Pure Beauty

H&M Beauty to launch first-ever flagship in Oslo next month

By Amanda Pauley | Published: 6-Apr-2023

The ‘fashionable beauty destination’ will open on 4 May and carry the retailer’s full cosmetics and skin care line, as well as 80 other brands

H&M Beauty is opening its first-ever flagship store in Norway next month as the company continues to build its beauty empire. 

The 300sqm space situated within H&M’s store at Karl Johans Gate will open on 4 May and carry the fashion retailer’s full line of make-up, skin care and body care.

It will also stock 80 Scandinavian and world-leading beauty brands, including Huda Beauty, Wishful, Kayali, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S. 

The store will have its own entrance with direct access from the high street and include experiential experiences, such as beauty bars and one-to-ones with in-store advisers.

The interior design will offer a cocktail bar and spa-like aesthetic, “offering both a social scene as well as a self care and wellness assortment,” said the brand. 

The retailer hopes the space will become a beauty destination and create an elevated physical store experience. 

“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,” commented Cathrine Wigzell, General Manager at H&M Beauty.

“Our goal is to inspire every customer who enters a H&M store, or who shops online at hm.com, to leave with a complete look across fashion and beauty.”

A second H&M Beauty flagship will open within the H&M store in Oslo City on 25 May. 

It will also be 300sqm and have an entrance which leads on to the high street.  

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