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H&M leaps into beauty with affordable makeup collection

H&M beauty makeup line
Swedish fast fashion retailer H&M is kicking its focus on beauty up a gear.

Although the global fashion giant retailer, that now offers men’s, women’s, kids and home categories, has dipped its toe into beauty in the past, an imminent makeup line will help cement a wider footing in the beauty area. 

The line offers an edit of ‘must-have’ items to create a full face of makeup and offers more modern formulas and finishes at an affordable price point. Crimson red packaging has been used to denote what the brand says are its most iconic products such as new Volume Icon Lash mascara and Satin Icon lipstick.

According to H&M the makeup collection will include four different types of mascara (priced at 9.99€ / NZD$17.80 each), blush and lipsticks in 54 shades with satin and matte finishes, among other product categories. 

Each product is vegan and is formulated  to be kind to skin, containing popular ingredients such as vitamin E and hyaluronic acid.

The range is to begin its roll out globally from October in stores and online with further expansion to come in 2024. 

Celebrity and editorial makeup artist Raoúl Alejandre has been appointed ‘global makeup artist’ for the line. The star artist has a well-known bold, glamorous and artistic aesthetic, regularly working with boundary-pushing performers and creatives as well as a diverse clientele of celebrities including FKA twigs, Naomi Campbell, Angelina Jolie, Nicola Peltz Beckham and Zendaya.

Los Angeles-based Alejandre is said to be steering the creative vision of the reimagined color cosmetics offering in H&M’s upcoming campaigns.

The artist previously worked as Valentino’s global makeup artist, helping launch the luxury label’s makeup line in 2021 as well as working on product development.

In May this year H&M opened two beauty-focused concept boutiques in Oslo, Norway, retailing a variety of beauty brands including H&M-branded beauty products, Scandinavian beauty labels and some brands exclusive to Norway, including Huda Beauty. There has been no word as to if the approach will be expanded into other areas.


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