Building momentum
The fast fashion name moved into the US and European cosmetics sphere in 2015, before releasing its H&M Beauty range to Singapore — its first move into Asia — in 2016.
As the product lines have received significant support by beauty buyers in Singapore, the brand is now getting ready to expand into Malaysia in autumn this year.
“At H&M, we see beauty as ‘fashion for your face’ and a natural part of completing a fashion look. H&M offers shoppers the latest trends and quality fashion while staying affordable, and the upcoming beauty range will continue to stay true to our mission,” Fredrik Famm, Country Manager of H&M Southeast Asia announced to the press.
Portfolio growth
After launching its portfolio, which contains approximately 700 items in its make up collection, H&M Beauty is now evolving its range to give Malaysian consumers up to 1000 in-store make up, hair and body choices including new limited-edition must-have items.
Along with the company’s two subsidiary lines: its sustainable Ecocert-approved Conscious beauty selection and prestige personal care range, H&M Beauty will be available in 900 of its stores to consumers throughout the world including Australia.
The H&M Beauty range offers customers curated colour cosmetic palettes, bases and concealers for all skin types, eye and lip make up, nail art and care and fragrances to highlight latest trends and consumer preferences.
While no exact launch date has been released, it is anticipated to reach Malaysian beauty buyers in the autumn.
Malaysian marketplace
Euromonitor International reports that while Malaysia has witnessed slow economic growth — it registered 4% GDP increase in 2016 due to rising living costs — international manufacturers maintained a competitive edge and obtained market share throughout 2016.
As Malaysian buyers make sophisticated purchases based on their increased awareness surrounding health and beauty concerns, specialist retailers that focus on cosmetic products did see successful growth. The biggest opportunities in Malaysia are available to multinational beauty retailers, such as H&M Beauty, as consciousness relating to health and beauty is anticipated to continue, with e-commerce tipped to drive sales.