The two stores, located at Karl Johans gate 14 and in Oslo City mall, will offer an elevated experience with H&M-branded beauty products, Scandinavian beauty labels, and some brands exclusive to Norway, including Huda Beauty (founded by Huda Kattan).
 
The locations, which span over 3,230 square feet, are found within existing H&M stores and are part of the company’s bid to focus on beauty by building a stand-alone organization.
 
The stores will offer a “cocktail bar” area where shoppers can interact with friends and a “spa environment” with long-lasting materials. H&M’s in-house team of designers and architects conceived the concept.

The Product Mix

H&M Beauty will offer several beauty brands exclusive to Norway, such as Kayali and Wishful, in addition to Huda Beauty, at its new locations in Oslo.
 
The stores will also introduce many new brands to H&M Beauty overall, including Anastasia Beverly Hills, Smashbox, KVD, Origins, Patchology, Bybi, Monday Haircare, Escada, and Juicy Couture, among others.
 
The product mix will vary depending on the market, with Emma S, Xlash, Ida Warg, and Glöd among the Scandinavian brands offered in Oslo.

“We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand-in-hand with the fashion we offer. Our goal is to inspire every customer who enters a H&M store, or who shops online, to leave with a complete look across fashion and beauty,” says Cathrine Wigzell, General Manager, H&M Beauty.
 
The new beauty stores are estimated to generate €2.5 million to €3.5 million ($2.7 million to $3.8 million) in yearly sales each.

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