H&M Beauty introduces fall makeup range in partnership with celebrity makeup artist

25 Sep 2023 --- H&M Beauty will launch a range of mascaras, blush and lipsticks this October to accompany fall season makeup looks. The products have been formulated and crafted with vegan ingredients.

The range has been created with makeup artist Raoúl Alejandre. This is the first addition to a long-term collaboration between the retailer and Alejandre. The product line will be available globally online and in-store.

Alejandre has worked with celebrities, including Zendaya, Kaia Gerber and Willow Smith. He describes the collaboration as a full-circle moment for him.

“I feel honored and excited to be able to bring my point of view to this partnership,” he comments. “The team members inspire me to push my artistry in a fresh and timeless direction while still making a statement. I’m ready to bring innovative and exclusive techniques to this collaboration.”

Makeup with skin care functionalities
The launch coincides with H&M’s global campaign called Make Up Stories. The campaign’s theme aims to portray makeup as the start of “every big and memorable moment.”

H&M Beauty reveals a new makeup collection.The packaging for the new products highlights the brand’s signature red color – with exclusive crimson packaging reserved for H&M’s “most iconic” products, such as Volume Icon Lash mascara and Satin Icon lipstick.

Some of the new cosmetics are formulated with hyaluronic acid and vitamin E to increase the appearance of the user’s skin.

Next to the Volume Icon Lash, the other three vegan mascaras are Max Drama Lash, Never-ending Lash and Forever Curled Lash.

Throughout 2024, the brand will expand its product offerings. H&M’s mission is to offer “on-trend” products that are “accessible to everyone.”

Beyond clothes
Clothing retailers have expanded their brands to other industries to further their company presence. For example, in partnership with BASF, Inditex’s Zara Home brand created The Laundry.

The detergent was touted as the “first” detergent designed to lessen microfiber discharge while washing in cold temperatures. The launch aimed to lower carbon emissions and extend the lifespan of garments in an era of fast fashion and rising sea levels.

By Sabine Waldeck