H&M has been actively developing an internal beauty infrastructure to capture the full category opportunity. It sharpened its assortment and in-store experience to meet customer demand and launched the first beauty flagship stores in Oslo in April 2023. Continuing on the beauty journey, the fast fashion retailer is expanding its beauty footprint to Sweden.

The two stores located in Stockholm 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 beauty areas will represent 220 and 620 square meters of new elevated and inspiring in-store beauty experiences and be part of the H&M store with dedicated entrances offering the customers a direct connection to fashion.

The new stores will have an upgraded and reimagined brand portfolio across all categories and in-store services. The merchandise assortment includes the full range of H&M Beauty's reimagined makeup line, their new fragrance collection, and over 80 global and Scandinavian beauty brands.

Cathrine Wigzell, General Manager, H&M Beauty shared, "We're thrilled to unveil our new beauty destination—an even stronger assortment with premium brands that perfectly complements our fashion offer and unleashes 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!"

H&M Beauty is adding over 20 new brands, including MAC Cosmetics, e.l.f beauty, Kylie Cosmetics, Anastasia Beverly Hills, Morphe, Nudesticks, Origins, The INKEY List, Olaplex, and 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.

The first Swedish H&M Beauty's flagship store will open in Mall of Scandinavia in Stockholm on September 9. The second store will open later this fall on Drottninggatan 56 in Stockholm.