H&M pairs flagship stores to dedicated beauty shops

H&M is expanding its H&M Beauty concept: after a debut in Oslo, two stores are now also opening in Stockholm. The cosmetics shops can be found next to the brand’s clothes stores, for a ‘complete look’.

‘Where fashion and beauty merge’

Last year, H&M first tried out its own Beauty shop in Oslo, and now that the concept is catching on, it is being rolled out globally. H&M hometown Stockholm is kicking off this autumn, with two ‘standalone’ H&M Beauty shops. The first will open on 12 September in the Mall of Scandinavia.

In both cases, the make-up boutiques will have their own entrance, but will still be connected to the adjacent H&M clothing shop. Deliberately, because the fashion group wants to offer customers ‘a complete look in which fashion and beauty blend seamlessly’. Not only in-store, by the way; H&M also wants to create an inspiring ‘beauty universe’ online.

The cosmetics stores not only sell their own products, but also external brands. The revamped range comprises a total of 80 brands, including well-known labels such as MAC, e.l.f. Beauty and Kylie Cosmetics. Besides make-up, H&M also offers a new fragrance collection there.