Fashion retailer H&M has launched a comprehensive beauty line in 900 stores worldwide and online. The 700-sku line covers several cosmetics sectors including skin care, body care, hair care, nail care and make-up as well as a premium beauty line and a range of Ecocert-approved sustainable products targeted at eco-conscious consumers.

Prices are capped at US$25 but the packaging, formulations and in-store display belie the budget prices. Products are displayed in sleek beauty stations to rival more established beauty retailers such as Sephora, while individual product packaging has been kept to a muted palette with shades of white, gold and black creating a luxury feel.

H&M Beauty Concept Designer Sara Wallander commented, “We are very excited to launch H&M Beuaty. It’s an opportunity to be inventive and creative and have fun with colors.”