Confession: I’d not heard of SHEGLAM cosmetics until My Soho Times invited me to their PR event to celebrate launching into Boots. But this playful, colourful and accessible makeup brand is not a complete newbie: it was already stocked in Superdrug. Maybe I hadn’t heard of it because, as much as I try to stay young at heart, SHEGLAM is clearly aimed at Alphas and Gen Zers – definitely not my age range. And when I saw their price point, admittedly I dismissed it as a cheap dupes factory. I was wrong! SHEGLAM formulas deliver far more than their price tag suggests, and the packaging is just as considered. I tested four products spanning lashes, cheeks and lips, and the overall impression is clear: this brand understands the appeal of easy, fun makeup with a polished finish.

SHEGLAM is set to become one of the most talked-about names in affordable beauty: where creativity doesn’t have to come at the cost of accessibility, and where trend-led formulas are designed for everyday wear. This extensive makeup range is for people who want to play with colour, experiment with new textures, and still feel confident that their makeup is both wearable and high-performing.

This approach stems directly from CEO Sylvia Fu experience and ambition:

“When we started [in 2019] we were just a few young girls, we were passionate about makeup, we were brave and ambitious, and today we’ve become one of the fastest growing beauty brands in the world.”

Makeup should be fun, fearless and accessible to everyone – that’s what makes SHEGLAM appealing. It reminds me of French makeup Bourjois glory days of quirkiness and innovation, but with today’s focus on listening and catering to global online communities, be it customers or influencers. 

What defines SHEGLAM

• Celebrating creativity: products that encourage you to try new finishes, build different looks, and enjoy the process of putting makeup on
• Quality and quantity: with an extensive range spanning face, lips and eyes, and fast-paced new launches, the quality can still be felt through the long wearing formulas, and all products are certified cruelty-free
• True inclusivity: the wide shade ranges and finishes are designed to work across different skin tones and types
• Social media-friendly aesthetics: ombre packaging, pale pink colour scheme and fun prism shaped tubes, SHEGLAM is designed to be photographed and shared on social 
• True affordability: the budget-friendly range means you can rotate products regularly and experiment with new looks
• Fun trend-led collabs: cute retro partnerships from Powerpuff Girls to Hello Kitty and Harry Potter, those collections appeal to your inner child

All In One Volume & Length Mascara

If you like a versatile mascara that does a bit of everything, this one earns its place. The dual-ended design makes it easy to build both volume and length, depending on the look you want, and the formula gives lashes a more defined, lifted finish without feeling overly heavy. A true all-rounder.

Color Bloom Liquid Blush in Swipe Right

My favourite product from this line up. The shade Swipe Right is a flattering, wearable tone in a lightweight texture that blends beautifully into skin and adds that healthy-looking flush without looking overdone. Blend in with fingers or use a buff brush to work into skin seamlessly.

Crystal Glaze Lip Care in Candy Cane

This goes beyond a basic balm: a shiny finish but comfortable to wear, lips look instantly smoother and more polished. It has that nice balance between cosmetic and care, which makes it easy to keep in your handbag for quick touch-ups.

Hydra Jelly Pocket Lip Jam in Dragonfruit Dew

OK so when I saw how dark the colour was – blackberry toned – I was expecting a pretty vampy result. But once applied with the little pop-out applicator (nice touch) it left a fresh tint and glossy finish, making it ideal for when you want something quick and low-effort, but still noticeable and long wearing. 

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