H&M Beauty Opens First Flagship Store in Helsinki – a New Era of Beauty Begins

To celebrate this exciting milestone, H&M rolled out the red carpet and gave exclusive offers throughout the opening weekend such as: exclusive beauty goodie bags to the first 600 customers, complimentary breakfast for those who waited in line, 20% off on H&M products for members on the opening day and exclusive beauty offers throughout the weekend.

“We are thrilled to introduce our very first beauty destination in Finland in Forum – bringing a strong  assortment with premium brands that perfectly complements our fashion selection and encourages self expression for everyone. Our ambition is to inspire every customer, whether shopping in-store or online, to  leave with a complete look where fashion and beauty come together seamlessly. This marks an exciting new  chapter and a whole new experience,”

Catherine Wigzell, General Manager at H&M Beauty.

But the celebration doesn´t stop at the new flagship store. Alongside the launch of the new H&M beauty store, H&M is unveiled a new online beauty universe, featuring a curated selection of over 80 external beauty brands. This digital destination offers everything from cult favorites to emerging gems, making beauty more accessible than ever.

Among the standout additions to the H&M Beauty portfolio are Huda Beauty and Kayali, now available  exclusively at H&M Beauty. Beauty lovers can also explore beloved global brands like Toofaced, Laneige,  Colorwow and Buxom, and Finnish bestsellers such as: Lumene and Smuuti, celebrating local innovation and skincare excellence. Additionally, Finnish customers will enjoy exclusive access to risingstars like: Dorah and Restored available only through H&M beauty.

“This launch is more than just a store opening- it´s a celebration of beauty in all its forms. We are excited to  bring the world-class beauty experience to Finland and to empower our customers with a diverse, inclusive  and inspiring beauty offering with over 80 new beauty brands”

Pernille Skanvig Schoenau, Press Officer at  H&M Nordics.

The flagship store has dedicated H&M Beauty entrances but remain connected to the womenswear departments, giving a seamless and inspiring shopping journey for their customers.