Viral beauty brand SHEGLAM celebrated its Kmart Australia retail expansion with an immersive launch event in Parramatta, Sydney on 29-31 May. 

Already sold in more than 150 countries and with over 100 million products sold globally in 2024 alone, SHEGLAM has built a reputation for turning online beauty trends into accessible, affordable products. Now, the famous brand is available on Australian shelves. 

The SHEGLAM range extension signals a broader shift in how Australians shop for beauty, with Kmart increasingly emerging as a destination for accessible, design-led products across categories.

SHEGLAM’s social momentum continues to be driven by creator-led content that showcases real-time results and product performance. Hero products such as the Colour Bloom Liquid Blush have gained strong traction on TikTok, with creators including Shrouq Sunshine and Anastasiia Le highlighting its high pigment, seamless blendability and natural, radiant finish suited to everyday wear.

“Extending our product assortment at Kmart is all about making high-impact beauty more accessible than ever for Australian shoppers. We’re excited to bring SHEGLAM’s most-loved products to Kmart in a way that feels fresh, fun and easy to shop,” said SHEGLAM CEO Sylvia Fu.

“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.”

SHEGLAM’s rise has been driven largely by social media, with more than 20 billion views under the #SHEGLAM hashtag, according to the brand, and a rapidly growing global following. 

“At Kmart, we love seeing the way beauty comes to life for our customers, particularly through the products and trends they’re engaging with across social media,” said Kmart Australia Nicola Farrell Beauty Business Manager. 

“SHEGLAM aligns with our continued commitment to delivering on-trend, high-quality and affordable beauty that’s accessible to all Australians. 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 immersive experience transformed Westfield Parramatta Centre Court into the ultimate SHEGLAM universe – bringing together beauty lovers for a launch celebration inspired by bold beauty, internet culture and the products dominating TikTok feeds worldwide, before opening to the public across the weekend.

Set against a backdrop inspired by film premieres and pop culture glamour, the event has been designed to celebrate self-expression, experimentation and the fun side of beauty. 

The launch marks a major milestone for SHEGLAM in Australia, following the arrival and extension of its trend-driven, high-performance beauty range into select Kmart stores nationally. Known globally for delivering accessible beauty innovation at viral speed, SHEGLAM has built a cult following through its playful product drops, high-pigment formulas and social-first approach to beauty.

Since expanding the range into Kmart stores nationally from 27 April, SHEGLAM has already generated significant momentum across both social media and in-store shopping experiences.

“The 197-product range extension marked a major milestone for the brand locally, bringing some of SHEGLAM’s most viral beauty products directly to Australian consumers through physical retail for the first time,” according to the brand.

“The launch has been met with strong consumer enthusiasm online, with shoppers flooding TikTok and Instagram with first impressions, product hauls and reviews praising the quality, affordability and accessibility of the range.” 

Guests attending the Westfield Parramatta event experienced immersive beauty moments, creator-led content experiences, interactive glam stations, product discovery zones and a first-hand look at some of SHEGLAM’s most talked-about products – including the fan-favourite Colour Bloom Liquid Blush, Sun Sculpt Liquid Contour and Crystal Glaze Moisturizing Lip Care.

“With beauty content continuing to dominate social platforms and consumers increasingly discovering products online before purchasing in-store, SHEGLAM’s expansion into physical retail represents a significant moment for the evolving Australian beauty market.”