Known for their fashionable and affordable clothing, the Swedish brand has firmly cemented its place in the British high street. Over the years, they’ve introduced homewares, children’s clothes and produced collaborations with the hottest designers – think Isabel Marant, Karl Lagerfeld, Versace and the upcoming Balmain. So it seems only logical for the store to branch out into the beauty and make-up market.
Launching online on 17th September, and available in-store from October 1st, the 700 piece collection comprises of make-up, fragrances, hair styling and body care products. There is also a premium line and Ecocert-approved sustainable products available, alongside make-up tools. The range is affordably priced and comes in simple and sleek packaging – you’d never believe that prices start from just £1.99.
The make-up products consist of all the latest trends, like smoky eyeshadows, bushy brow gels and matte lips, but also offer more contemporary pieces such as glitter dust and experimental shades.
Also included in the beauty haul are body lotions, scrubs and eau de toilettes in five different scents – cashmere haze, rose reverie, urban verve, midnight muse, and Caribbean crush. The fragrances consist of elegant scents like sandalwood, vetiver, coconut and amber.
H&M’s new haircare range consists of styling products including sprays to achieve beach waves and finishing and primer sprays. There are also BB creams for your hair and texturizing pastes.
Speaking about the collection, Sara Wallander, H&M Beauty’s concept designer, said, “We wanted it to be for everyone; that’s been super important from Day One. Much like with their clothes, people put high demands on their makeup. You have your basics, your favourite products that you use every day, and then there are the more experimental colours. If you usually do a smoky eye, why not do it in eggplant or inky blue? You can keep your ordinary look, but just mix it up with new hues.”
Be warned – you’ll need to hurry if you want to snap up these beauty bargains, as they are bound to sell out fast.
