H&M Beauty is set to open its first global flagship store in Oslo as the fashion retailer expands into the world of beauty on May 4. 

H&M Beauty

H&M Beauty will open its first global flagship store in Oslo in May

Spread across more than 3,000 sq ft, the store will carry H&M Beauty’s own-label products alongside more than 80 external brands including Huda Beauty, Wishful, Kayali, Smashbox and more. 

The retailer will open a second H&M Beauty store in Oslo on May 25.

H&M said it aims “to sharpen its offer, meet customer demand and create an elevated physical store experience” with the new stores, describing the concept as having a combination of “cocktail bar and spa-like aesthetics”. 

H&M Beauty general manager Cathrine Wigzell said: “We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand in hand with the fashion we offer.

“Our goal is to inspire every customer who enters an H&M store, or who shops online at hm.com, to leave with a complete look across fashion and beauty.” 

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