H&M to launch fashion for the face

H&M is looking to tap into some of the exploding growth in the beauty industry by launching its first beauty collection.

The retailer will launch the products this fall, with an assortment of makeup as well as hair care, body care and beauty tools. The company says the range, with an ever-evolving makeup selection, will focus on seasonal looks, ideas and colors. The products will be available in over 900 stores worldwide and online at hm.com.

"We are very excited to offer 'fashion for the face' at H&M. It's an opportunity to be inventive and creative, and to have fun with colors," says Sara Wallander, concept designer at H&M Beauty.

The launch comes at a time when makeup is more important than ever as an expression of personal style, whether the look is natural, classic or fashion-forward. There will be new, dedicated beauty areas within the stores to help customers experiment with trends and develop a look that's all their own.

Over 700 beautifully packaged makeup products will be introduced within the launch, followed by seasonal drops of new and limited-edition color collections.

The range, which will replace existing beauty products at H&M, will also include two subsidiary collections: a premium beauty line and a conscious assortment of sustainable products.

H&M has more than 132,000 employees and around 3,500 stores in 58 markets, including franchise markets.