dm Begins Selling Shein’s Sheglam in 1,480 German Stores

Overview

• The rollout began on October 1 with an initial 67-item range, largely makeup for face and lips, stocked in 1,480 of dm’s 2,150 German branches.
• dm says the brand’s presence could move from a trial to a permanent placement depending on customer response and sales performance.
• Distributor Bacodi says all 67 products underwent laboratory testing with no objections, and dm also commissioned checks from SGS Institut Fresenius.
• Influencers and experts criticized the move over Shein’s supplier labor record and transparency, citing prior reporting on excessive hours and documented child labor cases at some suppliers in 2023 and 2024.
• Sheglam targets younger shoppers, reports strong 2023–2024 sales, has about 10 million TikTok followers, entered UK stores via Boots in August, and is eyeing further European expansion.