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H&M Beauty opens first global flagship stores

The outlets feature many H&M cosmetics, Scandinavian and leading global brands.
H&M Beauty is taking another step towards its concept of creating a fashionable beauty destination in 2023 with its first global flagship stores opening. The outlets will feature a wide selection of H&M cosmetics, Scandinavian and leading global brands, and exclusive product lines, including the internationally renowned makeup brand Huda Beauty.

H&M has been actively working on creating its beauty organization for the past few years. These flagship stores aim to enhance the offering, satisfy customer demand, and create a higher physical store experience.

H&M Beauty Oslo

The stores are located in Oslo, and their area is approximately 300 square meters per store. They will be located inside H&M with their entrance and offer the H&M Beauty brand alongside over 80 external brands. Customers can enjoy beauty bars, purchase inspiring products, and receive help and advice from beauty consultants in the store.

The inspiration for the store concept and design was a combination of a cocktail bar and spa salon aesthetics, offering both a social scene and a range of self-care and wellness products.

"We are very pleased to be able to offer our customers a well-curated range of cosmetics that goes hand in hand with the fashion we offer. Our goal is to inspire every customer who enters an H&M store or shops online at, so they leave with a complete look that includes both fashion and beauty," says Catherine Wigel, General Manager of H&M Beauty.

Among the brands launching the project are Huda Beauty, WISHFUL, KAYALI, Smashbox, Anastasia Beverly Hills, KVD, Origins, and Emma S. The first H&M Beauty flagship store has opened in Oslo, Karl Johans gate 14. The second store will open on 25/05/2023 in Oslo.

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