It was only a matter of time before Swedish retailer H&M decided to join in on all the beauty fun. Quite frankly, I’m not surprised at all by the makeup dabbling they’ve stamped as, “fashion for the face.”


The line will be launching in September with more than 700 pieces and expanding quickly to 1,000 shortly after. H&M Beauty will include everything from makeup to body products, nail polish, and hair styling tools. The price tag you ask? A steal, ranging from $2.99 – $24.99.


You eco-friendly fashionistas won’t feel left out either. According to,

With eco-friendly fashion being a big pillar for the brand, Conscious Beauty will introduce consumers to organic, Ecocert-certified, sustainable offerings—enabling shoppers to easily green their routines from a 360-degree perspective. The packaging for this range features recycled materials, and all manufacturing processes for the paraben-, silicone-, GMO-, synthetic fragrance-, and dye-free formulas have a minimized impact on the environment. A premium line is also in the works to entice the more discerning beauty junkie interested in luxury and performance.


Upon first look, the packaging is super cute with an “affordable luxe” feel, showcased in their metallic gold lipstick tubes and classic matte black and white foundation compacts.




The big question is, what about the quality? Only time will tell. Until then, I’m looking forward to the launch this fall to see what this budget-friendly collection has to offer!




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