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H&M reimagines makeup offer amid partnership with Raoúl Alejandre

Sophie Smith
22 September 2023

H&M has reimagined its own-brand makeup range, creating an assortment that is "sleeker and better than ever before". 

The collection, which launches globally from October 2023, offers "top makeup shelf essentials at a price that feels unexpected and pleasantly surprising".

Formulated with "skin-loving" ingredients, such as hyaluronic acid and vitamin E, the new range includes mascaras, blush, highlighters, lipsticks and brow pencils.

The upcoming drop is "only the beginning", according to H&M, which plans to expand its product offer throughout 2024.


The launch will be supported by a "bold and refreshing" campaign, titled Make Up Stories.

Working with global makeup artist Raoúl Alejandre, the campaign will encourage beauty lovers by portraying makeup as "the start of every big and memorable moment".

With an impressive client roster and portfolio, Alejandre's collaboration with H&M marks the beginning of a long-term partnership between the two.

"I feel honoured and excited to be able to bring my point of view to this partnership," Alejandre said.

"I love the team members I am working with as they inspire me to push my artistry in a direction that is fresh and timeless while still making a statement. I’m ready to bring innovative and exclusive techniques to this collaboration."

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