H&M is now branching out into beauty with a full range beauty collection. The launch will kick off in stores this fall, with an assortment of makeup as well as haircare, body care and beauty tools. Fashion is at the heart of the range, with an ever-evolving makeup selection that focuses on seasonal looks, ideas and colors. The products will be available in over 900 stores worldwide and online at www.hm.com.
The launch comes at a time when makeup is more important than ever as an expression of personal style, whether the look is natural, classic or fashion-forward. There will be new, dedicated beauty areas within the stores to help customers experiment with trends and develop a look that's all their own.
"We are very excited to offer 'fashion for the face' at H&M. It's an opportunity to be inventive and creative, and to have fun with colors," says Sara Wallander, concept designer at H&M Beauty.
Over 700 beautifully packaged makeup products will be introduced within the launch, followed by seasonal drops of new and limited-edition color collections. The range, which will replace existing beauty products at H&M, will also include two subsidiary collections: a premium beauty line and a Conscious assortment of Ecocert-approved sustainable products.