We are delighted to announce that H&M’s second global Beauty flagship store is launched at Oslo City.

Cosmetics are big at Oslo City. We are proud that H&M has not only chosen to launch its new Beauty concept with us but is also investing further and upgrading its 3,500 square meter store floor by floor. By autumn 2023, all four H&M floors in Oslo City will be top notch including an internal staircase between all the floors, says Elisabeth Lohk, Shopping Center Manager at Oslo City.

Beauty has been offered by H&M since the late 70’s with both external as well as the brand’s private label. Today, the beauty market is rapidly growing and on track to match the fashion market. While beauty is not something new at H&M, the company made a strategic decision three years ago to start up as a stand-alone organization to meet the increasing demand from customers.

Our flagship concept visualizes the future of what H&M Beauty’s in-store experience will look like. This is an upgrade on the existing format, with a more elevated look and feel. In Oslo City, our customers will be able to find a well-developed beauty range that matches the fashion we offer. We have also engaged in-store beauty experts to support our customers in finding the right beauty products. H&M has a long history of beauty in Norway and has sold external beauty brands in H&M stores since the late 70’s there. Therefore, Oslo felt like the perfect place to launch our two first global flagship stores in Oslo City and at Karl Johan, says Cathrine Wigzell, General Manager, H&M Beauty.