGLAM

Of course, no honest conversation about SHEGLAM is complete without addressing the backlash:

⚠️ Ties to SHEIN: SHEGLAM’s parent company, SHEIN, has faced ongoing criticism over labor practices, lack of transparency, and environmental concerns. These issues naturally raise ethical questions about supporting any of SHEIN’s divisions — including SHEGLAM.

🧑‍🏭 Fast Beauty Model: Similar to fast fashion, SHEGLAM follows a rapid-release model, leading to questions about sustainability and the quality control of mass-produced makeup.

📋 Limited Ingredient Transparency: While many ingredients are listed online, SHEGLAM has been criticized for vague or inconsistent information, particularly when it comes to sourcing and formulation.

🌍 Regulatory Gray Areas: Because SHEGLAM is based in China, some consumers express concern about the lack of clarity regarding product testing for international markets and whether the cruelty-free claims hold globally.

Should You Try SHEGLAM?

SHEGLAM sits in a complicated space: it's accessible, fun, and has produced some genuinely impressive makeup. Yet, the brand exists within a system that has sparked legitimate ethical concerns.

If you’re someone who enjoys trying new trends, working within a budget, and can make peace with the fast-beauty model, you’ll likely find several SHEGLAM products worth adding to your collection.

But if sustainability, labor ethics, and ingredient traceability are key pillars of your beauty choices, this might be a brand you approach more cautiously — or use selectively.

Final Thoughts

SHEGLAM is, at once, a success story and a subject of scrutiny. It reflects the realities of modern beauty: a world where aesthetics, affordability, and accessibility collide with deeper ethical questions.

The choice to support a brand like SHEGLAM isn’t black or white — it’s layered, personal, and worth reflecting on. Whether you’re drawn in by the blush or hesitant because of the brand’s roots, one thing is clear: SHEGLAM has made a mark on the industry, and it isn’t going anywhere anytime soon.