Swedish fashion house H&M has launched its make-up range in the UK, following on from the announcement of its launch in Australia earlier this year.

Launching the full 700 SKU collection, the brand is no doubt hoping to take a slice of the booming UK beauty market, which is said to be worth £17billion.

With prices starting from £1.99, the brand is launching its premium line and an eco-conscious range, with a range of brushes and sponges to complement the launch.

As with its Australian range, H&M will drop new seasonal items in order to keep atop of trends.