H&M Group's Afound launches into beauty

By

Sandra Halliday

Published
Nov 24, 2020

Afound, the newest brand in the H&M Group portfolio, has this week launched a beauty offer that promises to deliver to “existing and new customers the chance to find their favourite products at a great price”.

The company said it’s “a step to further strengthen the [brand’s] position as the go-to place for outstanding deals – all day and every day”.

It has launched beauty online with over 1,000 items within categories including make-up, fragrance, hair and skincare.

And the offer mixes both internal brands from the H&M Group with external names such as Isadora, Babyliss, Beautyblender, Real Techniques and Revitalash, among others.

Afound MD Joanna Hummel said the focus is on year-round discounted prices and that “adding Beauty to existing categories Fashion and Lifestyle gives us the opportunity to broaden the relation with our customers and make sure that we can deliver according to their needs”.  

The brand was launched in 2018 with a series of physical stores in its domestic market. It was the giant Swedish group’s first dedicated outlet offering and expansion more recently has been focused on digital with its debut outside of Sweden happening a little over a year ago when it launched online in The Netherlands. At the time, it said that digital would be the way forward for the unit’s growth.