Home Beauty H&M Introduces New Beauty Line in Singapore
H&M Introduces New Beauty Line in Singapore

H&M Introduces New Beauty Line in Singapore


H&M Beauty
via Her World Plus

For all the make-up fanatics out there, we have good news for you because H&M Beauty line has officially graced the shelves of its flagship store in Orchard as well as H&M at One Raffles Place.

The Swedish fast-fashion retail chain has finally brought over its beauty range to Singapore, after entering the fray in more than 40 countries in September last year.

The range – consisting of more than 1000 products – was rolled out in more than 900 stores in territories including the United Kingdom, Sweden, the United States, France, Germany and Denmark.

H&M Beauty
via H&M Twitter

The beauty line includes make-up such as foundation, lipcolour and eyeshadows; beauty tools such as brushes and sponges; and skincare items such as face masks, body scrubs and moisturisers.

The range will also include two subsidiary collections, a premium bodycare line and H&M Conscious Beauty – a range of organic, more sustainably produced products for skin, hair and body.

Best part about all these is that all products cost less than $20 each!

“We think of it as ‘fashion for the face’—it’s a fun part of shaping your look,” says H&M Beauty’s concept designer, Sara Wallander, in her thickly staccatoed Swedish accent. She, along with a dedicated team of experts, has been quietly working away on the behemoth project for more than three years.

On why H&M did not come up with its line of beauty products earlier, Ms Wallander says: “We wanted to create a concept that is comprehensive, something that evolves and updates.”

She worked with an in-house beauty team on the collection, which took four years to develop. They worked on everything from developing the colour range for the nail polish to creating the design packaging. The wide range, she adds, targets “all customers and beauty lovers, regardless of age”.

H&M Beauty Nail Polish Collection
via Asia One Women

Singapore is the first country in South-east Asia to stock the collection. H&M Beauty is now available in Singapore at the flagship Orchard Building store, and from today, 13 September onwards, the H&M Beauty range will also be available at H&M One Raffles Place for some dinnertime shopping spree in the CBD!

Are you just as excited as we are about the new beauty line by H&M?! Let us know in the comments below!


Hui Xin Huixin is a true ENFJ. Her passions include fashion, dancing and everything design. Her latest obsession? Acai!


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