Shein’s beauty brand SheGlam launches in India on Reliance Retail’s Tira

Fast fashion brand Shein‘s cosmetics label SheGlam has launched in the Indian market on multi-brand beauty platform Tira with a maiden selection of 180 products. Following its online debut, the brand will subsequently launch in Tira’s physical stores across India. 

SheGlam’s maiden product selection is priced from Rs 199 to Rs 2,699 and products range from colour cosmetics such as lipsticks, mascaras, eyeshadow palettes, lip oils, and liquid eyeliners to beauty tools such as makeup brushes and beauty blenders. Some of Tira’s ‘star product’ picks from the collection include the ‘SheGlam Color Bloom Liquid Blush- Love Cake’ and the ‘Skinfinite Hydrating Foundation,’ according to its website. 

Tira recently teased the brand’s launch in India by holding a tester booth at Ajio Luxe Wkend where event attendees could try out SheGlam products. “The SheGlam x Tira pop-up at LLW India gave us beauty try-outs, pink sunnies, and photo booth moments that’ll live rent free in our memories. Countdown to glam begins now,” Tira announced on Facebook.

The launch is part of Reliance Retail‘s move to relaunch Shein in the Indian market. SheGlam is headquartered in Singapore and has announced that it sells three products per second globally, India Retailing reported. By launching in India, the brand aims to tap into the country’s fast growing branded beauty market.