Fashion retailers get beauty-full


Fashion retailer H&M recently announced the launch of a sustainable beauty range. The range, Conscious Beauty, is an extension of H&M’s existing eco-friendly fashion line and includes skincare, haircare and bodycare products. The products are all free from frangrances, dyes and parabens, including aluminium-free roll-on deodorant.

Even the packaging is sustainable – recycled paper is used for most of the products – in stylish, minimal designs. For the few products that require plastic packaging, only recycled plastic is used. With the product offering spanning shampoo, face masks, hand cream, handwash and oil, the range is sure to be a hit with H&M’s conscious customers.


The sustainable beauty launch follows on from H&M’s full beauty launch in 2015, when the retailer introduced over 700 beauty and cosmetics lines.

In fact, 2015 saw a number of the leading fashion retailers extend into new categories in a bid to drive sales. While the year started with sportswear launches, with the likes of Matalan, New Look, Boohoo and Net-a-Porter launching their own activewear collections, 2015 saw beauty launches and range extensions from H&M, New Look and Urban Outfitters among others.

H&M (6)

H&M’s beauty range, Oxford Street, London

A great beauty range can be found at & Other Stories… the Moroccan Mint hand and body collection is a must try…

The Verdict

H&M has done an excellent job of making its Conscious beauty range stylish yet responsible.


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