Sheglam makeup sold at Kruidvat without disclosing Shein link, sparking ethical concerns

Sheglam, a makeup brand associated with the controversial fast-fashion retailer Shein, is now available in Dutch drugstores like Kruidvat, but its origins are kept deliberately obscure. Customers purchasing lipsticks and concealers would likely be unaware of the connection to Shein, as the brand's packaging and in-store presentation offer no clues.

Shein has faced persistent criticism for its lack of transparency concerning its manufacturing processes and factory locations. Human rights groups, including Amnesty International and Public Eye, have accused the company of employing modern slavery practices. The anonymity surrounding Sheglam's production raises similar concerns about where and by whom these products are made.

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That is very easy if something goes wrong, because then the company can always say that it has nothing to do with it.

Hannelore Hillesum, coordinator for the human rights organization We Social Movements, described this lack of transparency as a deliberate strategy. "In every industry, we see companies that are not transparent about their production lines," she stated. This approach allows companies to distance themselves from potential problems, claiming ignorance if issues arise.

Public Eye's research indicates Shein shifts responsibility for labor conditions and product quality to its subcontractors, who must then indemnify Shein against any violations. This allows the company to attribute issues like excessive working hours or inadequate safety measures to suppliers rather than its own practices. Hillesum believes the marketing of Sheglam in Kruidvat targets young women, Shein's primary demographic reached through social media influencers, suggesting the separate branding is a tactic to conceal the Shein connection from a growing segment of consumers wary of fast fashion.

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I suspect it is a marketing strategy to hide the connection with Shein.