Fashion Retailer H&M Just Launched Its Own Cosmetics Line

As it is, H&M sells virtually everything girls or guys ever could need or want in their wardrobes. The brand collaborates with top designers (Alexander Wang, Isabel Marant). David Beckham wears H&M’s underwear. The brand even creates red-carpet-worthy gowns worn by the likes of Sarah Jessica Parker (who rocked the label at last week’s Met Gala), Kate Mara, Solange Knowles and Helen Hunt.

Now, the Swedish fast-fashion retailer aims to enter customers’ bathrooms in a big way, too. According to Style.com, H&M is launching a house brand of beauty products with an initial offering of 700 items — seriously. But considering the vastness of the brand’s output, it’s no surprise.

According to H&M Beauty’s concept designer, Sara Wallander, it’s fast “fashion for the face.” Additionally, in line with the brand’s Conscious collection, there is also an organic, eco-friendly subsidiary collection in the works. And it’s planning a premium line, too.

Obviously, it appears no type of cosmetic will be left untouched. The range is expected to include bronzer, lipstick, nail polish, body products and hairstyling tools, with prices ranging from $2.99 to $24.99 and the number of SKUs jumping quickly to 1,000 after the line’s initial release. Sephora, watch your back!

This article originally appeared on The Hollywood Reporter.

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