H&M Beauty is poised to unveil its first two beauty flagships, in Oslo.
Altogether, there will be more than 80 external beauty brands stocked.
The spa environment is more about me-time that’s tranquil and constructed with long-lasting materials, such as hammered metals, glass and light woods. “It’s so tightly connected to fashion,” said Wigzell, of color cosmetics. “It is a really natural category for us to sell.” The H&M Beauty product mix is being considered on a market-by-market basis. Some of the Scandinavian brands it will offer in Oslo include Emma S, Xlash, Ida Warg and Glöd. Local adaption of brands is important.
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