H&M Beauty launches in South Africa

We were so excited to learn that as of 29 August 2024, H&M Beauty is now available in SA! A curated selection of products are now available in selected H&M stores across the country, as well as online from Superbalist.

With a focus on industry expertise and trend-driven products, the beauty brand is designed to be accessible for everyone to make themselves look and feel good. “We are delighted to introduce H&M Beauty in South Africa. This launch allows us to offer a well-curated beauty assortment that complements the fashion we are known for. Fashion has always been in H&M’s DNA and with H&M Beauty we can offer our customers a complete look,” says Caroline Nelson, H&M South Africa’s Country Manager.

For the first time, customers in South Africa can explore an inspiring H&M Beauty assortment including nail colours and tools, lip glosses, hair styling aids, as well as a variety of beauty tools and accessories.

H&M’s beauty range has been around internationally since the late 1970s, and today, it’s an integral part of the H&M family. Inclusive and playful, H&M Beauty is designed to be fun, allowing customers to express themselves and up their confidence without breaking the bank.

Our editor recently put some of the new H&M Beauty products to the test:

“I’ve previously seen H&M Beauty in a couple of stores in Europe, and always wondered when it would hit SA shores. I was so excited to learn that it has finally launched here, as loyal H&M customers can now shop across the board, from fashion, to home and – at last – beauty.

I love how bright, uplifting and playful the beauty range is. The look and feel is so true to the H&M brand, which to me, has always represented inclusivity, diversity, playfulness and positivity.

My favourite products from the range is the Vegan & Natural Nail Polish, which has 75% natural origin, and The Essentials Set for Face Makeup and Eye Makeup, two sets of vegan makeup brushes. The quality of these products is exceptional, and I love that they’re cruelty-free and sustainably produced.

The range is diverse and you’ll find everything from eyeshadow, to lip gloss, nail polish, eyeliner, press-on nails and beauty tools on offer. The quality of the products is impressive – the bristles on the makeup brushes, for example, rival some of the high-end brushes I have in my kit. But what’s really great, especially in the economy we’re currently in, is the affordability of these products.

H&M is known for bringing customers affordable fashion, and the beauty products don’t fall behind. The nail colours go for R129, as do some of the press-on nails. The makeup brush sets range from around R329 to R379 and you can expect to pay R99 for the Lip Gloss Duo and R149 for the So Sweet Eyeshadow Palette.

Yes, the products are on-trend, but you’ll also find plenty of timeless beauty products suitable for those of us who prefer a classic look. I’m really impressed with the range and I’m excited to see how it’s going to perform here in SA. With the festive season coming up, I can see a lot of these items making fantastic stocking fillers!” – Anien, Editor

H&M Beauty is available at the following stores: V&A Waterfront, Sandton City, Gateway, Cavendish Square, Canal Walk, Rosebank Mall and Superbalist.