A new designer collaboration at H&M is like a big-screen TV markdown on Black Friday: Both have the power to produce lines of people willing to camp out to get a piece of the high life at rock-bottom prices. Next up for the Swedish retailer is fast “fashion for the face,” said Sara Wallander, concept designer at H&M Beauty. Launching in September with more than 700 pieces and expanding rapidly to 1,000 shortly thereafter, everything from makeup and body products to nail polish and hairstyling tools will be available on shelves, with price tags ranging from $2.99 to $24.99.
Emulating the company’s already successful business model, subsidiary collections are set to follow. With eco-friendly fashion being a big pillar for the brand, Conscious Beauty will introduce consumers to organic, Ecocert-certified, sustainable offerings—enabling shoppers to easily green their routines from a 360-degree perspective. The packaging for this range features recycled materials, and all manufacturing processes for the paraben-, silicone-, GMO-, synthetic fragrance-, and dye-free formulas have a minimized impact on the environment. A premium line is also in the works to entice the more discerning beauty junkie interested in luxury and performance.
Will a budget-friendly bronzer sell as fast as a coveted pair of Alexander Wang boxing gloves? Only time will tell. All we know for sure is finding the perfect tube of lipstick to play off a piece from the next designer collab will be a hell of a lot simpler (and likely won’t require a lengthy eBay search to find).