Sheglam announces expansion in the Italian cosmetics market

Cosmetics brand Sheglam has announced a major expansion phase within the Italian market. Following its launch in Italy in March 2026 with 60 product references, the company aims to reach 1,350 retail locations by the end of the year and exceed 2,000 locations by 2027.

The brand plans to expand its product range to 167 references by year-end. Founded in 2019 by Sylvia Fu, Sheglam reported 300% growth between 2021 and 2024 and currently operates in over 150 countries via online channels such as Amazon and TikTok Shop.

Sylvia Fu stated that Italy is one of the most dynamic and influential beauty markets globally, noting that local consumers' inclination to experiment aligns with the brand's focus on innovation and design. Victor Zhu, General Manager for Europe, added that Italy is a key market for the brand's European growth.