H&M expands beauty range – and gets Elif as a new face +2023

Beauty follows fashion
H&M expands beauty range – and gets Elif as a new face

Current fashion and beauty news in the BRIGITTE ticker:

March 9, 2023

H&M launches new beauty universe and celebrates launch with singer Elif as a face

H&M is one of the most popular fashion retailers in Germany. From cool trend items to the coveted studio collection – in the approximately 440 branches and the online shop of the Swedish company, each of us has probably found something. At least fashionable. But there is more! Beauty addicts can now also shop at H&M! Over the past year, the brand has been actively building its own beauty organization to meet increased customer demand and as a result is now launching an entire beauty universe online. From spring 2023, over 50 external brands are to be introduced in the online shop, including popular Scandi beauty brands such as Estrid, Emma S. and Gosh, but also international blockbusters such as Monday Haircare, Mario Badescu and Ida Warg.

To mark the launch, H&M Beauty in Germany is collaborating with singer Elif. Not only is she now the H&M Beauty star and face of the brand, but she is also set to take part in various launch activities and events planned by H&M Beauty this spring. The concept is intended to focus on international personalities such as brand founders and talented musicians “to inspire customers”.

March 8, 2023

Red, yellow and blue: Foundation is now being touched on TikTok

At some point in art class, I realized that all the other colors can be mixed from the primary colors red, yellow and blue! For some TikTokers, the amazement has not stopped since then. They swing the brush of the mixing palette and create their own make-up nuances from the three colors. Theatrical makeup in three primary colors — and some white or black to adjust the brightness — are meant to create an individual foundation. Whether this is sheer desperation, never finding the right nuance? Or to show how the color concept really works? One thing is certain: the different color weightings clearly show how make-up looks warmer with too much red, while too much blue creates a cooler undertone.

So to get on the track of your own skin tone, including undertone, this procedure is a successful and playful method. The TikTok trick is probably a little too cumbersome for everyday use. Because one thing is also certain: the light feeling of formulations from the drugstore is not given with sticky theater make-up. And: Who has the time to swing the mixing spoon … uh brush every morning?

March 7, 2023

Powdered off: For this nail trend we are now using eyeshadow for a different purpose

Whether ombré nails, Y2K nail art or the mystical aura look: one nail trend gives the other a hand — yes, wait a minute. On TikTok, the trends are now going one step further: eyeshadow is supposed to conjure up magical nuances on our nails. The ending? Less shiny, more feathery like airbrushed nail art.

But before you can really start applying the eyeshadow, the basis has to be right: filing nails and applying a simple base coat are among the cornerstones of a good manicure — even at home. A clean eyeshadow brush is then used to dip into your favorite shade and then apply it to the nail as desired. So that the powder does not run away when it is first touched, it is then fixed with clear varnish. If you like it particularly colorful and eye-catching, you can play with different colors and gradients: anything you like is allowed.

Missed last week’s fashion and beauty news?

No problem, you can find last week’s fashion and beauty news here.

lsh / jho
Bridget