The Scandinavian brand adopts the fall of a new concept of beauty products.

H&M Beauty will hit stores this fall. © H&M

H&M Beauty will hit stores this fall. © H&M

In order to offer an increasingly global offer, H&M sees the big picture to launch her own makeup claw, called H&M Beauty. While some make-up products already existed, it is for this initiative to create a true range with over 700 references, also including treatments for body and hair.

The H&M Beauty line features 700 SKUs. © H&M

The H&M Beauty line features 700 SKUs. © H&M

Three different lines will be available. The first consists of conventional makeup products, the second will be a high-end set, while the third will be dedicated to sustainable products (Ecocert certified). Beauty H&M will be unveiled as a whole in the coming year.

H&M Beauty offers colour cosmetics, but also body and hair care...

H&M Beauty offers colour cosmetics, but also body and hair care products and accessories. © H&M

Beauty, in particular make-up, is one of the main diversification axis chosen by fashion retailers looking to increase the average spend per client.