H&M celebrates beauty launch with pop-up store

East London store opens with new products

Retailer H&M is celebrating the relaunch of its own-brand line of beauty products by hosting a pop-up in East London, UK.

The brand has transformed the Old Truman Brewery into a stand-alone beauty lounge, open for five weeks starting on 2 October. The store stocks the complete H&M beauty range – which includes 700 cosmetic products.

Visitors spending £15 or more at weekends will be offered complimentary treatments from in-store make-up, hair and nail artists. The store is open 11am – 7pm from Thursday to Sunday.

The 1,100 sqft store features a design-led interior with neon and linear lighting, raw concrete features and scaffold elements. The space is designed to feel minimal and chic. The store also features an indoor mural.

H&M hopes the event will showcase its revamped beauty range, demonstrating the breadth of the range all in one place. The retailer had previously sold a limited range of cosmetics and personal care products, but this is the first complete range offered by the brand.

The H&M beauty range now includes a full hair care range, body care and an extensive range of colour cosmetics. Consumers can choose from more than 80 eyeshadows, 200 nail polish shades and a selection of make-up brushes and tools. The range also includes a foundation palette designed for darker skin tones.

The new range is thought to signify a new focus for the H&M Group, with H&M sister store & Other Stories launching its own beauty range earlier this year too. H&M's beauty range is now available through the retailer's website and in 900 of its stores worldwide.

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