H&M brings on MUA Raoúl Alejandre to reinvent make-up offer

By Julia Wray | Published: 21-Sep-2023

The retailer’s new colour cosmetics range will launch from next month with an expanded offering throughout 2024

Fashion retailer H&M is reimagining its make-up brand amid a partnership with make-up artist Raoúl Alejandre. 

The line, which begins its roll-out globally from October 2023, is described as the beginning of a long-term collaboration.

H&M Beauty’s new formulas are said to be high-quality – containing hyaluronic acid and vitamin E – and vegan, while the assortment is said to be ‘sleeker’ than before. 

Key products in the line, which includes mascaras, blush and lipstick, are packaged in H&M’s signature red colour. 

These include its Volume Icon Lash mascara and Satin Icon lipstick. 

Commenting on the H&M Beauty team-up, Alejandre said: “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.”

Alejandre is known for his bold and surrealist aesthetic, and in 2020 was appointed the first ever Global Make-up artist for Valentino. 

The H&M Beauty range will launch with a campaign titled ‘Make Up Stories’, which portrays make-up as the start of every big and memorable moment. 

You may also like