I confess: my expectation is never good about cosmetics lines from fast fashion. I already bought some Forever 21 line itens, for example, and despite the price is super cheap, I can’t tell you the same thing about the quality and pigmentation. Same thing happens for H&M cosmetics, which had some glosses, bronzers and eyeshadows palettes for a few dollars and super simple packaging. But I have to say that I was very curious when I hear the buzz about the launch of new H&M beauty line, which hit retail stores last Thursday. Here in New York, the occasion had a special event with a famous Youtuber and everything. On Friday, I went to check everythinhg at Herald Square store – the world’s largest one.
And no, we are not talking about 4 or 5 products that are exposed next to the cashiers. We’re talking about a complete super line, with more than 700 items that include makeup, fragrance, hair and body products in a particular store sector, which includes testers for customers try everything. According to the concept designer, H&M see beauty as “fashion for the face” – a fun part of building your look. The product design project took more than three years.
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I would say that makeup items are the ones that draws more attention. The lipstick range of colors surprised me – there is matte liquid lipsticks, in beautiful and well pigmented colors. For face, the collection offers liquid foundation with sunscreen – heavy coverage – compact foundation, matte finish powder and blush. And there are innovative products such as the creamy foundation palette in dark tones – good for those with black skin or even for those who want to play contour – and concealer palette. A range of single color eye shadows is vast – and pigmentation surprised me. And this is not everything: there are all products that can be expected from a makeup brand today, as a primer, bb cream, eyeshadow palette and eye brown palette. Makeup collection is complete with some brushes – that look very good! – and also another accessories such as eyelash curler and sponges. We can forget nail polish line with many, many colors.
For hair, H&M presents some interesting products, such as Sea mist hair spray, for a messy hair effect, shine spray and volume spray, as well as a primer and blowout cream. Beaut line also has body care products, with scented spray, lotion, liquid soap and exfoliating. Phew! Yes, H&M is officially in the beauty game!
I can’t finish this post without mentioning the makeup design packaging – everything looks very sophisticated. But the good news is that everything costs less than $ 25, a very competitive price. I don’t know if all the stores will feature this beauty department, but in New York you can check out all the products at Herald Square location on 34th Street and Broadway.
Laura Peruchi is a Brazilian blogger, author, and entrepreneur. She has lived in Manhattan with her husband since 2014. Since then, she has shared on her blog varied content about the Big Apple. From travel tips, including unusual things to do, shopping tips, etiquette, restaurants, and a lot more, her blog has become a reference in Portuguese (also available in English) for anyone planning a trip to New York City.
