Cult fashion retailer H&M to launch a BEAUTY range in Australian stores that includes more than 700 products
- H&M will launch a range of beauty products in Australian stores
- The line will include more than 700 products, including a premium range
- There will be make up, hair and body care as well as styling products
- The range will include limited edition colour palettes and eco products
Since they opened their first store in Melbourne in 2014, Swedish retailer H&M has proved a fashion force to be reckoned with.
And now, the retail giant plans to infiltrate the beauty market.
H&M has just announced they will launch a range of beauty products in their Australian stores, with more than 700 different make up, hair, body and styling products.
On the way: Swedish retailer H&M has announced they will launch a beauty line in Australian stores
Creating competition: Since H&M launched in Australia in 2014, it has taken a strong hold of the fashion retail market
While the exact launch date has yet to be announced, the range will put H&M in direct competition with cult beauty stores such as Mecca and Sephora, which currently dominate the market.
And the store's expansion could only ad to its already impressive retail hold, with Daily Mail Australia reporting in July last year Australia had become H&M's strongest sales market.
In just six months H&M Australia hit $78.43 million worth of sales, making them the best performing market of H&M’s 3500 stores around the world.
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Complete range: The line will include more than 700 products, including make up, skin and care care and styling products
Shaking up the market: The move will put H&M in direct competition with leading beauty stores such as Mecca and Sephora (pictured)
The beauty line will include a full range of make up, hair care, body care and beauty styling essentials.
Like their fashion line, the beauty collection will be ever-evolving to fit in with each season's trends and colours.
There will be more than 700 make up products, as well as seasonal limited edition colour palettes.
The new range will also include two subsidiary collections: a premium beauty line and a conscious range of Ecocert-approved sustainable products.
Coming soon: H&M Beauty will include a premium and eco range, but the launch date of the line is yet to be revealed
Heart of the collection: H&M has, until now, been known for their affordable, on trend fashion line
H&M Beauty concept designer Sara Wallander said they were very excited about the beauty launch.
'It’s an opportunity to be inventive, creative and to have fun with colour that inspires us,' she said.
The beauty range will launch in each Australian store, where there will be dedicated beauty areas.
The news comes as H&M revealed plans to open two new stores in Melbourne later this year, the Herald Sun reported.
The stores will open the second half of 2016 in Chadstone shopping centre and Pacific Werribee.
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