H&M is making over its beauty aisle. The Swedish retailer announced Tuesday the pending arrival of a new 700-piece collection of cosmetics, body products, and hairstyling tools, with prices ranging from $2.99 to $24.99. “We are very excited to have ‘fashion for the face’ on offer at H&M,” Sara Wallander, concept designer at H&M Beauty, says in a statement. “It’s an opportunity to be inventive, creative and to have fun with colors.” Ripping a page from its own subsidiary playbook, H&M will also introduce two spinoff collections: a premium beauty line for luxury junkies and a “Conscious Beauty” range of Ecocert-approved organic products.
Founded in France in 1991, Ecocert was the first third-party certification body to develop standards for so-called “natural and organic cosmetics.” Among its requirements are the absence of genetically modified organisms, parabens, nanoparticles, synthetic perfumes and dyes, silicone, and ingredients made from—but not by—animals.
Ecocert’s “natural and organic” cosmetic label demands a minimum of 95 percent of all plant-based ingredients in the formula, as well as a minimum of 10 percent of all ingredients by weight, to come from organic farming. Its slightly relaxed “natural” cosmetic label lowers those requirements to 50 percent and 5 percent, respectively.
The revamped H&M Beauty line will debut online and in more than 900 stores worldwide this September. Seasonal and limited-edition products will join the core collection with their own micro-launches throughout the year.