Swedish high street brand H&M is breaking into the beauty market with a new ‘fashion for the face’ concept, aimed at the budget-conscious fast fashion consumer. Set to launch in September, the initial 700-piece collection will eventually expand to include some 1000 makeup, body, nail and hair care products and tools.
Subsequent subsidiary ranges will include a Premium line designed to compete with luxury beauty brands, while Conscious Beauty will tie in with the H&M Conscious fashion range, offering a 360-degree approach to eco-friendly cosmetics by using organic ingredients and recycled packaging. Following H&M fashion’s highly successful designer link-ups, the Trendstop beauty team also predict that it’s likely we’ll be seeing some similar beauty-based collaborations in the near future.
The H&M Beauty collection launches September 2015, with prices ranging from $2.99 to $24.99.