H&M’s beauty spread

The global Swedish fast fashion retailer will soon have a dedicated section for beauty products.

SHOPPING for fashion and beauty will be easier when H&M introduces its H&M Beauty line within its stores.

Fans of the global Swedish fashion retailer Hennes & Mauritz will soon be able to shop for beauty products in Malaysia.

The H&M Beauty concept features an extensive line of cosmetics, including body and hair products. The highlight of the range is the ever-evolving make-up selection, primed to bring out the best in seasonal trends and colours.

The full beauty range will be launching in selected stores later this year.

“We are very excited that H&M Beauty will finally be available in Malaysia,” Fredrik Famm, country manager of H&M Southeast Asia, said in a press statement.

“At H&M, we see beauty as ‘fashion for your face’ and a natural part of completing a fashion look.”

“H&M offers shoppers the latest trends and quality fashion while staying affordable, and the upcoming beauty range will continue to stay true to our mission.”

H&M Beauty, in an area within the store dedicated to house the range, will be offering around 1,000 make-up, body and hair products packaged in the signature colours of ivory, black and gold.

Additionally, there will also be seasonal make-up drops of new and limited edition collections.

The beauty corner will feature an assortment of fragrances, bodycare, haircare and styling products as well.

H&M will also launch two subsidiary collections: a premium bodycare range and the ‘Conscious’ range of Ecocert-approved sustainable products.

The Ecocert-approved products have at least 95% of the ingredients coming from natural origins and at least 10% of ingredients from organic farming.

Behind this Beauty Concept is Sara Wallander, the concept designer at H&M Sweden.

Wallander and her team introduced over 700 beauty products to the market in October 2015.

Since H&M already offers conscious choices with fashion, they decided to take the obvious next step by offering a conscious beauty collection.

“We really wanted to create an irresistible assortment since there is nothing less sustainable than a product nobody wants,” Wallander stated on hm.com.

Consisting of almost 30 products ranging from dry shampoo and tinted lip balm to aluminium-free deodorant, they come in recyclable packaging.

“Nothing can be truly innovative without taking sustainability into consideration,” Wallander added.