H&M Beauty will open its global flagship store on 5th May in Oslo. The new store will have a wide variety of H&M branded beauty products along with more than 80 other brands, such as Smashbox and Huda Beauty, Origins, Anastasia Beverly Hills, and Emma S. All the stores will be based out of the H&M stores, but will have their own entrance.

In this new concept store, there will be a mix of spa-like aesthetics and cocktail bar that will offer self-care and wellness therapies and also be a place to socialise.

According to Cathrine Wigzell, General Manager, H&M Beauty, the brand can now offer customers a well-designed assortment of beauty products and treatments. The main aim is to give the customers a complete overhaul, from beauty to fashion.