The New Must-Haves
Lost in the jungle of beauty products? We asked the real experts – the product designers – to help guide us to the best of the best in the new H&M beauty department.
The New Beauty Department just arrived in H&M stores worldwide, and to give you a better overview of the huge amount of products, we asked the designers and buyers at the actual beauty department to pick their favourites.
Keep scrolling to see seven beautiful new products for your boudoir – and why the people behind them think you need to have them.
1. DARK TONES FOUNDATION QUAD
“This foundation is great because of its colour-combination, which is suitable for people with much deeper skin tones. In similar products, the colours tend to be too grey or too light – but they’re just right in this one.”
“The formula is thin and silky, but can provide great coverage if that’s what you’re looking for. The product can also be used as a shading and contouring cream for people with a lighter skin tone.”
– Susanne Persson, product designer
The foundation is available in stores and online now.
2. HIGH AND MIGHTY MASCARA
“This mascara does everything for you that a mascara should do. It adds length, volume and definition to your lashes. The unique thing with it is the brush, which is very small and has plastic bristles that make it easier to reach every lash and gives a spectacular false lash effect while avoiding clumps. It’s really all you could ever ask for in a mascara.”
– Karolina Thomander, assistant buyer
This mascara lands in stores and online the first week of October.
3. COLOUR ESSENCE EYE CREAM
“This is a must-have because of its simplicity. The thin formula is so easy to apply and builds more colour for a more intense look. Also, since it’s not a pressed powder, it won´t break and leak all over the things you carry in your bag – so you can bring it with you everywhere you go.”
– Elin Tordenlid, product designer
The Colour Essence Eye Cream comes in ten different colours; Elin Tordenlid’s favourites are Dauphine Truffle, Gentlewoman and Champers. It’s available in stores and online now.
4. IN-BETWEEN DAYS DRY SHAMPOO AND TEASING BRUSH
“These two products work as a life-saver in between washes. First, backcomb your hair with the teasing brush to give it some volume, then apply dry shampoo to the roots to add even more volume and remove oils. Afterwards it will look and feel newly washed.”
– Matilda Axelsson, assistant buyer
Both products are available now.
5. HALO ILLUMINISER
“This is a multi-use product that can be used as a highlighter, as a primer or, if you mix it with foundation, for your entire face. Oh, it looks great on your lips too!”
“The Halo Illuminiser gives you the perfect glow and helps you look fresh, well-rested and moisturised. I like to say that it gives you a J-Lo glow!”
– Hanna Johansson, assistant buyer
Halo Illuminiser comes in three different colours. They’re all available online and in stores the first week of October.
6. PURE VELVET CREAM BLUSHER
“If there’s one thing you should bring with you for a night out (and everywhere else) it’s this cream blush. It’s super easy to apply, and melts into your skin and gives a very natural look. It’s for the girl on the run – and you can’t go wrong with it.”
– Isabella Lindström, buyer
Pure Velvet Cream Blusher is available now.
7. EYE FIDELITY PRIMER
“This eye primer adjusts to your skin tone and evens out the colour on your eyelid – covers up visible veins, for example. The primer also works as a base and makes your eye shadow last much longer. With this on, you never have to worry about your eye shadow moving or creasing.”
– Åsa Tauberman, buyer
Eye Fidelity Primer is available now.