Vegan and natural

We get it. It can feel overwhelming when faced with cosmetic products and all their different characteristics and functions. But we want to make it easier for you. That’s why we’ve created a guide featuring our most common cosmetic claims.

A vegan formula doesn't have any ingredients derived from animals or their by-products. The manufacturing process of the formula and its ingredients also doesn't involve any animal-related substances. At H&M Group, we don't test our cosmetic products or their ingredients on animals during development or with finished products, regardless of the countries where they are produced or sold. We follow the EU's Cosmetic Regulation, which strictly prohibits animal testing for all cosmetic products sold under any H&M Group brand.

When we say a product is “natural”, we follow guidelines set by ISO 16128, an international standard for natural and organic cosmetics, or another well-recognized third-party standard approved by H&M Group. These guidelines determine how much of the product's ingredients should come from natural sources. For most products, at least 90% of the formula is made up of natural ingredients (by weight). Nail polish has a lower requirement of 65%. We clearly state the exact percentage of natural ingredients in each product or provide a range that is very close to the stated amount.