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H&M is Launching a Massive Beauty Line

By Wendy Rodewald-Sulz / May 12, 2015

The affordable beauty space is about to get another big player: H&M announced today that it’s launching a full line of cosmetics in over 900 stores (and online) this September.
The launch is going to be an epic one, including over 700 products, which encompasses two subsidiary lines: a premium collection and sustainably focused Conscious line that features Ecocert-approved products, according to a press release. New limited-edition color collections will drop each season, too. And stores worldwide will be fitted with dedicated beauty sections where customers can experiment with the products.
This isn’t technically the retailer’s first foray into beauty. You may have noticed items like lipgloss keychains and eyelash curlers in the stores' accessories section, though the existing products were, frankly, never that appealing. But from the looks of this new collection, H&M is about to give the drugstore a run for its money.