Starting Monday, May 10, H&M Beauty has expanded its product assortment on hm.com. Together with its own line of beauty products, the brand gives the possibility to buy another 50 cosmetics brands online. The initiative aims to make its makeup, skincare, and hair offer broader and more global to satisfy even the most demanding beauty lovers. In addition to the already known Maybelline, L’Oréal, The Ordinary, Dr. Bronner’s, I Heart Revolution and Essie, to name a few, on the online platform, you will find the new names (perhaps), such as Mulac, Estrid, Björn Axén, and Real Techniques.
The English company Revolution offers an assortment of over 100 PETA cruelty-free certified items with prices between 3.99 and 12.99 euros. Real Techniques and English offer a range of brushes and sponges for quality make-up with prices between 9.99 and 29.99 euros. But also Frank Body, Tweezerman, Estelle & Thild, Dr. Bronner’s, Egyptian Magic, Mario Badescu, Foamie, Previa, Huxley, The Balm, LastObject, Tangle Teezer, Beautyblender, House of Lashes, I Heart Revolution …
The reason for this choice? The company’s desire to make the world of beauty more democratic gives everyone the opportunity to see and feel good. With what criteria did you choose the brands? One of the main decision-making factors was sustainability because H&M Beauty wants to give visibility to those who consciously pursue their business, doing good to people, animals, and the planet. For H&M Beauty, Italy will be the first market in the world to introduce other brands online. The next step will be to continue this expansion in the various markets. “We will organize the Beauty Party that no one will want to miss. We aim to be in everyone’s beauty kit,” said Amanda Bukowski, Global Head of Marketing & Communication at H&M.
