H&M Beauty has always been about more than just cosmetics—it’s a philosophy rooted in accessibility, creativity, and individuality. Guided by the belief that beauty and fashion are inseparable, H&M Beauty crafts products that allow everyone to express their unique identity. From inclusive formulations to sustainable practices, the brand aims to empower individuals to feel confident and authentic, making beauty an integral part of their daily lives.
A Glamorous Celebration in Dubai
Last month, H&M Alshaya set the stage for an extraordinary celebration of beauty in Dubai, inviting an exclusive guest list of media representatives and influencers. Designed to spotlight H&M Beauty’s extensive product range, the event focused on face, lip, and eye makeup, alongside a dedicated showcase of the brand’s fragrance collections. The spotlight also shone on two exclusive fragrances crafted specifically for the Middle Eastern market.
The event marked a significant milestone in H&M Beauty’s journey in the MENA region, reinforcing its commitment to creating memorable experiences for its growing customer base. Over 130 guests attended, ranging from high-profile influencers such as Maya Ahmad (1.2 million followers) and Ola Farahat (1.3 million followers), to micro-influencers and leading media outlets like Elle Arabia, Cosmopolitan Middle East, Grazia ME, and Buro 24/7.
A vibrant “red experience” greeted attendees, blending high-energy ambiance with luxurious offerings. Guests explored H&M Beauty’s full product range guided by brand ambassadors, with a hands-on opportunity to engrave custom makeup mirrors as personalized keepsakes. Curated gift bags containing beauty essentials—from foundation and blush to fragrance and nail polish—further enhanced the experience. To top it off, an engaging masterclass by celebrated international makeup artist Karolina Kurowicka deepened guests’ knowledge of the products, making the event as educational as it was glamorous.
“Make Up Stories” Campaign: Beauty in Every Moment
H&M Beauty’s transformation continues to captivate audiences with its latest campaign under the banner of Make Up Stories. This campaign, the final installment of a trilogy, positions makeup as the spark for every meaningful and memorable moment.
Guiding the campaign’s creative direction is Global Makeup Artist Raoúl Alejandre, whose innovative vision draws inspiration from the diverse beauty aesthetics of the 1980s. Alejandre’s passion for color, form, and texture has been instrumental in reshaping H&M Beauty’s identity. Speaking about his approach, he shared: “The high-quality pigmentation and rich formulas of this range, combined with its accessibility, make it a game-changer. I especially enjoy experimenting with three shades to create unique lip colors.”
The new collection features revamped formulations and packaging, embodying the brand’s signature bold red and pink hues. Highlights include the Satin Icon lipstick, available in 36 shades for a soft satin finish, and the Matte Lippie, offering a luminous matte finish in 18 shades. Both formulations are vegan, enriched with Hyaluronic Acid for hydration. Complementing these are Mad for Matte liquid lipsticks and Mark My Lips lip liners, further elevating the versatility of H&M Beauty’s offerings.
Fragrance as an Expression: Alisha Boe Leads the Way
H&M Beauty’s innovative approach extends to its fragrance line, encapsulated in a campaign fronted by actress Alisha Boe. This fall, the brand launched a collection of eight vegan fragrances, crafted to mirror the diverse personalities that people embody. From the floral and romantic Hopeful Romantic to the fresh and minimalist Modern Minimalist, these scents are designed to align with the wearer’s mood and style.
Alisha Boe, known for her emotive performances, captures the essence of these fragrances in the campaign. She portrays eight distinct personas, each reflecting a unique facet of the collection. As she expressed: “I loved working on this campaign, bringing the idea of different scent personalities to life. Your mood changes every day, and these fragrances let you emphasize how you feel.”
The fragrance line pays homage to H&M’s legacy with the signature scent Est. 1947, named after the year the brand was founded. Developed in Paris using upcycled ingredients and inspired by the perfumery heritage of Grasse, the collection seamlessly marries creativity and sustainability. Each scent offers a unique olfactory journey, from the woody notes of Adventure Seeker to the gourmand sweetness of Social Butterfly.
A World Where Beauty and Fashion Intersect
H&M Beauty’s ethos transcends the conventional boundaries of makeup and skincare. The brand envisions beauty as an integral part of a curated fashion experience, where self-expression takes center stage. As the campaign asserts, “Beauty and fashion don’t just co-exist but play together to inspire and elevate each other.”
This philosophy is evident in every aspect of the brand’s offerings. Whether through the vibrancy of its makeup line or the evocative storytelling of its fragrance collection, H&M Beauty empowers individuals to define their identity and enhance their style.
A Regional and Global Phenomenon
The Dubai event underscored H&M Beauty’s commitment to expanding its influence in the Middle East, with its products now available across the UAE, Kuwait, Saudi Arabia, and Qatar. From makeup masterclasses to fragrance campaigns, the brand continues to resonate with audiences worldwide.
As H&M Beauty steps into a new era, it celebrates the art of transformation, blending innovation, sustainability, and accessibility. Whether through the creative brilliance of Raoúl Alejandre or the dynamic storytelling of Alisha Boe, H&M Beauty reaffirms its status as a destination for those who embrace bold self-expression.
Join the beauty party at hm.com/beauty and @hmbeauty.
