H&M starts journey of creating 'a physical and digital beauty universe' with new H&M Beauty stores

H&M Beauty is on a mission to "build the most fashionable beauty destination" by opening up its very own beauty-led stores in Oslo. This comes after a string of retailers have expanded their beauty categories and brick-and-mortar offerings.

Global retailer H&M established its beauty line back in 2015, when the likes of fashion retailers such as Topshop began tapping into the cosmetics sphere. Now, following Harrods’ H Beauty and NEXT's expansion, the company is opening the doors to its first-ever global H&M Beauty flagships.

The two new stores are located in Oslo, with a space of approximately 300 square metres per store and will be based within branches of H&M with their own separate entrances.

Not only will the stores carry H&M Beauty products, but it will also stock 80 Scandinavian and world-leading beauty brands, as well as exclusive ranges from globally renowned makeup brands Huda Beauty, WISHFUL, KAYALI, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S.

In tune with the influx of multi-brand beauty stores cropping up on the high street, H&M Beauty will also offer on-site beauty bars.

Inspiration for the design mixes cocktail bar and spa-like aesthetics, offering both a social scene as well as a self-care and wellness assortment.

H&M Beauty's Oslo stores will open on 4 May, and the second store will open on 25 May.

Cathrine Wigzell, General Manager at H&M Beauty, commented: "We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand-in-hand with the fashion we offer.

"Our goal is to inspire every customer who enters an H&M store, or who shops online at hm.com, to leave with a complete look across fashion and beauty."

Dubbing this new project "the start of H&M Beauty's journey with the goal of creating both a physical and digital beauty universe", we can expect to see more H&M physical retail spaces cropping up.

Though there are seemingly no plans for H&M Beauty stores to hit the UK as of yet, perhaps the brands will expand out of Sweeden to take on the likes of Sephora, Space NK and Boots.

Just last November, H&M revamped its flagship store at 324 Regent Street with its new Beauty Bar concept in partnership with Dashl. At the new Beauty Bar customers can get various treatments including for nails, brows and lashes.