When I was in London the other weekend I made a beeline for one of the H&Ms on Oxford Street with a specific target in mind. Their new beauty department. Ever since I got an email through telling me all about the new H&M beauty range, I have seen it popping up on beauty blogs left, right and center and have been dying to go see it with my own eyes.
And I wasn’t disappointed.
Gone are the token H&M beauty offerings that used to be dotted around the store. Gone is the garish packaging. Gone are the slightly wild colour palettes, remember the bright coloured lip glosses?!
It is clearly split into different sections – face, eyes, nails etc – and is clearly distinguished through good looking shop display stands, which makes H&M beauty really easy to shop (worryingly for my bank balance).
There’s even a hair care range as well now. Just look at that Black and White packaging.
There was a whole display of various foundations and powders to cover all skin types and complexions.
I loved the mirror and make up chair on the feature desk. I really wanted to buy all the H&M beauty makeup brushes. They were right up my monochrome street and their packaging looked very premium!
The thing I was probably most impressed by with the new H&M beauty range was the packaging. There has obviously been a great deal of work that has gone onto designing it and it looks so much better than before.
The prices have stayed in line with budget drugstore beauty brands, which I think is probably the right thing as it matches their main customer base.
I ended up buying a couple of bits which I will share with you in greater detail shortly.
Have you been in to see the new H&M beauty range yet?