On September 12, 2024, H&M Beauty celebrated the grand opening of its first flagship store in Westfield Mall of Scandinavia, located adjacent to the existing H&M store with a separate entrance. Later this autumn, another flagship store will open at Drottninggatan 56 in central Stockholm, marking a pivotal moment in H&M Beauty's journey to becoming the most fashionable beauty destination in the world.

These new stores offer a seamless shopping experience by combining H&M’s fashion with an extensive beauty range. The flagship stores feature over 80 global and Scandinavian beauty brands, alongside H&M Beauty's updated in-house makeup line and newly launched fragrance collection. The Westfield store covers 220 square meters, while the Drottninggatan store will span 620 square meters.

In conjunction with the openings, H&M Beauty is expanding its product offerings by introducing over 20 new brands in makeup, skincare, and haircare. Some of the standout additions include MAC Cosmetics, e.l.f beauty, KYLIE Cosmetics, Anastasia Beverly Hills, and K-beauty favorites. Exclusive to H&M Beauty at Westfield, e.l.f beauty products are available in-store only from September 12 to 25, 2024.

As part of the launch festivities, the first 600 customers at both stores will receive a special gift. H&M Beauty is not just creating stores but also building a beauty universe that seamlessly integrates fashion and beauty, both in-store and online.