SHEGLAM, the viral beauty powerhouse championing accessible beauty with trend-driven products, is set to turn Sydney into the ultimate beauty premiere. To celebrate its retail expansion into Kmart Australia, SHEGLAM will be hosting an immersive three day launch experience at Westfield Parramatta from May 29 to 31.

Set against a backdrop inspired by Hollywood film premieres and pop culture glamour, the event brings together beauty lovers for an experience designed to celebrate self-expression, experimentation, and the fun side of makeup.

Since expanding nationally, the brand has been delivering affordable beauty to Aussies, with its high-performance range now stocked in select Kmart stores nationwide. This marks a major milestone for SHEGLAM locally, bringing some of the brand’s most viral makeup directly to Australian consumers through physical retail for the very first time.

The launch has already generated massive buzz online, with shoppers flooding TikTok and Instagram with first impressions, product hauls, and reviews praising the quality, affordability, and accessibility of the range.

Tapping into this excitement, the Westfield Parramatta event will offer guests immersive beauty moments, creator-led content experiences, and interactive glam stations. Attendees can also explore product discovery zones and get a firsthand look at some of SHEGLAM’s most talked about products, including the fan favourite Colour Bloom Liquid Blush, Sun Sculpt Liquid Contour, and Crystal Glaze Moisturising Lip Care.

Event Details

What: Now Showing: SHEGLAM Australia Launch
Where: Westfield Parramatta Centre Court, Sydney
When: 29th-31st May, 2026

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