Stockholm – Fast fashion retailer H&M has launched a range of beauty products that communicates its sustainability credentials.
The line carries the Ecocert seal of approval, which guarantees that 95% of the ingredients used are natural and that at least 10% are sourced from organic farms.
Described as ‘good for people, the planet and your wallet’, the range features lip balms, skincare masks and hair oils, among other items.
‘We already offer conscious choices with our fashion collections so it is natural for us to have the same offering within our beauty collection,’ says Sara Wallander, concept designer at H&M Beauty. ‘We always aim to develop our products to high and responsible standards. With the Conscious range, we have taken this philosophy even further. We are very proud to be able to offer organic beauty to our customers.’
H&M is turning itself around after coming under fire for its poor sustainability record. For more on how brands are adapting to meet the needs of an increasingly aware consumer, read our Whole-system Thinking macrotrend.