H&M will launch a range of beauty products this autumn, according to the company.
This will include more than 700 make-up, hair care, body care and beauty tools.
The range will replace existing beauty products at H&M and will include two subsidiary collections: a premium beauty line and a conscious range of Ecocert-approved sustainable products.
The products will be available in over 900 stores worldwide and online at hm.com.
The company notes: "Fashion is at the heart of the range with an ever-evolving make-up selection that focuses on seasonal looks, ideas and colors."
H&M notes, "There will be new, dedicated beauty areas in the stores to help customers experiment with trends and develop a look that’s all their own."
“We are very excited to have ‘fashion for the face’ on offer at H&M," said Sara Wallander, concept designer at H&M Beauty. "It’s an opportunity to be inventive, creative and to have fun with colors.”