SHEGLAM is a beauty brand that has rapidly built a strong global presence since its founding in 2019, thanks to its direct-to-consumer approach and ability to tap into viral trends and pop culture. SHEGLAM engages a young audience through platforms like Instagram, TikTok, and YouTube, where influencers play a key role in community-building and brand visibility. Today, SHEGLAM is available online in 150 countries and has expanded to over 7,000 physical retail points worldwide. As the brand continues to grow, a central focus is expanding from its strong online roots and community-driven success into physical retail channels. Kenneth Liu explores how SHEGLAM’s data-driven, socially integrated strategy is shaping this next phase.
