By Alexandra Davis

H&M is taking bold strides in the beauty industry with its latest makeup offering. 

 

Taking inspiration from their sustainable clothing line ‘Conscious Collection’, the high street retailer has turned its hand to cosmetics with the launch of an organic makeup range, H&M Conscious. 

 

The new line incorporates skincare, hair care and body care, all of which are Ecocert-approved with organic certification. To gain this certification, at least 95% of the ingredients must be of natural origin whilst 10% must originate from organic farming. 

 

Featuring lip balms, face masks, aromatherapy-based fragrances, and even aluminium-free deodorant, all in recycled or recyclable packaging, H&M Conscious aims to inspire a more natural approach to beauty. 

 

Sara Wallander, concept designer for H&M’s beauty department says: “We already offer conscious choices with our fashion collections so it is only natural for us to do the same within our beauty range.” The revamped beauty collection launched last November, and the Conscious range joins it in stores from March.