H&M takes deep dive into beauty with new stores

By

Sandra Halliday

Published
Apr 3, 2023

Beauty is increasingly seen as the key category for retailers to dive into and opening specialist multi-brand beauty stores is the most obvious example of this at present, both for existing multi-brand retailers and those previously known for their own-label offer. The latest to take a deep dive is H&M with its first ever global flagships for H&M Beauty.

The fashion retail giant said the first locations will invite customers “to a brand-new and upgraded in-store experience” and that they’ll carry “a wide selection of H&M beauty products, Scandinavian and world-leading beauty brands, as well as exclusive ranges including the globally renowned makeup brand Huda Beauty”.

It added that it has “worked actively during the past few years to build its own beauty organisation and these flagship stores aim to sharpen its offer, meet customer demand, and create an elevated physical store experience”.

This comes as a variety of retailers invest in beauty stores with names such as Harrods, Sephora, Next, Space NK, Boots and more making the most of huge consumer interest in the segment and especially in premium and luxury brands, as well as own-brands.

The first H&M Beauty stores will be in Oslo, with a space of approximately 300 square metres per store, based within H&M with their own entrances and set to offer H&M Beauty’s own-label alongside over 80 external brands. Customers will be able to find beauty bars, shop inspirational products and get help and advice from in-store beauty advisers. 

It added that “inspiration for the store concept and design mixes cocktail bar and spa-like aesthetics, offering both a social scene as well as a self-care and wellness assortment”. 

And it said “this is the start of H&M Beauty's journey with the goal of creating both a physical and digital beauty universe where the customer can be inspired and buy their entire look”. 

As mentioned, Huda Beauty is among the brands it will offer, as well as Wishful, Kayali, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S. 

The first store will open in early May at Karl Johans gate 14 and the second towards the end of the month in Oslo City.