H&M Conscious Collection expands into beauty

Fashion retailer creates sustainable beauty products as part of its eco range

After revamping its beauty offering last year, fashion retailer H&M is introducing beauty to its Conscious Collection.

The H&M Conscious Collection focuses on sustainable yet fashionable items and aims to be affordable whilst still protecting suppliers and the environment. Its new beauty line is set to include 30 items, including skin care, body care and hair care products. An aluminium-free deodorant is also included in the range. The range is priced between £5.99 and £14.99.

All the products are all said to be free from parabens silicon and synthetic perfumes, with essential oils providing fragrance instead. Body care products in the collection are available in two scents: vitalising and relaxing. Both scents are designed to appeal to both male and female consumers. The plastic used in the primary containers is made from recycled materials.

In a statement, Susan Wallander, Concept Designer at H&M Beauty, said: “We already offer conscious choices with our fashion collections so it is natural for us to have the same offering within our beauty collection. We always aim to develop our products to high and responsible standards both in materials and production. With the conscious range we have taken this philosophy even further. We are very proud to now be able to offer organic beauty to our customers.”

The range is expected to reach stores next week, with new items being added until March.

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