This Spring (Fall in the Northern Hemisphere), H&M will unveil it’s official push into beauty. They will launch 700 new beauty products as a part of their first full beauty collection – available in 900 stores and online. The stores will have dedicated beauty areas. It’s expected to expand to 1000 SKUs and be priced between US$2.99 and $24.99.
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H&M have always had bits and pieces of ‘beauty’ in their stores but there has never been a formal push into the space. In fact, in NYC earlier this year we noticed they were playing around with face masks and the like – a potential hint of where they were heading.
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They also stock beauty through their sister brand – & Other Stories – which offers a range of fragrance, lotions and nail polishes.
The new collection will cover makeup, hair care, body care, beauty tools (brushes etc), a premium line (higher priced product) and a conscious line (to fit with their fashion line of the same name dedicated to sustainable practices in production). Of the launch the brand says:
“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.”

Author Pippa Kulmar

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