The range, which entered the market last year in Europe and North America, is set to land in Singapore during this year’s Q3. It comprises of over 700 beauty and personal care products, including colour cosmetics, skin and hair care items.
“We are very excited to be the first market across Asia to carry the much-anticipated beauty concept,” said Fredrik Famm, country manager of H&M South-east Asia.
Fashion and beauty: power couple
Branching out into beauty is proving a rising trend among fashion brands, according to Euromonitor International.
The market research firm explains that as brands look to position themselves as having a ‘lifestyle status’, they are moving to offer consumers product ranges across neighbouring industries, including beauty.
“Its relative affordability and greater accessibility can capture younger and/or lower income consumers and introduce them to a brand,” explains the firm’s recent report on the trend, noting it is a particularly savvy move in the Asia region.
“Asia’s predisposition for skin care brings the category to the forefront of fashion brands’ strategies,” analysts note.
In Singapore, fashion brands moving into beauty taps into a growing consumer demand for new beauty experiences in the country.
“The launch of new brands, especially Korean brands, independent beauty brands and fashion house beauty lines will drive growth momentum,” explains Euromonitor.
The firm notes that consumers will “look for brands that give a bold and fresh interpretation of colour cosmetics that is distinctive from existing products”.
Famm confirmed that H&M’s move to stock beauty alongside apparel is intended to cater to this growing bank of consumers looking for novel colour cosmetics experiences.
“Similar to our fashion, we hope the extensive selection of our beauty range will allow fans to have fun exploring and creating any kind of look they want,” he said.
Euromonitor’s report, however, cautions that colour cosmetics is already a saturated market in Singapore, so new brands like H&M's will have their work cut out to create a unique identity and build a consumer following.