H&M Beauty: the new superbrand with over 700 products

H&M Beauty: the new superbrand with over 700 products

Columnist

High-street fashion store H&M is breaking into beauty with a bang by announcing new skincare, bodycare and haircare ranges, and a 700-piece make-up line

BY Katy Young | 13 May 2015

H&M Beauty: the new superbrand with over 700 products

H&M Beauty: the new superbrand with over 700 products

H&M Beauty, we’ve been expecting you. For years you’ve teased us with those limited-edition make-up collections (remember the Lanvin lipsticks?) and a smattering of own label cosmetics.

So lo and behold a beauty collection has been announced this morning.

The new collection will hit H&M counters this autumn in 900 stores around the world, with over 700 make-up products alone. This is a mass production if ever we saw one.

IN PICTURES – 10 Best: coloured lip glosses and balms for summer

H&M Beauty: the nail colours

The Swedish fashion brand has gone all out by launching with a complete skincare, bodycare, hair styling and make-up range. On its beauty brief, H&M reveals that fashion is at the heart of H&M Beauty; just as its clothes are inspired by seasonal trends and colours, so too will the make-up, ‘with seasonal drops of new and limited edition colour palettes throughout the year,’ says the brand.

Replacing the existing beauty products (nice, but not great), H&M Beauty will also include two subsidiary collections: a premium beauty line and a conscious range of Ecocert-approved sustainable products.

IN PICTURES – H&M Conscious Exclusive collection Lookbook

Taking it back to the good old fashioned touchy-feely beauty school too, H&M has decided to stock its new beauty collection in dedicated in-store areas, as well as online at H&M.com, ‘for customers to experiment with the latest make-up trends and develop a personal and unique look,’ it says. We hear that a natural, dramatic and classic looks will all be catered for, too.

“We are very excited to launch H&M Beauty. It’s an opportunity to be inventive, creative and to have fun with colour that inspires us,” says Sara Wallander, concept designer, H&M Beauty.

If its designer collaborations are anything to go by, this venture is sure to be a success and we look forward to making our personal beauty and fashion statements in one fell high-street swoop.

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Posted on May 14, 2015, in #international, #retail. Bookmark the permalink. Leave a comment.

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