Sheglam x Rick and Morty: Season 2 Collection Drops

Sheglam, a beauty brand owned by Shein, is launching its second collaboration with the popular animated series "Rick and Morty." This new collection arrives on Friday, May 2, 2026, just before the highly anticipated Season 9 premiere on HBO Max and Hulu. The eight-piece collection includes an "Adventures of Morty" baked palette, an "Ooh Wee!" lip serum, an "Interdimensional Highlighter," and a "Pickle Rick"-inspired hand cleansing spray. Prices for individual items range from $7 to $16, with a complete set available for $139.

This venture into intellectual property collaborations has been a cornerstone of Sheglam's expansion strategy, particularly targeting Gen Z consumers. The brand's initial "Rick and Morty" collaboration in May 2024 was a significant success, surpassing 28,000 units sold and exceeding $200,000 in sales within its first week. The collection's popularity extended for weeks, with the hashtag #sheglamxrickandmorty garnering over 140 million views. Sheglam has previously partnered with other popular franchises such as "Adventure Time," "Harry Potter," and "The Matrix."

Despite not yet having a retail presence in the U.S., Sheglam has significantly expanded its international reach. In 2025, the brand launched in Germany with Dm, in the U.K. with Boots, and in Australia and New Zealand with Kmart and Target. However, the United States remains a critical market for Sheglam. In a 2025 interview, CEO Sylvia Fu emphasized the competitive nature of the U.S. market and stated that the brand's portfolio and creative strategies are heavily influenced by U.S. trends and consumer needs.