H&M is accelerating its mission, to be the most fashionable beauty destination, through the launch of an affordable, vegan-friendly make-up line. Set to launch globally from October, the collection follows H&M’s first two beauty exclusive concept boutiques, which opened in Norway in May.

The revamped makeup brand includes an edit of mascaras, blush, and lipsticks. Showcasing a striking redesign led by the brand’s iconic crimson red, the collection aims to breathe new life into the H&M Beauty line.

Celebrity and editorial makeup artist Raoúl Alejandre, the former global makeup artist for Valentino, will be integral in steering the creative vision of the reimagined colour cosmetics offering. The new H&M global make-up artist has worked with boundary-pushing performers and creatives, as well as a diverse clientele of celebrities including Naomi Campbell, Angelina Jolie, Nicola Peltz Beckham and Zendaya.

According to H&M, the makeup collection will include four different types of mascara (priced at 9.99€ / NZD$17.80 each), blush and lipsticks in 54 shades with satin and matte finishes, among other product categories. Noteworthy products include the Volume Icon Lash Mascara and Satin Icon Lipstick.

The range is set to launch globally from October in stores and online with further expansion to come in 2024.