When fast fashion giant H&M announced its expansion into the beauty world, makeup enthusiasts across India sat up and took notice. Could this affordable retailer deliver quality cosmetics that rival professional brands? We put their entire collection to the test to bring you the unvarnished truth.
The Packaging: First Impressions Matter
Right out of the gate, H&M Beauty makes a strong statement with its packaging. The lipsticks, in particular, feel surprisingly luxurious with their weighty, magnetic cases that click satisfyingly shut. The eyeshadow palettes feature sleek, minimalist designs that wouldn't look out of place on a high-end makeup counter.
What we loved:
- Sophisticated, weighty packaging that belies the affordable price point
- Clear labeling and practical component designs
- Cohesive aesthetic across the entire collection
Lip Products: The Undisputed Stars
If you only buy one thing from H&M Beauty, make it their lip collection. The lipsticks deliver exceptional pigmentation with a single swipe, and the formula feels comfortable without drying out your lips. The liquid lipsticks, while slightly slower to dry, offer impressive staying power that survives coffee breaks and light meals.
Our top picks:
- The Cream Lipsticks: Available in both matte and satin finishes, these provide buildable coverage without feathering
- Lip Glosses: Non-sticky formula with just the right amount of shimmer
- Lip Liners: Creamy texture that doesn't tug at delicate lip skin
Face Products: A Mixed Bag
This is where H&M's beauty line shows some growing pains. While the blushes and highlighters perform admirably with smooth application and blendable formulas, the foundations present challenges for Indian skin tones and climate conditions.
The concerns we encountered:
- Limited shade range that doesn't adequately cover deeper Indian skin tones
- Foundation formulas that may not hold up well in humid conditions
- Some powder products can appear cakey if not applied with a light hand
Eyeshadow Performance: Hits and Misses
The eyeshadow palettes offer a mixed experience. While the matte shades blend beautifully and build well, the shimmer shades require more effort and often need a primer or damp brush to show their true potential. The color stories are thoughtfully curated, but the payoff varies significantly between different finishes.
Value Proposition: Affordable Luxury or Fast Fashion Flop?
There's no denying that H&M Beauty offers incredible value for money. The prices position these products firmly in the drugstore category, but several items perform like mid-range alternatives. For makeup beginners or those looking to experiment with new trends without breaking the bank, this collection provides an excellent starting point.
Who should consider H&M Beauty:
- Makeup newcomers wanting to build their collection affordably
- Seasoned beauty lovers looking for trend colors without commitment
- Anyone who appreciates good packaging at accessible price points
Final Verdict: Should You Invest?
H&M Beauty delivers some genuine gems amidst a few disappointments. The lip products, blushes, and select eye products are definitely worth adding to your makeup arsenal. However, approach their base products with caution, especially if you have specific shade matching needs or live in humid regions of India.
The collection successfully brings fast fashion's accessibility to beauty while maintaining surprisingly good quality in key categories. While it may not replace your high-end favorites entirely, it certainly deserves a spot in your beauty rotation for everyday wear and experimental looks.
