PARIS — H&M has signed on its first global makeup artist — Raoúl Alejandre — as a part of the evolution of its beauty business and in tandem with the relaunch of its color cosmetics collection. 

The news comes 4 months after the Swedish fast-fashion retailer unveiled two latest beauty flagships in Oslo. 

“Raoúl’s classic yet modern tackle beauty is something we felt really aligned with the brand new direction of H&M makeup,” said Maria Sadowska, global head of assortment at H&M Beauty. “Except for his style, Raoúl is an incredible artist, and we imagine his expertise and artistic vision will take our latest products to the subsequent level.   

“Having [makeup] tried and tested by such a respected artist and seeing how he can showcase the potential of the products has been really inspiring to see,” she continued. “Raoúl’s work will be found on high-profile [red] carpets and in major publications, resembling American Vogue, Vogue Italia and Elle magazine — to call just a few.”  

In his latest position Alejandre is to steer the creative vision of the reimagined color cosmetics offering in H&M’s upcoming campaigns. 

The brand new H&M makeup collection, due out Oct. 19 in select H&M stores and on hm.com, will include mascaras, blush and lipsticks, in 54 shades with satin and matte finishes, amongst other product categories. The whole lot incorporates vegan and care-full formulations, with ingredients resembling vitamin E and hyaluronic acid.  

“We’ve focused this primary launch on a curated choice of the most effective must-have beauty items that can cater all customers’ needs and appears,” Sadowska said. 

The makeup’s latest, streamlined packaging is available in crimson — for signature products resembling the Volume Icon Lash mascara and Satin Icon lipstick, pink, beige and silver colours. Throughout the first drop will likely be 4 vegan mascaras priced at 9.99 euros each, while the road’s pricing ranges from 5.99 euros to 12.99 euros. 

The makeup offer will likely be expanded throughout 2024. 

“The reimagination of our makeup line is one among the pillars of H&M Beauty’s latest assortment strategy, and our vision for H&M Beauty is to construct probably the most fashionable beauty destination on the planet,” said Cathrine Wigzell, global general manager of H&M Beauty. “Just as we now have done for many years in fashion, for our latest makeup range we desired to elevate the product to supply high-quality makeup that’s accessible, each relating to the most effective ingredients, design and packaging, in addition to giving our customers the newest trends when it comes to formula and colours.” 

Makeup is H&M Beauty’s largest product category, in response to Wigzell, who added it “is such a natural extension of our fashion offer.” The retailer has been selling beauty for the reason that late ’70s.  

“Fashion and wonder go hand-in-hand, and our core H&M customer desires to have the option to buy across each to create their entire look. We wish to have the option to encourage our customers to try this seamlessly, each in-store and on hm.com,” she continued. 

About three years ago, H&M decided to focus more on beauty by constructing a freestanding organization dedicated to it. 

The primary steps of H&M relaunching its beauty activity included the May 4 debut of a latest beauty flagship at Karl Johans gate 13 and the May 25 opening in Oslo City mall. At about 3,230 square feet, each has about two times more floor space than the previous H&M Beauty departments. Additionally they carry more exclusive and premium brands than H&M’s traditional beauty floors. 

“Today, our offerings include H&M Beauty’s-owned private label, which exists in the vast majority of H&M markets, in addition to a curated external beauty assortment currently available in five markets — so there may be naturally an enormous opportunity to offer our full beauty experience to much more global customers in the longer term,” Wigzell said. 

On April 20, for the primary time, H&M also launched its first in-house beauty brand, called Oh Hey Hero, or OHH! It’s a 10-unit body care range targeting Gen Zers with on a regular basis vegan essentials.