H&M Beauty comes to Malaysia

H&M Beauty is headed for Malaysia this autumn. The Swedish fast-fashion giant will extend its beauty range to Malaysia in September, in a bid to tap the region's love of international cosmetics.

H&M Beauty will be launching in selected Malaysian stores, where it will have its own dedicated area within. It has opened more than 20 stores across Malaysia to date.

The cosmetics line, first debuted to the world in 2015, includes makeup, body and hair products and beauty accessories. Two additional lines will also make an appearance in Malaysia; a premium body care line and a "Conscious" line consisting of sustainable products certified by Ecocert.

According to Euromonitor, Malaysians favour foreign cosmetics brands with multinational players, which gained the largest sales share in 2016. A strong brand reputation established both internationally and locally is helping globl retailers succeed in Malaysia -- a wave H&M certainly hopes to ride on.

International manufacturers such as Procter & Gamble, Unilever, L’Oréal and Colgate-Palmolive were the dominate beauty and personal care in Malaysia in terms of revenues during 2016, added Euromonitor.

The official cosmetic arm of the retailer was first launched by H&M in 2015 across 900 stores worldwide and on its website.

H&M Beauty officially entered Asia in 2016, with Singapore to first receive the collection.

H&M Beauty comes to Malaysia

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