Following the launch success in Sweden last week, H&M Beauty is giving U.S. customers a bite of its latest collaboration.
Tapping into Gen Z’s Swedish candy craze, the retailer partnered with the cult-favorite brand Bubs to debut a limited-edition line of sweet-and-sour products across multiple categories. Packaged in bubble tubes with skull tops, the collection includes the Lip Oil, Lip Mask, Hair and Body Mist, Charm, Beauty Bag and Hair Claw, with prices ranging from $7.99 to $39.99.
The H&M Beauty x Bubs collaboration.
Available now, the Lip Oil is offered in Raspberry Liqourice, Watermelon, Berry Vanilla and Bubblegum; the Lip Mask comes in Banana Toffee, Lemon Berry, Watermelon and Bubblegum, and the mists are sold in Tutti Frutti, Berry Vanilla and Watermelon.
The Liquorice Lip Oil, $7.99.
According to H&M, the collaboration went live in Sweden on April 9 and sold out, in store and online, in less than 15 minutes.
“With this collection, we wanted to capture the joy and nostalgia of Swedish candy culture and translate it into a playful beauty experience,” said Mirja Kjellberg, head of private label at H&M Beauty, in an official statement. “Bubs has such a distinctive universe of flavors and colors, and reimagining that through scents, textures and collectible packaging felt like a natural fit for H&M Beauty. The result is a fun, sensorial drop that invites our customers to express their mood and favorite ‘flavor’ in a completely new way.”
The mist collection.
Through buzzy partnerships, product discovery and category forays, H&M Beauty has effectively positioned itself at the intersection of pop culture and beauty. Consumer need gaps in the fragrance market ignited the retailer’s recent scent collaboration with E.l.f. Cosmetics. Titled “Make It Make Scents,” the special-edition line included a trio of long-lasting eau de parfums inspired by E.l.f.’s bestselling product families: Power Grip, Halo Glow and Camo Blend. The trio of scents, each priced at $29.99, marked E.l.f.’s first global fashion collaboration, as well as H&M’s inaugural beauty partnership.
The H&M x E.l.f. Beauty limited-edition fragrance collection.
Courtesy
The union was also testatment to the shared values of both brands, Catherine Wigzell, general manager of H&M Beauty, told WWD at the time. “I think creativity, accessibility and inclusivity is at the core of both brands and that’s, of course, extremely important when you’re entering a partnership like this,” Wigzell continued.