Glowbored PR lands Sheglam as brand accelerates Australian push

GLOWBORED PR has been appointed by global beauty brand SHEGLAM to lead its Australian communications strategy, as the fast-growing cosmetics label ramps up its local market presence.

The agency will oversee strategic communications and campaign execution, spanning earned media, creator engagement and brand activations aimed at building cultural relevance and awareness among Australian consumers.

The appointment comes as SHEGLAM continues to expand beyond its digital roots into broader consumer touchpoints, with Australia playing a key role in its next phase of growth.

Known for its trend-led product innovation and accessible price point, the brand has built a strong following among Gen Z and millennial audiences, generating billions of views across social platforms.

Under the partnership, GLOWBORED PR will focus on translating that global momentum into a locally resonant narrative, leveraging its experience across retail, lifestyle and creator-led storytelling.

Creator-Led Strategy At The Core

The remit signals a continued shift towards integrated communications strategies that blend earned media with influencer and creator ecosystems, particularly in beauty, where discovery and conversion are increasingly platform-driven.

GLOWBORED PR will deliver a series of campaigns and market-facing initiatives designed to bring SHEGLAM’s positioning to life for Australian audiences.

Jeremy Hansen, founder and managing director of GLOWBORED PR, said the partnership arrives at a critical moment for the brand locally.

“We’re thrilled to be partnering with SHEGLAM at such a defining moment in the brand’s Australian trajectory,” said Hansen.

“SHEGLAM is a brand that understands culture, speed, and accessibility - and this next phase is about translating that energy into meaningful, high-impact moments locally. We’re looking forward to bringing that to market in a way that feels both strategic and creatively ambitious.”

The win further bolsters GLOWBORED PR’s roster of consumer, fashion and lifestyle clients, as brands continue to invest in culturally-led communications to cut through increasingly crowded beauty and retail categories.

For SHEGLAM, the move underscores a broader ambition to localise its global success, leaning into creators, community and cultural relevance to drive growth in Australia.

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