H&M Beauty Opens First Swedish Flagship Stores

This fall, H&M Beauty opens its first-ever Swedish flagship stores, offering customers an elevated and inspiring in-store experience with an upgraded and reimagined brand portfolio across all categories as well as in-store services. The assortment includes the full range of H&M Beauty’s own reimagined makeup line, their new fragrance collection, as well as over 80 global and Scandinavian beauty brands.

The two stores mark the next phase in H&M Beauty’s journey, aiming to create an inspiring and cohesive beauty universe, both physically and digitally, where customers can discover and purchase their complete look.

Opening in Mall of Scandinavia and on Drottninggatan 56, the stores located in Stockholm present 620 and 220 sqm of new beauty experiences. The beauty areas will have their entrances and be part of the H&M store, offering the customers a direct connection to fashion.

“We’re thrilled to unveil our new beauty destination—an even stronger assortment with premium brands that perfectly complements our fashion offer and unleash self-expression for all,” says Cathrine Wigzell, General Manager, H&M Beauty. “We aim to inspire every customer, whether in-store or online, to walk away with a complete look that seamlessly blends fashion and beauty. This is more than just an upgrade; it’s a whole new experience.”

H&M Beauty is elevating their portfolio and launching over 20 new brands. Uniting the worlds of fashion and beauty H&M Beauty invites MAC Cosmetics to the portfolio. New brand curation will also offer new to Scandinavia e.l.f beauty with exclusive access throughout all of Scandinavia for two weeks when opening H&M Beauty Flagship in Mall of Scandinavia. Among other brands, customers will also find KYLIE Cosmetics, Anastasia Beverly Hills, Morphe, Nudesticks, Origins, The Inkey List or Olaplex and exciting destinations such as KBEAUTY with a wide range of Korean brands.