Anyone who’s played around with products from H&M’s relatively new beauty collection released last spring knows that the goods are pretty friggin’ great. Vividly pigmented eyeshadows, the perfect three-shade concealer palette, a $6.99 lipstick pencil that rivals those four times its price, an incredible leave-in “BB cream” for hair—what more could a beauty bargain hunter want?
Now the fast fashion stalwart just announced the impending debut of H&M Conscious, a 30-product line of skin, body, and hair care formulated with organic ingredients. Each product is free of GMOs, parabens, silicones, synthetic perfumes, and dyes, so it’s a major win for sensitive skin types. They’ll also be packaged in recycled plastic and paper (which they’ve somehow made super chic), so they’re environmentally friendly, too.
All of the products, from the gentle aluminum-free deodorant to a multiuse oil, will be priced under $13—which is significantly less expensive than most organic, sustainably produced beauty offerings. Sara Wallander, concept designer at H&M Beauty, explained, “We already offer conscious choices with our fashion collections, so it’s natural for us to have the same offering within our beauty collection.”
You’ll be able to find select products in stores this week, but the full line will be rolling out piecemeal until March. The release just so happens to coincide with the April 7 launch of H&M’s new Conscious Exclusive Collection, a much-hyped collaboration with the Museum of Decorative Arts in Paris. Between the attention to natural, sustainable ingredients and the modern, streamlined packaging we’d be more than happy to show off, we’re pretty impressed with the new line already.