H&M just announced the launch of its first full-range beauty collection, which will include over 700 makeup products.
"The launch comes at a time when makeup is more important than ever as an expression of personal style, whether the look is natural, classic, or fashion-forward," the brand states in a release. "
There will be new, dedicated beauty areas within the stores to help customers experiment with trends and develop a look that’s all their own."
The line — which will be available this fall at over 900 H&M stores and online — will not only include all the makeup, but also hair care, body care, and beauty tools.
There will be two main collections: a premium beauty line, as well as an assortment of Ecocert-approved sustainable products.