Press release


In 2023, H&M Beauty takes another step towards its vision to build the most fashionable beauty destination. By opening the doors to their first ever global flagships H&M Beauty invites customers to a brand-new and upgraded in-store experience. The stores will 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.

3 Apr, 2023 13:00 CEST


H&M 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.

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

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. 

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. 

- We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand-in-hand with the fashion we offer. Our goal is to inspire every customer who enters a H&M store, or who shops online at, to leave with a complete look across fashion and beauty,

says Cathrine Wigzell, General Manager, H&M Beauty.

Among the brands launching are Huda Beauty, WISHFUL, KAYALI, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S. 

H&M Beauty's first flagship store will open its doors at 10.00 on 04/05/2023 in Oslo, Karl Johans gate 14. The second store will open on 25/05/2023 in Oslo City. 

At H&M Beauty, everyone is welcome to the ultimate beauty party where you can look and feel good. Here, we believe beauty is fun. It brings out confidence in what makes you unique.  We may mean different things to different people, but our expertise and on-trend offerings are accessible to everyone. Visit or follow @hmbeauty for more inspiration. #hmbeauty