Shein, the Chinese fast fast brand has moved in beauty with equal speed and success as its low priced fashion pieces. Sheglam launched five years ago has almost 10 million followers on TikTok. 2024 sales hit 400 euros, a 60% increase from 2023. Once again, as consumers signal they aspire to buy sustainable products at a higher cost, their wallets gravitate to cheapest prices online. Just check out the Sheglam hauls on YouTube. Principles sound nice in group conversations but fall on deaf ears at the cash register.
