Just like we love buying trendy, affordable clothing to pair with wardrobe basics to give our outfits a more of-the-moment feel, so too do we love adding cheapy beauty products into our makeup routines to switch up our day-to-day looks. Soon, H&M will be a one-stop shop for getting both. According to the company’s annual full-year report, which was just released today, the Swedish fast-fashion retailer will launch an extensive in-house beauty line this fall. Called H&M Beauty, the collection of “high-quality, value-for-money products” will include specially designed makeup, body care and hair care products, which will be sold online and in 900 H&M stores.


Even though H&M does currently sell a selection of branded cosmetics, most of which are slung at checkout as impulse buys, the news of a complete product overhaul indicates that H&M is finally taking a serious stab at the beauty market. We’re expecting a thorough Topshop-esque program of seasonal products, on-the-pulse color palettes and a base collection — maybe even spanning all three categories — of pick-me-ups we won’t mind stashing at our desks or resigning to our tote bags, because really, when hasn’t H&M had your back when you need to look stylish in a pinch? We’re already imagining an entire section of their website dedicated to tutorials that tie in with the season’s trendiest looks and, if we’re really lucky, beauty tie-ins with future designer collaborations. Just sayin’: we would have definitely snatched up hair gel + nude lipstick along with our futuristic athleisure pieces to look more like Alexander Wang models.  

What kind of makeup would you buy from H&M? Tell us about your hopes for the makeup line in the comments below.