It's not all 10-step contours, people.
A few months back, H&M teased that they would fully be entering the beauty world this fall with their Beauty Department. Previously, they'd had a few options near the checkout—mini nail polishes, chalky bronzers, shimmery lipgloss tubes—none of which ever particularly piqued my interest. But the promo images of luxe-looking white-and-gold-packaged goodies (coupled with the knowledge that H&M's big-sister brand, & Other Stories, has a really fab makeup line) got me excited.
And that excitement was not for naught! The products are here, and they are completely delightful.
The line is extensive, with eyeshadows, lipsticks and nail lacquers spanning the rainbow, complexion products for every tone, and finishes and pigmentation that rival big-league brands. While the online offerings are minimal at the moment, you'll want to pop in store to see the full, colourful range.
My favourites in the line are the eye products. Liquid liners, creamy pencils, shimmering vials of glitter—it's all so fun! The powder shadows come in singles or curated palettes, and the shade range provides neutral options for a more natural beauty, along with brights that would delight Bowie at his most glam.
Also on my radar in the eye zone are the creamy liner pencils. The golden Grand Cru has been highlighting and brightening the inner corners of my eyes and looks lovely lightly sketched into the cupid's bow, too.
The nail polishes are also adorable. They have a wide variety of classic hues: dreamy reds, pinks, and nudes along with some killer metallics, kooky brights and fun glitters. I've been enjoying Bleached Peach, a sheer, creamy beige-pink, because I dig clean, mannequin-esque nails. But I may have to go back for some of the more electric shades.
I've yet to try any of the skin products from the line, but I was so impressed by the shade range and variety of finishes available that it's only a matter of time. It's nice to see a big, affordable brand offering options for all of their customers.
- Have you tried any of H&M's new beauty launches yet?
- Which store do you think needs to launch their own beauty collection?