Could this be bigger than their Alexander Wang collab?

Words by

Arianna Lucente

When H&M announce something big, people pay attention.

Could this be bigger than their collab with Alexander Wang? I guess we’ll find out.

Say hello to H&M Beauty. The range will launch in September and will include more than 700 pieces, expanding to 1000 shortly after.

That is a tonne of products.

They’ve thought of everything. Makeup, body products, nail polish and hairstyling tools are all part of the line. They’ve released a few photos to build up hype and we’ve spotted some pretty gorgeous lipsticks, stacks of nail polish colours, a mattifying face primer, a liquid eyeliner, a bronzer called Solar Flair Bronzing Powder, an eyeshadow called High Impact Eye Colour, and just heaps of other products in black, white and gold packaging. Sah sleek.

Prices will range from $2.99 to $24.99 so that is a plus.

The line will also feature an eco-friendly collection. These products are certified organic by ECOCERT, use packaging from recyclable materials and have formulas that are free from parabens, silicones, GMOs, synthetic fragrances and dyes.

Concept designer for H&M Beauty, Sara Wallander, refers to the range as fast “fashion for the face.”

Not really sure what she’s trying to say there but hey, let’s run with it.

Get ready and expect queues all the way to Chinatown. Seriously.


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