Close this search box.
credit: H&M
credit: H&M

H&M opens new beauty concept in Oslo

The new beauty concept is being created on an area of around 300 sq m, among the brands launching are Huda Beauty, WISHFUL, KAYALI, Smashbox, Anastasia Beverly Hills, KVD, Origins and Emma S.

Spas and cocktail bars served as a source of inspiration for the design of the new store concept – new products can be discovered and tried out in a pleasant, relaxed atmosphere. Physical experiences are combined with the digital beauty universe, and customers are to be inspired to the maximum. The two H&M Beauty Shops are each located in H&M stores and have their own entrance.

“We are very happy that we can now offer our customers a well-curated beauty assortment that goes hand-in-hand with the fashion we offer. Our goal is to inspire every customer who enters a H&M store, or who shops online at, to leave with a complete look across fashion and beauty”, says Cathrine Wigzell, General Manager, H&M Beauty.

H&M Beauty’s first flagship store will open its doors on May 4 2023 in Oslo, Karl Johans gate 14, the second store will open on May 25 2023 in Oslo City.


Subscribe to ACROSS Magazine

Across print & digital

Enjoy ACROSS – The European Placemaking Magazine on your desktop, tablet, or smartphone.

Latest Print Issue