Dropping Down Under hot on Zara’s heels, H&M quickly made its mark with a booming flagship in Melbourne’s CBD before opening a second outlet in Sydney.
Along with delivering the fast fashion it’s known for worldwide, H&M will also be offering Australian customers the opportunity to enjoy its own brand of cosmetics, introducing a line of beauty products - titled H&M Beauty - in late 2015.
According to the company’s full year report, the concept includes the launch of a broad range of make-up, body care and hair care products. These are to be launched in autumn 2015, initially in around 900 H&M stores, as well in the online marketplace.
“As a further step in broadening H&M’s product range, in autumn 2015 we will start the launch of H&M Beauty - a new and broad concept for make-up, body care and hair care with high quality value-for-money products in specially produced design that we have great belief in,” says H&M CEO Karl-Johan Persson.
The H&M Beauty range will replace the company’s current cosmetic offerings, and be of a higher quality (though price points will be similar). With H&M’s sister label, & Other Stories, cementing itself as one of the most popular high street make-up ranges in Europe, it seems the pressure to impress is on.
