"The launch comes at a time when makeup is more important than ever as an expression of personal style, whether the look is natural, classic, or fashion-forward," H&M states. "There will be new, dedicated beauty areas within the stores to help customers experiment with trends and develop a look that’s all their own."
“We think of it as ‘fashion for the face’—it’s a fun part of shaping your look,” H&M Beauty’s concept designer Sara Wallander explains.
The new ranges will be available in H&M's 900 stores worldwide (with a progressive roll out) starting October 1 and for purchase online later this month. Price points will be from $2.99 to $24.99. Additional limited edition items will join with each new season. Enjoy more photos: