Starting today, H&M won't just be our one-stop shop for all things fashion. With H&M Beauty officially opening its doors in the country, we'll now be running to their stores to get our beauty fix, too!
With over a hundred products in their range, the Swedish brand is definitely out to take over your beauty routine. Their assortment of skin care, makeup, and beauty tools sets you up for a complete pampering experience that won't break the bank!
In a Preview exclusive, H&M Beauty concept designer Sara Wallander tells us about the gems that await at every counter. Find out more about the brand, the products, and more below!
IMAGE Courtesy of H&M
Why did H&M launch a new beauty line?
"Beauty and makeup are such an important part of fashion now. They are part of someone's total look. A nail color, a lipstick and even a foundation can be looked upon as accessories now. The beauty business has boomed and it is more important than ever that we offer something that's very democratic, as we do with our fashion.
"We wanted to offer something that allows people to be creative, that doesn't dictate. We can all have as many different looks as we like, and there is no such thing as a beauty rule. Any traditional rules about how we should look are disappearing."
How would you describe the products of H&M Beauty?
"H&M Beauty is all about choice and creativity. We want to make sure that the range of colors and textures is complete, whatever your style, whatever your beauty regime. We want people to be able to play and experiment. So, it has to be a big assortment!
"You should therefore be able to do all your makeup with our products from start to finish, so there are primers as well as every type of base, from super-light to full coverage. Really, it's a toolkit for whatever type of makeup you want to create, from a classic face to the 'no-makeup' look, or even something more spectacular. We don't want to dictate. That's why we have such a large range."
IMAGE Courtesy of H&M
Infinity Impact Eye Colour, P349
IMAGE Courtesy of H&M
All-Day Liquid Foundation, P599
IMAGE Courtesy of H&M
Matte and Cream Lip Colours, P599
What is the philosophy behind the brand?
"Our focus has been on quality and great design. That's what has always been at the top of our minds and we strive for constant improvement. The design of the products, the packaging, and overall aesthetics really mattered right from the start. Besides, when something is close to you or you use it every day, you want it to look good. A lipstick or a palette are things you might carry around with you and they should be a pleasure to take out and use."
Who would you say is the typical H&M Beauty customer?
"I don't think we have only one type of customer. We are not restricted by age, style or gender in what we offer. Really, the H&M Beauty customer is someone who wants to just create something. We're not prescribing anything. We're offering a toolbox to create whatever you want and enjoy it."
What are the trends for the coming season?
"There are several big trends this autumn, which is great. There's that no-makeup look with a perfect base and flawless looking skin. We're seeing that with or without highlighters. Super-radiance and shimmer are big trends, too. You can have a whole wardrobe of highlighters—just as you'd have different lipsticks or eye shades. You might want a warm golden glow or a cold, futuristic looking glow.
"Then there's a super-metallic, super-glitter, very over-the-top version of this highlighted look. Glitter is big—not just for parties and festivals any more. And it can be used anywhere—eyes, lips, cheeks or even brows.
Finally, really dark colors—from deep jewel tones to almost-blacks are important at the moment. There is a lot of red around—not just for lips and nails, but for eyes too. The same goes for the pink and peach colors in our assortment."
IMAGE Courtesy of H&M
Halo Illuminiser, P599; Hi-Definition Invisible Powder, P799
IMAGE Courtesy of H&M
Solar Flair Bronzing Powder, P599; Pure Radiance Powder Blusher, P799
IMAGE Courtesy of H&M
Pure Definition Mascara, P599; Superfine Browliner, P499
IMAGE Courtesy of H&M
Organic White Tea and Peppermint Hand Cream, P499; Organic White Tea and Peppermint Handwash, P499
H&M Beauty has been around for more than two years now, and available in almost 40 countries. What is happening next?
"Yes, the journey of launching the new H&M Beauty line has been such a fantastic experience, both developing new products and creating packaging, but also working with a fantastic team and working with people from all over the world. So, we are looking forward to our next steps: developing the product ranges, as well as the store experience."
IMAGE Courtesy of H&M
Visit the H&M Beauty section at SM Megamall to update your collection today!
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