H&M Launches Beauty Line in Toronto

H&M is proud to announce the arrival of a new range of beauty products with a full collection of makeup as well as haircare, body care and beauty tools. Fashion is at the heart of the range, with an ever-evolving makeup selection that focuses on seasonal looks, ideas and colours. The new H&M beauty department is now open at the Toronto Eaton Centre.

This is super exciting and everything looks gorgeous! I am already a HUGE fan of H&M’s clothing and accessories for both myself and my little girls and I am loving the idea of also been able to purchase their beauty products as well.

The launch comes at a time when makeup is more important than ever as an expression of personal style, whether the look is natural, classic or fashion-forward. There will be new, dedicated beauty areas in the stores to help customers experiment with trends and develop a look that’s all their own.

“We are very excited to have ‘fashion for the face’ on offer at H&M. It’s an opportunity to be inventive and creative, and to have fun with colours”, says Sara Wallander, concept designer at H&M Beauty.

Over 700 beautifully packaged makeup products will be introduced in the launch, followed up with seasonal drops of new and limited-edition colour collections. The range, which will replace existing beauty products at H&M, will also include two subsidiary collections: a premium beauty line and a Conscious range of Ecocert-approved sustainable products.

To celebrate the launch, H&M will activate the H&M Social Beauty Bar within the Toronto Eaton Centre on the second level of the mall near Queen Street. From September 17th – 20th, H&M will offer instant beauty gifts through a social media activated vending machine, in addition to free touch ups and tips from makeup artists. Street teams will round out the activation offering passersby information about the Social Beauty Bar and the new Beauty Department.