Swedish clothing brand H&M is about to take the Australian cosmetics world by storm with the launch of its 700 SKU make-up range this year.

The make-up range, which will no doubt draw comparisons to likes of own label ranges from Sephora and Mecca, will comprise make-up, hair care, body care and beauty styling items.

Sara Wallander, Concept Designer, H&M Beauty said, “We are very excited to launch H&M Beauty. It’s an opportunity to be inventive, creative and to have fun with colour that inspires us. The new concept is “fashion for your face” for both existing and future beauty lovers. We see a wide customer base that views beauty as fashion and a natural part of a complete fashion look.”

The items will have a dedicated POS space within the H&M stores and will allow consumers to try out the products before they purchase. H&M will add seasonal drops of limited edition color palettes throughout the year, as well as add a premium line and a range of Ecocert-approved sustainable products.