How Founder Sylvia Fu Broke Barriers in the Affordable Beauty Space

This goes without saying, but the beauty market is oversaturated with thousands of products from hundreds of brands. However, there are a select few that stand out from the crowd, offering unmatched quality and value that leaves a lasting impression. SHEGLAM is one of those brands—it rose to fame in what seems like a flash, but has made its mark on makeup routines everywhere. Known for its affordability and highly pigmented formulas, it's easy to see why this brand has appealed to so many people. With global recognition, dozens of viral products, and impressive collaborations, SHEGLAM has single-handedly refuted the statement, 'you get what you pay for,' by giving shoppers so much more.

SHEGLAM was founded in 2019 by Sylvia Fu, who's made it her mission to keep customers at the forefront. While this may sound like an obvious business goal, Fu has gone above and beyond by traveling to over 50 countries to discover how to make the brand as globally inclusive as possible. This dedication is apparent in the brand's certifications (ahem, Leaping Bunny Certified), in-house research and development team, and inclusive range of pigments and formulas. To conduct a proper deep dive on SHEGLAM, I went directly to the source. Fu let me pick her brain on everything from product development and brand collaborations to social media virality. Discover why SHEGLAM is the brand to watch below.

Marie Claire: SHEGLAM was founded about five years ago now—what were some nonnegotiables you had when building this brand?

Sylvia Fu: Honestly, from day one, it's always been about our consumers. We really listen to them—through research, surveys, or just talking [to them]—and what we heard is they don't just want affordable products. They want quality, fun, and something that actually works.

Another big thing for us is staying true to our "beautifully affordable, affordably beautiful" motto. We believe everyone should have access to great makeup without compromising on quality. For us, makeup is about looking good and feeling confident, but also having fun and being creative. So, we're always pushing to make products that do both.

MC: Can you walk me through the brand's approach to product development? What are some common misconceptions that people have about that process?

SF: Our product development at SHEGLAM is all about our consumers. We start by diving into surveys, feedback, and one-on-one chats to understand what people really want. We're not just chasing trends—we're focused on solving real needs. We blend these insights with cutting-edge research from top labs in Italy and Korea, and I even travel myself to pick out the best ingredients to keep us ahead of the game. We also keep an eye on global beauty trends and viral looks on social media. Our team has lively brainstorming sessions where many of our ideas come directly from our customers.

When it comes to production, we don't skimp on quality. Each product goes through thorough testing with different skin tones and up to 12 quality checks, meeting the highest global standards. And even after a product launches, we're always refining based on what our customers tell us. A common misconception is that product development is a quick process or that corners are cut, but it's actually a detailed and ongoing process to make sure we're always delivering the best for our customers.

MC: Affordability is one of the key pillars of SHEGLAM's ethos. Tell me about the importance of maintaining this price point.

SF: Affordability is really important to us at SHEGLAM. We wanted to make sure our makeup is not just accessible but also feels high-end and fun to use. From the start, we aimed to offer more than just budget-friendly products; we wanted them to feel premium, from the design to how they perform.

To keep our prices down without cutting corners, we focus on smart production and minimize marketing costs. Rather than pouring money into ads, we invest in making our products top-notch. With around 80% of our production automated, we can offer great formulas and creative designs at prices that everyone can enjoy. For us, affordability means making sure everyone has access to beautiful, high-quality makeup without any trade-offs.

MC: SHEGLAM's first product also became its best seller, what do you think led to this global success so early on?

SF: Our liquid blush took off for a few reasons. First, it's got this amazing universal appeal—it works well for so many skin types and tones, which is why our negative reviews are super low, just 1.5%. That's pretty rare in beauty!

When we dropped the liquid blush in April 2020, we saw the potential before it became a big trend. Plus, we added a fun sponge applicator that made applying it kind of an experience, not just a routine. And, of course, TikTok played a huge role. A viral video in 2020 really kicked things into high gear. The way TikTok can blow up trends helped our blush—and our whole liquid makeup line—take off globally. It was totally a game-changer for us.

MC: We can't talk about SHEGLAM's success without mentioning TikTok virality. Can you give our readers some insight into your social media strategy?

SF: TikTok has really shaken things up with its focus on content over follower count. Our strategy is all about creating products that resonate with the younger crowd—things that are not just functional but also fun and shareable. Our team is fantastic at spotting trends and crafting content that clicks. We're quick to jump on new ideas, which helps us stay ahead.

Our TikTok account, @SHEGLAM, with over eight million followers, is at the heart of what we do. It's where we test new content, connect with our global community, and tweak our strategy based on what works.

MC: The makeup industry is so competitive, with new launches constantly. Tell me a little bit about what SHEGLAM does to set itself apart from the competition.

SF: The makeup world is super competitive, but SHEGLAM stands out by genuinely involving our consumers. We're all about consumer co-creation, meaning we keep our community in the loop from start to finish. We take their feedback seriously and often make updates based on what they're telling us. Many of our products have been refined multiple times based on their input. We also keep an eye on the data. Every week, we dig into surveys and social media to see what's trending and what our customers are excited about next. This helps us stay fresh and innovative.

Innovation is a big part of who we are. We've made a name for ourselves with unique products like our liquid blush with a sponge applicator and fun items like liquid contour and multi-chrome eyeliners. Our creative collaborations with brands like Willy Wonka and Harry Potter show how we blend fun with function. So, in a nutshell, we mix top-notch products with genuine creativity and a real connection to our customers. That's what sets us apart in such a crowded industry.

MC: What are some of your all-time favorite products from the brand?

SF: Oh, I've got a few must-haves! For my daily routine, I can't go without our Liquid Family products—especially the liquid contour and blush. They've become my go-to essentials. I also swear by our foundation range, with the foundation balm being my favorite for spring and autumn. It gives such a smooth, flawless base. I'm a huge fan of our multifunctional goodies like the Brows On Demand 2-In-1 Brow Pencil, the [Do It All] 2-in-1 Eyeliner, and the All-In-One Mascara. They're perfect for switching up between different makeup looks.

The Jazy Jigsaw Eyeshadow Palette is another top pick for me. The cool gray-brown shade is just so versatile—great for both everyday wear and more dramatic styles.

And I can't forget our Rick & Morty collection! Rick's Brain Blush and [the] Pickle Rick [Setting] Spray are so much fun and really showcase our playful and creative side. It's definitely one of the most exciting collections we’ve put together!

MC: Over the years, SHEGLAM has done several exclusive collaborations with popular movies and franchises. How do you decide who to collaborate with? What does that process look like?

SF: It all kicks off with our team—everyone here is a makeup lover, so our brainstorming sessions are pretty lively. We toss around ideas, vote on what excites us, and see what feels right for our brand and our fans.

We also pay close attention to our community. Sometimes, they suggest collaborations we hadn't thought of, and if there's a lot of buzz, we definitely take it seriously. Next, we look at the numbers to make sure the franchise has a good reach and fits with our global audience. We also think about regional preferences, as what's popular in one place might not be everywhere.

Finally, we make sure that the collaboration matches SHEGLAM's vibe—fun, innovative, and affordable. We want every partnership to feel genuine and true to both our brand and the franchise. It's all about mixing passion, community input, and data to find the perfect match.

MC: What can shoppers look forward to in the next couple of years?

SF: We've got some exciting things on the horizon! One major initiative is Pure Glam, where we're setting new standards for clean beauty by removing over 1,700 potentially unsafe ingredients. By the end of 2025, we're aiming for next-level clean status to show just how committed we are to safety and quality.

We're also blending skincare with cosmetics, creating products that look great and offer real skincare benefits. We're researching different skin tones and needs to ensure we meet diverse demands effectively. Plus, we're exploring new product categories, so there's plenty to get excited about. We're always pushing the envelope to bring you the most innovative and thrilling products. Stay tuned!