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Fashion retailer stocks in-house products as well as leading beauty brands like Huda and Smashbox.
April 3, 2023
By: Christine Esposito
Editor-in-Chief
H&M Beauty is set to open its first ever global flagship H&M Beauty on May 5 in Oslo. The new and upgraded store will carry a wide selection of H&M-branded beauty products and more than 80 other brands, including high-profile lines such as Huda Beauty, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S. A second store will open on May 25 in Oslo City. The stores are based within H&M stores, but will have their own entrances. Each will offer H&M Beauty’s own label alongside 80 external brands. The concept is said to mix cocktail bar and spa-like aesthetics, offering both a social scene as well as a self-care and wellness assortment, according to H&M Group, which operates 4,664 stores in 77 markets and 57 online markets. “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 a H&M store, or who shops online at hm.com, to leave with a complete look across fashion and beauty, said Cathrine Wigzell, general manager, H&M Beauty.
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