The first H&M Beauty store will open in the Mall of Scandinavia Stockholm in September 2024. Credit: H&M.

Global fashion brand H&M has revealed plans to open its first H&M Beauty flagship stores in Sweden. 

The first store will open in Mall of Scandinavia Stockholm on 12 September 2024, with a second location to follow later in the autumn at Drottninggatan 56 in the city.  

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These stores, measuring 220m² and 620m² respectively, will feature an extensive and re-imagined brand portfolio as well as in-store services. 

The new H&M Beauty flagship stores will offer the complete range of H&M Beauty’s makeup line, their latest fragrance collection and more than 80 global and Scandinavian beauty brands.  

The expansion is a strategic move by H&M Beauty to create a comprehensive beauty universe that is both physical and digital, where customers can explore and purchase their entire look. 

With dedicated entrances within the H&M stores, the beauty areas will enable a seamless shopping experience, connecting fashion and beauty in one space.  

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H&M Beauty general manager Cathrine Wigzell said: “We’re thrilled to unveil our new beauty destination — an even stronger assortment with premium brands that perfectly complements our fashion offer and unleash self-expression for all. 

“We aim to inspire every customer, whether in-store or online, to walk away with a complete look that seamlessly blends fashion and beauty. This is more than just an upgrade; it’s a whole new experience!” 

The launch will see H&M Beauty enhancing their brand portfolio by introducing 20 new brands, including MAC Cosmetics.  

The flagship in the Mall of Scandinavia will also offer exclusive access to e.l.f beauty products for two weeks, marking its debut in the region.

Customers can look forward to a curated selection of brands such as KYLIE Cosmetics, Anastasia Beverly Hills, Morphe, Nudesticks and Origins, and a dedicated KBEAUTY section featuring a variety of Korean brands.  

H&M Beauty assortment global head Maria Sadowska said: “We are especially delighted to step into partnership with MAC Cosmetics. MAC is an iconic makeup brand with DNA rooted in fashion and this makes them an ultimate fit for H&M Beauty.”  

H&M recently announced the impending closure of its digital outlet, Afound, citing a lack of demand as brands move towards direct-to-consumer channels.