Online famous TikTok beauty brand launches exclusive collection in major Aussie retailer

A beauty brand made famous by TikTok and previously only available to Aussies online has launched an exclusive collection at Kmart.

SHEGLAM's new range includes 197 products and is an extension of what has been on shelves since its arrival late last year.

Beauty fans can expect to find the likes of grippy hydrating primer, sun sculpt liquid contour, lock'd in setting spray and the viral colour bloom liquid blush in the collection.

Watch the video above.

The liquid blush, released in conjunction with the sought-after 'healthy glow' aesthetic, uses a gel cream formula at a price point of $10.

Makeup content creator Lucy Presco gave it a crack, describing the quality of the product's pigment as "insane".

"I only did two dots, and it looks so good," she said in a recent video.

Products not currently found in-store include limited-edition drops and full specialised skincare lines, which are typically only available on the SHEGLAM online store.

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The brand is also available via Shein and Amazon.

SHEGLAM is widely known across Tiktok and beyond as a dupe for big-name brands; most notably Charlotte Tilbury, Glow Recipe, and Westman Atelier.

Key products from SHEGLAM that serve as affordable alternatives include the sunburst glow mixer for Charlotte Tilbury, the watermelon dew drops for glow Recipe, and the complexion profFoundation for high-end matte foundations.

The overall popularity of similar products has experienced a sharp increase in recent years.

Driven by viral TikTok and Instagram trends, consumers are increasingly switching to other budget-friendly brands such as MCoBeauty and DB Cosmetics as the cost of living soars.

The appeal of these so-called 'dupes' is largely down to their similarities in quality and packaging to premium brands – sold at just a fraction of the cost.

The range extension signals a broader shift in how Australians shop for beauty, with many opting for reasonably-priced alternatives over big-name brands.

SHEGLAM's latest venture is the brand's first foray into the Australian market at this scale, having significantly expanded their previous line to meet growing demand.

SHEGLAM CEO Sylvia Fu says that the extension of their product assortment at the Australian retail giant is "all about accessibility" for cash-strapped shoppers.

"We're excited to bring SHEGLAM's most-loved products to Kmart in a way that feels fresh, fun and easy to shop," Fu added.

This is the latest global beauty obsession to hit Kmart's shelves, following the introduction of a limited Korean skincare line in February.

A handful of Korean Beauty brands, including viral favourite CORSX, landed in Kmart stores across Australia in the store's latest jump into the $160 million 'K-Beauty' industry.

Aussies are among the biggest consumers of Korean Beauty products globally, according to data from Future Market Insights.

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