H&M further expands its H&M Beauty concept

H&M Beauty is set to open two stores in Stockholm – one 220sq m and the other 620sq m.

The beauty-only stores will have their own entrances but will take on the ever-popular store-in-a-store concept; as part of the main H&M fashion store.

The assortment will include H&M Beauty's own makeup line and its new scent range, as well as a mix of over 80 global and Scandinavian beauty brands.

According to general manager for H&M Beauty, Catherine Wigzell, the new stores have “an even stronger assortment with premium brands that perfectly complements our fashion offer and unleash self-expression for all.”

“This is more than just an upgrade; it's a whole new experience," she said. 

H&M Beauty also said it is “elevating” its portfolio with the addition of 20 new cosmetics brands.

This will include the much-loved colour cosmetics brand MAC Cosmetics, as well as e.l.f beauty, Kylie Cosmetics, Anastasia Beverly Hills, Morphe, Nudesticks, Origins, The Inkey List, and Olaplex.

There will also be a K-Beauty section with a wide range of Korean brands.

"We are especially delighted to step into partnership with MAC Cosmetics. MAC is an iconic makeup brand with DNA rooted in fashion and this makes them an ultimate fit for H&M Beauty," shared Maria Sadowska, global head of assortment for H&M Beauty. 

The flagship Swedish store will open at the Mall of Scandinavia Stockholm on 12 September and the second store will open later in the autumn on Drottninggatan 56 in Stockholm.

Already opened two stores in Oslo​

Last April (2023), the fast-fashion retailer had shared that it was on a mission to "build the most fashionable beauty destination" when it opened up its first-ever beauty stores in Oslo, Norway.

The clothing brand had already established its beauty line in 2015, which it sold via its fashion stores, but on realising that cosmetics was a lucrative market, it opened two beauty-only stores in Oslo, with a space of approximately 300 square metres per store. These were also based within branches of H&M but had their own separate entrances.

At the opening, these two stores carried H&M Beauty own-brand products, as well as a range of Scandinavian and world-leading brand such as Huda Beauty, Kayali, Smashbox, Anastasia Beverly Hills, KVD, and Origins.