# Fashion Retailer Cosmetics The H&M Beauty Collection is Comprised of 700 Pieces By Meghan Young | Published 2015-05-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-beauty References: [millihelen.jezebel](http://millihelen.jezebel.com/h-m-is-breaking-into-beauty-1703880003) & [hm](http://www.hm.com) The [H&M Beauty](https://www.trendhunter.com/trends/hm-beauty-fragrance) collection is set to compete with other [cosmetic companies](https://www.trendhunter.com/trends/juicy-couture-beauty-products) in a big way. With 700 pieces total, it will include everything from primers to lipsticks and nail polishes. Jezebel writes, "The beauty industry racks up tens of billions of dollars in the US alone." With this staggering number in mind, it's surprising that the H&M Beauty collection wasn't born sooner. If people thought 700 was a lot, by fall the H&M Beauty collection will expand to 1000 pieces. What makes this even more exciting is the fact that the prices of the products will be on par with [drugstore brands](https://www.trendhunter.com/trends/superdrug-kbeauty) and other retailer competitors such as Topshop. As for quality, that will be determined with it hits stores. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 56% | Activity: 41% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Affordable Beauty Products:** H&M Beauty's new collection of affordable cosmetic products will disrupt the beauty market, catering to cost-conscious customers. - **Expanding Product Line:** Expanding its product line to 1000 pieces the H&M Beauty collection will cater to customers with diverse tastes. - **Fast Fashion Meets Beauty:** H&M's launch in the beauty industry is a new platform for the fast-fashion retailer to embrace disruptive innovation opportunities to expand and diversify its brand. ### Who This Affects Most - **Beauty:** H&M Beauty collection aims to compete with the other cosmetic giants like L'Oreal, Estee Lauder and Avon in the beauty industry. - **Fashion Retail:** H&M Beauty collection is an innovation that combines fashion and beauty and will take on competitors in the fashion retail industry. - **Drugstore Retail:** H&M Beauty's price strategy, putting their products on par with drugstore brands like Rimmel, will challenge other drugstore retailers in the market and draw in cost-conscious customers. ## Related on Trend Hunter - [Beauty Product Perfumes](https://www.trendhunter.com/trends/hm-and-elf-cosmetics.md) - [Multifaceted Personal Fragrances](https://www.trendhunter.com/trends/hm-beauty-fragrance.md) - [Lollipop-Inspired Beauty Capsules](https://www.trendhunter.com/trends/hm-x-chupa-chups.md) - [Premium Beauty Make-Up Collections](https://www.trendhunter.com/trends/le-regard.md) - [Inaugural Fashion Brand Cosmetics](https://www.trendhunter.com/trends/celine-beaut.md) - [Luxurious Beauty Collections](https://www.trendhunter.com/trends/la-beaut-collection.md) - [Pre-Holiday Cosmetic Kits](https://www.trendhunter.com/trends/super-beauty-holiday-haul.md) - [Whole-Family Beauty Collections](https://www.trendhunter.com/trends/old-navy-beauty-co.md) - [Hair Product Retail Expansions](https://www.trendhunter.com/trends/hallo-hair-ulta-beauty.md)