The last of the H&M concepts, Beauty, arrives

BACK IN 2015, Swedish fashion retailer H&M threw its US market in a tizzy after launching what came to be known as H&M Beauty, a product line with more than 700 items. Two years after the US launch, the now 1,000-strong selection of beauty products has finally reached Philippine shores.

“We believe the Philippines is now ready for another beauty brand. I know we have a lot of competitors in terms of fashion and beauty in the country [ but it’s an indicator that there’s a] big market for beauty, so it’s really the best time to launch,” Dan Mejia, H&M Philippines head of communications and press, told BusinessWorld during the launch on Sept. 5 at the H&M offices in Makati City.

The entire H& M Beauty department — as the products include items for hair care, skin care, nail care, and makeup and makeup tools — will be available starting Sept. 15 in seven of largest H& M branches in the country: SM Megamall, SM North EDSA, SM Mall of Asia, Festival Mall, Ayala Center Cebu, Robinsons Place Manila, and Greenbelt 4.

About 15 sq. m. of the floor space of the select H&M stores will be dedicated to the Beauty department.

The beauty products are relatively affordable as Mr. Mejia said that the price points are very accessible (many products in the US store are priced between $6.99 to $10.)

“For example, the eye contour products are at P349 only. So [the products] follow the H&M philosophy of offering quality at the best prices,” he said.

The company currently has 26 stores in the country with two more locations set open within the year: Robinsons Galleria and another in Tacloban, Leyte.

“With the entry of the Beauty department, we have brought all the H&M concepts in the Philippines,” said Mr. Mejia. —