H&M to launch full range of beauty products, create new in-store beauty areas

STOCKHOLM, Sweden — Competition within the beauty space continues to heat up as apparel retailer H&M is looking to launch this autumn a full range of beauty products, including make-up, hair care, body care and beauty tools.



The products will be available in more than 900 stores worldwide and online at hm.com. There will be new, dedicated beauty areas in the stores to help customers experiment with trends and develop a look that’s all their own.



“We are very excited to have ‘fashion for the face’ on offer at H&M. It’s an opportunity to be inventive, creative and to have fun with colours”, stated Sara Wallander, concept designer at H&M Beauty.



There will be more than 700 packaged make-up products in the range at launch time, with 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 range of Ecocert-approved sustainable products.