Fashion retailer H&M is reimagining its make-up brand amid a partnership with make-up artist Raoúl Alejandre.
The line, which begins its roll-out globally from October 2023, is described as the beginning of a long-term collaboration.
H&M Beauty’s new formulas are said to be high-quality – containing hyaluronic acid and vitamin E – and vegan, while the assortment is said to be ‘sleeker’ than before.
Key products in the line, which includes mascaras, blush and lipstick, are packaged in H&M’s signature red colour.
These include its Volume Icon Lash mascara and Satin Icon lipstick.
Commenting on the H&M Beauty team-up, Alejandre said: “I feel honoured and excited to be able to bring my point of view to this partnership.
“I love the team members I am working with as they inspire me to push my artistry in a direction that is fresh and timeless while still making a statement.
“I’m ready to bring innovative and exclusive techniques to this collaboration.”
Alejandre is known for his bold and surrealist aesthetic, and in 2020 was appointed the first ever Global Make-up artist for Valentino.
The H&M Beauty range will launch with a campaign titled ‘Make Up Stories’, which portrays make-up as the start of every big and memorable moment.