H&M is entering the beauty sector

Published: 2015-05-13 by Marina Milojević in Makeup

H&M, a Swedish multinational retail-clothing company, has just announced that it is preparing to launch its new beauty franchise in September 2015.

As explained by the brand, H&M Beauty will comprise no less than 700 stock-keeping units. The beauty collection will include everything from makeup, accessories, bath and body products, hair care, and skin care, and it should completely replace the brand’s current beauty line which consists of nail lacquers, fragrances and lotions.

Similarly to its fashion collections, the H&M Beauty will offer two separate ranges: a premium designer range, and an organic line licensed by Ecocert, named Conscious. A designer collaboration is still a highly guarded secret, which will be announced in November 2015. By the end of the year, the whole collection should expand to 1000 pieces, each in a price range of $2.99 - $24.99

In a press release, Sara Wallander, concept designer at H&M Beauty said "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."

H&M Beauty will be available this fall at more than 900 H&M stores and online. The brand will also offer new limited edition products each season.