Alert generates commotion: "Statement triggers concern: 'Everyone is in jeopardy'"

Sheglam, a cosmetics brand owned by the Chinese fashion conglomerate Shein, is set to make a significant impact in the beauty industry. Starting from October, Sheglam will be available in approximately 1500 dm branches and online.

This partnership is not without risk due to Shein's criticism for its production methods. However, the move by dm to include Sheglam in its range could signal a shift towards more trend-focused and social media-friendly products in the retail sector.

Sheglam's popularity on social media suggests it is no longer a niche product. Its products, known for their eye-catching looks and constant trend updates, are particularly appealing to young customers. This target demographic, attracted to trends and eye-catching looks, could shift consumer habits in the beauty industry.

Digital expert Karo Junker de Neui, CEO of Etribes and co-host of "Kassenzone" podcast, views this move as a significant market change. He believes that Sheglam's appeal to the young target group could increase foot traffic in dm branches.

Industry experts predict Sheglam's annual turnover in 2024 to exceed 400 million euros. Established brands must rethink their social media strategies to keep up with Sheglam's digital pace and innovative power. Specialist magazine W&V reports that established brands need to adapt to stay competitive in the face of Sheglam's digital dominance.

However, the inclusion of Sheglam in dm's range is being closely monitored by the industry. The economic and financial magazine InvestmentWeek frequently criticizes Shein for its production practices. While dm is known for sustainability and social responsibility, Shein is criticized for aggressive low-cost production and lack of transparency.

Social media expert Pauline Sophia Machtolf has high expectations for the successful collaboration between Sheglam and dm. However, she has concerns. She believes that while the hype around the Shein-affiliated cosmetics brand might bring short-term reach to dm, it could undermine the very values that have made the dm brand strong in the long term.

"Drugstore hauls" on social media, where young customers discover and buy new products, could be boosted by the inclusion of Sheglam. The success of Sheglam could have dramatic consequences for the beauty industry, as predicted by industry experts.

Sheglam's strength lies in its digital origins, allowing it to collect more data points than traditional competitors. This data-driven approach could revolutionise the way beauty products are marketed and sold.

In conclusion, the partnership between Sheglam and dm could mark a turning point in the retail sector, with a focus on trend-focused and social media-friendly products. However, questions remain about the sustainability and ethical implications of this partnership. Only time will tell how this development will shape the beauty industry.