PARIS — H&M has signed on its first global makeup artist — Raoúl Alejandre — as part of the evolution of its beauty business and in tandem with the relaunch of its color cosmetics collection.
The news comes four months after the Swedish fast-fashion retailer unveiled two new beauty flagships in Oslo.
“Raoúl’s classic yet modern take on beauty is something we felt really aligned with the new direction of H&M makeup,” said Maria Sadowska, global head of assortment at H&M Beauty. “Aside from his style, Raoúl is an incredible artist, and we believe his expertise and creative vision will take our new products to the next level.
“Having [makeup] tried and tested by such a respected artist and seeing how he can showcase the potential of the products has been really inspiring to see,” she continued. “Raoúl’s work can be found on high-profile [red] carpets and in major publications, such as American Vogue, Vogue Italia and Elle magazine — to name a few.”
In his new position Alejandre is to steer the creative vision of the reimagined color cosmetics offering in H&M’s upcoming campaigns.
The new H&M makeup collection, due out Oct. 19 in select H&M stores and on hm.com, will include mascaras, blush and lipsticks, in 54 shades with satin and matte finishes, among other product categories. Everything contains vegan and care-full formulations, with ingredients such as vitamin E and hyaluronic acid.
“We have focused this first launch on a curated selection of the best must-have beauty items that will cater all customers’ needs and looks,” Sadowska said.
The makeup’s new, streamlined packaging comes in crimson — for signature products such as the Volume Icon Lash mascara and Satin Icon lipstick, pink, beige and silver colors. Within the first drop will be four vegan mascaras priced at 9.99 euros each, while the line’s pricing ranges from 5.99 euros to 12.99 euros.
The makeup offer will be expanded throughout 2024.
“The reimagination of our makeup line is one of the pillars of H&M Beauty’s new assortment strategy, and our vision for H&M Beauty is to build the most fashionable beauty destination in the world,” said Cathrine Wigzell, global general manager of H&M Beauty. “Just as we have done for decades in fashion, for our new makeup range we wanted to elevate the product to offer high-quality makeup that is accessible, both when it comes to the best ingredients, design and packaging, as well as giving our customers the latest trends in terms of formula and colors.”
Makeup is H&M Beauty’s largest product category, according to Wigzell, who added it “is such a natural extension of our fashion offer.” The retailer has been selling beauty since the late ’70s.
“Fashion and beauty go hand-in-hand, and our core H&M customer wants to be able to shop across both to create their entire look. We want to be able to inspire our customers to do that seamlessly, both in-store and on hm.com,” she continued.
About three years ago, H&M decided to focus more on beauty by building a freestanding organization devoted to it.
The first steps of H&M relaunching its beauty activity included the May 4 debut of a new beauty flagship at Karl Johans gate 13 and the May 25 opening in Oslo City mall. At about 3,230 square feet, each has about two times more floor space than the previous H&M Beauty departments. They also carry more exclusive and premium brands than H&M’s traditional beauty floors.
“Today, our offerings include H&M Beauty’s-owned private label, which exists in the majority of H&M markets, as well as a curated external beauty assortment currently available in five markets — so there is naturally a big opportunity to provide our full beauty experience to even more global customers in the future,” Wigzell said.
On April 20, for the first time, H&M also launched its first in-house beauty brand, called Oh Hey Hero, or OHH! It is a 10-unit body care range targeting Gen Zers with everyday vegan essentials.