H&M to launch new beauty line this fall

By

Sarah Ahssen

Published
May 12, 2015

Following in the footsteps of fashion brands like Etam and New Look, H&M is beefing up in the beauty sector. This coming fall, the Swedish retail giant will be launching a new cosmetics line, which will include makeup, body and hair products and beauty accessories, in more than 900 stores around the world and on its website.

With their revamped packaging by designers from the H&M Beauty team, these products will replace the existing range. More than 700 products will be on offer as of the launch, while limited editions - notably for makeup, which will be the core of the offer - will be available each season.

"We are very pleased to develop cosmetics at H&M. This is an opportunity to be inventive, creative and have fun with fashion and colors,” said H&M Beauty’s concept designer Sara Wallander.

Two additional lines will also make an appearance, a premium line and a "Conscious" line consisting of sustainable products certified by Ecocert.