Kenneth Liu on how SHEGLAM has grown in the UK

Singaporean beauty brand SHEGLAM was launched in 2019 by ecommerce platform Shein.
It has grown exponentially in the UK over the past few years and SHEGLAM’s General Manager of Europe Kenneth Liu explains how the brand has grown its presence in the UK.
He says the biggest driver of growth for SHEGLAM within the UK market, is the brands “product innovation and clear differentiation from other brands”.
According to Liu, it takes a three step approach to innovation, its first its