H&M has created a brand new beauty line. Called H&M Beauty includes everything from makeup and skin care to hair products and beauty tools. H&M Beauty branches off into two main collections: a premium line, and Conscious, an organic line certified by Ecocert.
The line launches this fall, and all 700+ products are priced between $2.99 and $24.99. In a press release, the company said new and limited-edition products would be rolled out each season.
According to WWD, this collection will replace H&M's much smaller existing beauty line. H&M Beauty will be available online and at more than 900 H&M stores worldwide.
H&M has also announced that the new beauty department will include multiple different lines of cosmetics. One beauty range is reportedly called Conscious Beauty, and is an organic, “sustainable” beauty range with paraben-, silicone-, GMO-, synthetic fragrance-, and dye-free formulas all wrapped up in pretty packages made from recycled materials.