Statement from DM causes unrest: "Everyone should be concerned"

Sheglam, a vibrant cosmetics brand associated with the global fashion retailer Shein, is set to make a significant impact in the beauty industry. Starting October, Sheglam will be available in approximately 1500 dm branches and online, marking a major expansion for the brand.

Sheglam has already caused a stir on social media and in the beauty industry, thanks to its strong digital presence. Compared to traditional cosmetics brands, Sheglam collects many more data points, giving it an edge in understanding and catering to customer preferences.

The move into dm branches is expected to have dramatic consequences in the market. Experts predict an annual turnover of over 400 million euros for Sheglam in 2024, a testament to its potential impact.

The appeal of Sheglam to the young target group is due to their hobby of discovering and buying new products in drugstores, a trend popular on social media. The inclusion of Sheglam in dm's range is being closely watched in the industry, with digital expert Karo Junker de Neui seeing it as a significant change for the market.

Sheglam's partnership with dm could potentially attract a new customer base to dm due to its popularity among young customers. However, dm's focus on sustainability and social responsibility could face potential risks with this partnership, given Shein's repeated criticism for aggressive cheap production and lack of transparency.

Established brands must rethink their social media strategies to keep up with the digital pace and innovative power of Sheglam. If the range between online offers and in-store shelves becomes more diverse, decorative cosmetics will remain a product group that specifically draws customers into the branches.

Sheglam's products are particularly popular among young customers who appreciate eye-catching looks and new trends. The brand is not a secret tip anymore due to its enormous social media presence.

Shein, the parent company of Sheglam, has faced criticism from the economic and financial magazine InvestmentWeek for its production methods. As Sheglam enters the market, it remains to be seen how this will impact its reputation and the beauty industry as a whole.

In conclusion, the arrival of Sheglam in dm stores marks a significant shift in the beauty industry. With its strong digital presence, innovative products, and popularity among young customers, Sheglam is poised to make a lasting impact. As established brands adapt to this change, the future of the beauty industry promises to be exciting and dynamic.