THE WHAT? H&M Beauty has opened its first global flagships in Oslo, which aim to bolster the brand’s physical store experience. 

THE DETAILS The 300 square metre stores will be based within H&M and have their own entrances and will offer H&M Beauty’s own label alongside over 80 external brands. 

The spaces will contain beauty bars, products and offer help and advice from in store beauty advisers.

Brands launching into the space include Huda Beauty, WISHFUL, KAYALI, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S.

THE WHY? The global flagships are part of H&M’s strategy to merge both physical and digital beauty, with Cathrine Wigzell, General Manager, H&M Beauty, stating: “We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand-in-hand with the fashion we offer.”