Swedish fast fashion giant H&M has announced plans to open two standalone flagship stores selling only beauty products as the company looks to expand its reach beyond its core apparel business.

The stores, located in Stockholm, will carry the full line of H&M beauty products including makeup and fragrance as well as over 80 global and Scandinavian beauty brands.

The Swedish fashion retailer said the stores will be 220 and 620 square meters in size respectively with their own entrances while connecting to the H&M store offering customers a chance to complete their look.

In a break from its core business which solely stocks H&M-branded goods, the beauty stores will carry third-party brands including MAC Cosmetics, Origins, Olaplex and a wide range of Korean brands.

"We're thrilled to unveil our new beauty destination—an even stronger assortment with premium brands that perfectly complements our fashion offer and unleash self-expression for all,” said Cathrine Wigzell, general manager at H&M Beauty. “We aim to inspire every customer, whether in-store or online, to walk away with a complete look that seamlessly blends fashion and beauty.”

Last month, H&M announced the closure of its digital outlet Afound, citing weak demand and changing market dynamics. Launched in 2018, Afound offered discounted clothes from various external brands.

The company's other concept brands including Arket, COS, Monki, Weekday, and & Other Stories continue to operate.

This is the latest episode in the company's attempts to expand its business beyond clothing. The retailer launched its H&M Home brand, offering home furnishings, in 2008, but has significantly expanded its footprint in recent years with standalone stores including a flagship store on London's Regent Street.

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