H&M Beauty is opening its first flagship stores in Sweden.

The two stores will be located inside existing H&M outlets in Stockholm, with the first 220sqm space opening on 12 September in the Mall of Scandinavia.

The second 620sqm store will be housed at 56 Drottninggatan, a major pedestrian street in the city, and open later in autumn.

“We aim to inspire every customer, whether in-store or online, to walk away with a complete look that seamlessly blends fashion and beauty,” said Cathrine Wigzell, General Manager at H&M Beauty.

“This is more than just an upgrade; it’s a whole new experience.”

Both stores will carry the fashion retailer’s full line of make-up, skin care and body care products, as well as its new fragrance collection.

The fashion retailer has also added MAC Cosmetics and e.l.f. beauty to its product portfolio.

Kylie Cosmetics, Anastasia Beverly Hills, Morphe, Nudesticks, Origins, The Inkey List and Olaplex will also be available in the new stores.

“We are especially delighted to step into partnership with MAC Cosmetics,” added Maria Sadowska, Global Head of Assortment, H&M Beauty.

“MAC is an iconic makeup brand with DNA rooted in fashion and this makes them an ultimate fit for H&M Beauty.”

It follows H&M Beauty opening two flagship stores in Norway in May 2023, as the company continues to build its beauty empire.

The retailer broke into the beauty market in 2015 with the launch of a make-up collection comprising around 700 products.

It is available in over 900 stores across the UK, US and Australia, and expanded into Malaysia in 2017. 

• Companies:
• MAC Cosmetics
• e.l.f. Beauty

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