Sheglam, the Shein-owned beauty brand, is making a bold move by doubling down on its most successful collaboration to date: the Rick and Morty collection. This highly anticipated follow-up to the initial collaboration, which launched in May 2024, is set to launch on Friday, ahead of the sitcom's Season 9 return on HBO Max and Hulu. The collection features an array of fun and quirky products, including an Adventures of Morty baked palette, Ooh Wee! lip serum, Interdimensional Highlighter, and a Pickle Rick-inspired hand cleansing spray, among others. Prices range from $7 for the hand spray to $16 for the color palette, with the full set available for $139. This strategic move highlights Sheglam's understanding of its target audience, particularly Gen Z, and its ability to leverage popular IP collaborations to drive growth. The initial Rick and Morty collection sold over 28,000 units and generated more than $200,000 in sales during its first week, with the #sheglamxrickandmorty hashtag amassing over 140 million views. This success underscores the power of IP collaborations in the beauty industry, especially among Gen Z consumers. Sheglam's other collaborations, such as those with Adventure Time, Harry Potter, and The Matrix, have also been well-received, further solidifying the brand's reputation for affordable and trendy makeup products. Despite not yet entering the U.S. retail market, Sheglam has seen significant international expansion in 2025, launching at Dm in Germany, Boots in the U.K., and Kmart and Target in Australia and New Zealand. However, CEO Sylvia Fu emphasizes the U.S. market's critical role in Sheglam's strategy, citing its competitiveness and alignment with U.S. trends and consumer needs. This strategic focus on the U.S. market, coupled with its successful IP collaborations, positions Sheglam as a key player in the beauty industry, particularly among Gen Z consumers, who are increasingly drawn to affordable, trendy, and culturally relevant products.
