H&M’s beauty spread

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

The Star Malaysia - Star2 - - Trends - By SAN­DRA LOW star2@thes­tar.com.my

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.

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