Total Brand aims to triple turnover with distribution in Italia by Sheglam (Shein Group)

Sheglam makes its debut in Italia, following its launch in countries such as Japan, Mexico, India and the Persian Gulf (Saudi Arabia, UAE, Kuwait, Qatar, Iman and Bahrain). Italia was chosen as one of the pilot markets for Europe, along with the UK and Germany (where the brand has already been launched). With the support of Total Brand (Wlam Group), the brand landed in the first retailers throughout the country at the beginning of February. The pre-launch in Italia introduced a curated selection in the face, eye and lip categories, focusing on the brand's global hero products. The full launch is planned for April 2026 supported by exclusive displays, in-store activations, immersive experiences and a strong digital strategy.

"The landing of Sheglam has begun in the main Italian perfumery and retail chains, from Tigotà to OVS, with around 850 points of sale to start with, scattered all over Italia in the pre-launch phase," explains Alessio Badia, CEO of Total Brand, which aims to reach 30 million in sales by 2026. Initially there will be 63 references (face, eyes and lips) but in April, when the full launch is planned, there will be 200 references and we aim to reach 1,600 sales points by the end of 2026. Total Brand's turnover, which is currently around EUR 10 million, aims to reach EUR 30 million by the end of 2026'.

Founded in 2019 by Sylvia Fu within the Shein Group, the brand was created with the aim of revolutionising the cosmetics industry by making innovation accessible to all. In just a few years, the brand has established itself globally, with a presence in over 160 countries and a digital community with over 6 million followers on Ig and over 10 million on TikTok.

Each launch is the result of innovation and collaborations with international suppliers in Japan, Italia and Korea. The make-up collections are the fruit of special partnerships in various fields such as art and design: Sheglam x Willy Wonka, won the award for "Best Beauty & Health IP Collaboration of the Year".

Its affordable positioning makes it particularly relevant for Gen Z, but also capable of attracting a cross-generational audience through the oldest and most effective advertising channel: word of mouth.