MAKEUP RANGE AND PARTNERS UP WITH RAOÚL ALEJANDRE

For fall 2023, H&M Beauty reimagines its own makeup brand with a new range of mascaras, blush, lipsticks and more. High-quality vegan formulas are the defining features of an assortment that is sleeker and better than ever before. To create some of the best looks possible, H&M Beauty has placed their new products in truly capable hands – renowned makeup artist, Raoúl Alejandre. With a client roster and portfolio that both impresses and inspires, Alejandre is a new and exciting partner for the brand. As a longtime fan of H&M, Raoúl himself describes the collaboration as a full-circle moment, “I feel honoured and excited to be able to bring my point of view to this partnership. I love the team members I am working with as they inspire me to push my artistry in a direction that is fresh and timeless while still making a statement. I’m ready to bring innovative and exclusive techniques to this collaboration.” This launch marks the beginning of a long-term partnership between the two.

Reimagined formulas on the inside called for a total makeover on the outside and leading the way in the new design of the H&M Beauty line is the brand’s signature red colour. The crimson packaging, reserved only for their most iconic products such as Volume Icon Lash mascara and Satin Icon lipstick, marks must-have quality. Formulated with skin-loving ingredients like hyaluronic acid, vitamin E and more, the new range offers top makeup shelf essentials at a price that feels unexpected and pleasantly surprising.

The new makeup range will be launched globally with a bold and refreshing campaign titled “Make Up Stories.” The campaign encourages beauty lovers by portraying makeup as the start of every big and memorable moment. Raoúl Alejandre’s looks have always told stories and his work for H&M Beauty is no exception. This shared appreciation for the power of makeup is what makes him a natural fit for the campaign.

All mascaras as well as other products from the new makeup range will be available globally online and in-store from October 2023. But this drop is only the beginning, throughout 2024 the brand will be expanding their product offer even more. Stay tuned.

ABOUT THE MASCARA DROP

4 vegan mascaras at 9.99€/piece:

VOLUME ICON LASH, 9,99€
Get ready for the spotlight with this must-have rich black formula and hourglass-shaped brush.

MAX DRAMA LASH, 9,99€
Dial up the drama with this full-bodied formula and larger brush

NEVER-ENDING LASH, 9,99€
Take your look to the next level with this tapered silicone brush that separates and defines your lashes.

FOREVER CURLED LASH, 9,99€
It’s self-love season and with this curved silicone brush you’ll be falling in love with your curly lashes in no time.

ABOUT H&M BEAUTY
At H&M Beauty, everyone is welcome to the ultimate beauty party where you can look and feel good. Here, we believe beauty is fun. It brings out confidence in what makes you unique. We may mean different things to different people, but our expertise and on-trend offerings are accessible to everyone.