H&M Revamps Its Makeup Brand with Vegan Formulas and New Packaging

H&M has relaunched its makeup brand with a new range of mascaras, blush, lipsticks and more. The vegan formulas are formulated with skin care ingredients such as hyaluronic acid and vitamin E, according to H&M Beauty.

With the relaunch, the brand has tapped makeup artist Raoúl Alejandre for what it calls “a long-term partnership.”

“I feel honored and excited to be able to bring my point of view to this partnership. 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,” said Alejandre.

In addition to the reimagined formulas, the brand invested in a packaging makeover, highlighted by the brand’s signature crimson red color. It is used on select products such as its Volume Icon Lash mascara and Satin Icon lipstick.

The new range will be launched globally with a new campaign, “Make Up Stories,” which portrays makeup as the start of every big and memorable moment.

The mascaras and the entire range will be available globally online and in-store in October. H&M Beuaty said it will be expanding the line in 2024.

H&M Beauty reopened its flagship store in May, as reported by Happi.