PARIS — H&M Beauty is poised to unveil its first two beauty flagships, in Oslo.
One will debut on May 4 at Karl Johans gate 14 and the opposite on May 25, in Oslo City mall.
The locations each measure about 3,230 square feet, so have about two-times more floorspace than the present H&M Beauty departments.
“The brand new concept stores are really just like the launch of H&M Beauty,” said Cathrine Wigzell, general manager of H&M Beauty.
They're found inside existing H&M stores and billed to provide an elevated experience, replete with H&M-branded beauty products, Scandinavian beauty labels and a few brands exclusive to Norway, including Huda Beauty.
Altogether, there will probably be greater than 80 external beauty brands stocked.
“About three years ago, the...
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