Make-up and skincare products will soon line the shelves at H&M's flagship outlet in Orchard Road and its Raffles Place store.
The Swedish fast-fashion retail chain is finally bringing its beauty range to Singapore, after entering the fray in more than 40 countries in September last year.
The range - consisting of more than 700 products - was rolled out in more than 900 stores in territories including the United Kingdom, Sweden, the United States, France, Germany and Denmark.
The full range will be offered at the flagship here on Sept 9, while cosmetics will be available at Raffles Place on Sept 13. Singapore will be the first country in South-east Asia to stock the collection.
The full line comprises items such as make-up, hair products, moisturisers, nail polish and beauty tools.
The range will also include two subsidiary collections, a premium bodycare line and H&M Conscious Beauty - a range of organic, more sustainably produced products for skin, hair and body.
The draw: All the products cost less than $20 each.
In an e-mail interview with The Straits Times, H&M beauty concept designer Sara Wallander says: "We offer fashion for the face. The assortment reflects fashion and beauty trends to help customers achieve the total fashion look, including seasonal drops and limited-edition colour collections."
H&M is not the first fast-fashion label to carry its own cosmetics range. Highstreet fashion chain Topshop launched its range in 2010 and American retail label Urban Outfitters increased its existing beauty offerings by 18 per cent last year, according to industry website Business of Fashion.
Other similar labels with their own beauty lines include Irish clothing retailer Primark and British retailer Marks & Spencer.
On why H&M did not come up with its line of beauty products earlier, Ms Wallander says: "We wanted to create a concept that is comprehensive, something that evolves and updates."
She worked with an in-house beauty team on the collection, which took four years to develop. They worked on everything from developing the colour range for the nail polish to creating the design of the packaging.
Ms Wallander says the collection has been "highly appreciated" by customers so far, although she declines to disclose sales figures. The wide range, she adds, targets "all customers and beauty lovers, regardless of age".
Dr Seshan Ramaswami, associate professor of marketing education at Singapore Management University, thinks the collection will do well here.
He says: "Singaporeans seem to have taken to the brand as a good-value, hip and stylish international label. The only doubt would be whether the range has been tailored to the make-up and skincare needs of Singapore customers."
He notes that the make-up products might do better than the skin and haircare products, as consumers may be more willing to experiment with make-up.
Early adopters of the range, he adds, are most likely to be those younger than 35 who are value- conscious and who are already frequent shoppers at H&M.
Make-up fans here are also looking forward to the launch.
Administrative assistant Angela Lim, 25, who shops at H&M at least once a month, says she is glad the store is launching something new.
"It'll be convenient to shop for clothes and accessories there and get some make-up at the same time."
Financial adviser Jane Tor, 24, says she is sceptical about the quality of the make-up given the low prices, but will give the range a shot.
"I'm particular about the products that I use, but I would try the eyeshadow and nail polish."