Sheglam is running it back on its most successful collaboration to date.
The Shein-owned beauty brand is teaming with “Rick and Morty” to launch a second themed collection ahead of the sitcom’s Season 9 return on HBO Max and Hulu later this month.
Launching Friday at 10 p.m. EST via Sheglam’s direct-to-consumer website, the eight-piece collection includes an Adventures of Morty baked palette; Ooh Wee! lip serum; Interdimensional Highlighter, a Pickle Rick-inspired hand cleansing spray and more.
Prices range from $7 for the hand spray to $16 for the color palette, though consumers can buy the full Sheglam x Rick and Morty 2.0 set for $139.
The Sheglam x Rick and Morty 2.0 set.
Courtesy of Sheglam
IP collaborations have been central to Sheglam’s growth strategy among Gen Z in recent years. The brand’s first “Rick and Morty” collaboration released May 2024 and sold more than 28,000 units — exceeding $200,000 in sales — during its first week. It also remained viral for weeks afterward, with the #sheglamxrickandmorty hashtag exceeding 140 million views total.
Other buzzy Sheglam collaborations have included launches with “Adventure Time”; “Harry Potter,” and “The Matrix,” while the brand is otherwise best known for affordable makeup products like its hero Color Bloom Liquid Blush, $5.99, and its Good Grip Hydrating Primer, $10.59.
Though the brand has yet to enter U.S. retail, Sheglam’s international footprint saw significant expansion in 2025, launching at Dm in Germany; Boots in the U.K. and Kmart and Target in Australia and New Zealand.
In a 2025 interview with WWD, though, Sheglam founder and chief executive officer Sylvia Fu said that the U.S. is Sheglam’s most critical market.
“It is the most competitive market, and it is the market where Sheglam must try its best to do well — we’ve basically developed our portfolio and creative strategy based on U.S. trends and consumer needs,” she said at the time.
