H&M have had some interesting developments lately.
The H&M group used to consist of Monki, Cheap Monday, Weekday, Cos, Arket, &Other Stories, H&M Home, AFound, and H&M. In recent years, Cheap Monday and Afound closed. Monki is now closed/incorporated into Weekday.
H&M stores (both online and brick-and-mortar) were long seen as a bit of a jumble sale. Clothes in a mess, no order, and many garments of poor quality. It was like the shabby country cousin of the other brands in the H&M stable.
H&M have somewhat rebranded themselves though (in Stockholm anyway). They do garment rentals, garment repairs, as well as offering carefully curated second-hand selections of both H&M and other brands. They recently had pop-up archive sales from their 20 years of collaborations. New stores are more like designer galleries than the cramped, chaotic spaces we are used to.
This is the second-hand section
One newer development is H&M Beauty. A flagship store opened a few weeks ago near where I work. It is very Sephora-like in selection and appearance, and sells niche brands as well as H&M’s own beauty line (newly revamped)
The revamped H&M own-brand beauty line has a small, well-curated line of basics. I was intrigued by their mascara. I bought the lash-lengthening one because volumising mascaras on my small eyes looks absolutely ridiculous.
It cost $9 and it is actually not bad. Not the best mascara I have ever used but by far not the worst. It did not irritate my eyes at all and did not flake or smudge at all, despite snow and wind. I will *definitely* buy again.
I’ve never done any shopping at H&M but it sounds interesting for the people who enjoy that kind of clothes to be able to find accessories and beauty products at the same place.
Janet, Thank you for your help. I just finished reading today\’s post. And looking forward to more of \’em. H&M sounds a bit like one of our small town thrift stores…on a budget. Ran