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.

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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.

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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.

+ H&M