H&M BEAUTY OPENS FIRST SWEDISH FLAGSHIP STORES
This fall, H&M Beauty invites customers to their first ever Swedish flagship stores, continuing their journey towards building the most fashionable beauty destination in the world. The new stores will offer customers an elevated and inspiring in-store experience with an upgraded and reimagined brand portfolio across all categories as well as in-store services. The assortment includes the full range of H&M Beauty's own reimagined makeup line, their new fragrance collection as well as over 80 global and Scandinavian beauty brands.
The two stores mark the next phase in H&M Beauty's journey, aiming to create an inspiring and cohesive beauty universe, both physically and digitally, where customers can discover and purchase their complete look.
The stores located in Stockholm present 220 and 620 square meters of new beauty experiences. The beauty areas will have their own entrances and be part of the H&M store, offering the customers a direct connection to fashion.
"We're thrilled to unveil our new beauty destination—an even stronger assortment with premium brands that perfectly complements our fashion offer and unleash self-expression for all. We aim to inspire every customer, whether in-store or online, to walk away with a complete look that seamlessly blends fashion and beauty. This is more than just an upgrade; it's a whole new experience!"
says Cathrine Wigzell, General Manager, H&M Beauty.
H &M Beauty are elevating their portfolio and launching over 20 new brands. Uniting the worlds of fashion and beauty H&M Beauty invites MAC Cosmetics to the portfolio. New brands curation will also offer new to Scandinavia e.l.f. beauty with an exclusive access throughout all of Scandinavia for two weeks when opening H&M Beauty Flagship in Mall of Scandinavia. Among other brands customers will also find KYLIE Cosmetics, Anastasia Beverly Hills, Morphe, NUDESTIX, Origins, The Inkey List or Olaplex and exciting destinations such as KBEAUTY with a wide range of Korean brands.
"We are especially delighted to step into partnership with MAC Cosmetics. MAC is an iconic makeup brand with DNA rooted in fashion and this makes them an ultimate fit for H&M Beauty,"
says Maria Sadowska, global head of assortment, H&M Beauty.
H&M Beauty's flagship store in Mall of Scandinavia Stockholm will open its doors at 10.00 on 12/09/2024. The second store will open on the 25th of October on Drottninggatan 56 in Stockholm. Join us to celebrate our openings, the first 600 customers will be in for a thrilling surprise!
ABOUT H&M BEAUTY
H&M BEAUTY – the most fashionable beauty destination in the world.
Beauty and fashion don’t just co–exist but play together to inspire and elevate each other. We create looks that seamlessly blend beauty and style. Our products are not just tools; they’re an integral part of a curated fashion experience. This is our world of elevated beauty products and experiences. A world designed for self-expression, where everyone belongs, and our customers complete their fashion look with the best in beauty.
For more information and questions please contact Tilda Johansson, PR Manager, H&M Beauty tildax.johansson@hm.com