Beauty and fashion often go hand in hand, so it’s about time that fast-fashion retailer H&M had an extensive line of makeup, body, and hair care products to match the brand’s ever-rotating racks of on-trend garments. Following in the footsteps of sister brand & Other Stories, today H&M launched a collection of over 700 beauty products ranging in price from $2.99 to $24.99. The collection is available in 900 stores worldwide, an will be online at hm.com on September 17. Unable to wait for online shopping, I ran over to the Herald Square flagship store in New York City to look at, test, and smell everything.
The makeup comes in literally hundreds of shades, with standout products like Gossamer Lip Stains, metallic Colour Essence Eye Pencils, Pure Velvet Cream Blusher, and High Impact Eye Color (it comes in 83 colors). You’ll also find over 200 shades of chip-resistant nail polish and nail treatments. You’ll also find an arsenal of affordable extras like false lashes, makeup brushes, cosmetics bags, nail files, brow kits, and more.
For skin care, H&M’s new Body Basic Series is far from basic — you’ll find lotions, body wash, scrubs, body mist, and fragrance in four scents (but more to come): Midnight Muse, Caribbean Crush, Rose Reverie, Urban Verve, and Cashmere Haze. I was amazed at how well the names evoked the scents, which were never overkill. To kick things up a notch, try the brand’s Body Premium Series, which comes in chic black and white packaging and two formulas: The cream-based Intuition line and the oil-based Revelation line. The complex fragrances are reminiscent of indie, edgy, high-end lines.
Lastly, there’s hair care — typically tricky territory for a new brand to take on, but I was immediately intrigued by the Beachy Keen Salt Water Cream, Do it All BB Cream, and Gloss it Over Finishing Spray that turned out to be as nice as their packaging. Click through the slideshow for some collection standouts.