When people think of H&M, I’m sure a few things spring to mind. Great affordable basics, trending fashion items, stylish homeware… the list could go on and on. However, one thing that people don’t often think about is beauty products. Yep, if you didn’t know, H&M first launched beauty in 2015, and these days it is home to some of the best makeup products, best nail polishes and even the best affordable fragrances on the market.
I know what you’re thinking, surely the high-street store’s beauty offerings can’t be that good? I too was skeptical. As a beauty editor, I have tried some of the most luxurious beauty products in the world, but after giving H&M’s offerings a go, I can confirm that they are definitely worth a visit to your local high street.
(Image credit: @gracelindsay__ for Who What Wear UK)
In fact, I’m such a fan that I thought it was only right that I rounded up the best H&M beauty products to give them the love they so truly deserve. Below, I’ve shared the items that I would genuinely repurchase time and time again, and the best news is that they’re all under £15.
So, what are you waiting for? Keep on scrolling to shop my top picks.
The Best H&M Beauty Products, Tried & Tested by a Beauty Editor
Best H&M Makeup Products
Junior beauty editor Grace Lindsay applying her favourite H&M makeup products.
H&M
Do-It-All Stick in Teddy
First up is this multi-use blusher stick. If you know me, then you know I like to do my makeup as quickly as possible, so this sort of product is right up my street. I went for the shade “Teddy”, which is a beautiful brownish pink. What I love about it is that the stick can be used on your cheeks, lips and eyes, so you can basically do a whole makeup look in one go. The product itself is super-pigmented, and the creamy formula means you can swipe it on and blend it in with your fingertips in seconds. One thing I will say is that the stick itself is a little smaller compared to similar products from other brands, which means you do have to apply a little more product on the cheeks, but other than that, I really can’t fault it.
For
- Pigmented formula
- Easy to apply
- Can be used on cheeks, lips and eyes
- Affordable
Against
- Would love to see a bigger shade range
- The stick is a little smaller compared to other brands
H&M
Satin Lipstick in Crème Brûlée
Something that H&M really excel at is lip products, and this Satin Lipstick is my favourite. When I first used this, I couldn’t believe how pigmented it was. I went for the shade Crème Brûlée, and one swipe added the most gorgeous, deep nude hue to my lips. It has a soft, velvety finish and lasts impressively well for a £10 product. In fact, since adding this to my collection, I’ve reached for it pretty much everyday. It is worth noting that although it contains hyaluronic acid, I do find the formula a little drying, so make sure to have a lip balm on hand for in between applications.
For
- Impressive colour payoff
- Lasts really well
- Velvety finish
- Good shade range
Against
- Can be a little drying on the lips
H&M
Skin-Perfecting Foundation
One product I was quite wary to try was this foundation. I’m very fussy when it comes to base products and prefer a lighter skin tint, but I wanted to make sure I tried a range of products out before doing this review. Although this isn’t a foundation I would reach for everyday, it is ideal for those times when you want a little more coverage. It really does add a flawless finish, offering buildable coverage with a luminous matte effect. I found that it evened out my skin tone and managed to cover up some blemishes, too. Similar to the lipstick, it has a matte finish, so although it’s a great choice for oily skin, dry skin types might want to layer up on hydration first.
For
- 40 shades to choose from
- Good coverage
Against
- Matte finish can be a little drying
Another thing H&M is great at is creating some of the best mascaras on the market. Although there are a few options on offer, I like this volumising option best. The larger brush is ideal for adding a bit of drama to your lashes, and manages to coat the lashes without looking clumpy. I always reach for this when I want my eye makeup to have a bit more oomph.
For
- Adds drama to your lashes
- Coats lashes without looking clumpy
Against
- Large brush can be a little tricker to get used to
I wasn’t lying when I said that H&M knows what it’s doing when it comes to lip products. This is probably one of my favourite lip oils of all time, but probably not for the reasons you’d expect. Normally I love a lip oil as it gives a super-glossy finish, but this is a more subtle option that adds a light sheen. However, it’s so hydrating. Seriously, this feels like butter to apply. With a formula enriched with 45% squalene, it’s no surprise that my chapped lips love it.
For
- Super hydrating
- Applicator makes it easy to apply
Against
- Not as glossy as other options on the market
Best H&M Perfumes
Junior beauty editor Grace Lindsay picking up her favourite H&M perfumes.
H&M
Adventure Seeker Eau de Toilette
This is, hands down, my favourite H&M perfume of all time. Before we get into the notes, it’s important for me to say that all of these H&M fragrances are a lot lighter than luxury perfumes and often need topping up throughout the day, but they smell so good and are so affordable that it doesn’t really matter in my opinion. This particular scent is fresh and woody, with notes of spicy black pepper, tobacco, leather and bergamot. However, as the fragrance settles on the skin, warming amber and musk start to come through, which makes it smell even more expensive.
For
- Fresh, woody scent
- Has an expensive aroma
- Affordable
Against
- Doesn’t last very long on the skin
H&M
Fearless Optimist Eau de Toilette
In contrast to the above, Fearless Optimist is a super-sweet, juicy scent that is perfect for the new season. I recently took this on holiday and couldn’t get enough. With notes of pistachio, caramel, praline and candy apple, spritzing this gourmand fragrance feels like enjoying your favourite ice cream on a sun-soaked getaway.
For
- Delicious gourmand scent
- Perfect for spring and summer
Against
- May be too sweet for some
H&M
Modern Minimalist Eau de Toilette
If clean-smelling scents are more your thing, let me introduce you to Modern Minimalist. This fragrance reminds me of popular perfumes such as Maison Margiela’s Lazy Sunday Morning and Byredo’s Mojave Ghost. It contains lots of delicate, fresh notes such as cotton flower, eucalyptus and cashmere wood and smells like fresh laundry hanging out to dry on a crisp, spring morning.
For
- Fresh, clean scent
- Works for all year round
H&M
Chic Socialite Eau de Toilette
If you want to smell expensive on a budget, then you need to try Chic Socialite from H&M. It’s a floral scent at heart, but it’s a somewhat modern take on a more powdery aroma. It contains notes of marshmallow, vanilla and cotton candy which add a sweet, playful touch, but thanks to bergamot and jasmine, it’s not overly sweet or sickly. Instead, it feels youthful yet sophisticated, and is perfect for everyday.
For
- Smells expensive
- Great for everyday
Against
- Not everyone will love the sweet, floral notes
H&M
Creative Visionary Eau de Toilette
Another one of my top choices for the spring and summer months, Creative Visionary is packed with tropical notes such as coconut water, guava and tiare. It has a super juicy, fruity base that sparkles on the skin and immediately transports you to warmer weather. I will definitely be taking this on my next trip.
For
- Ideal for spring and summer
- Fresh, fruity scent
Against
- Might be a little sweet for some
Best H&M Nail Polishes
Junior beauty editor Grace Lindsay testing H&M nail polishes.
H&M
Nail Polish in Pudding Cup
Yep, you read that right. H&M nail polishes are only £4, and they are such a great option for doing your nails at home. The brush is the perfect size making them easy to apply, and two coats will leave you with a glossy, pigmented finish. Do they last as long as an in-salon manicure? Definitely not. Are they an ideal option for between appointments? Absolutely. There are so many chic shades on offer, and I’m currently obsessed with Pudding Cup, a light, chocolatey brown.
For
- Chic shade
- Affordable
- Only need two coats
H&M
Nail Polish, Masala Chai
This is the perfect milky white shade for any minimalists out there.
Against
- Might need more than two coats for a salon-worthy finish
H&M
Nail Polish, So Ripe, So Good
If you’ve read up on March’s biggest nail trends, you’ll know that lavender nails are big right now. This limited-edition polish features a “jelly” finish to give salon-worthy shine.
For
- Trending shade
- Features a “jelly” finish
Against
- Limited edition so is bound to sell out!
H&M
Nail Polish, A Sweet Storm
Get the glazed nail look in no time at all.
For
- Creates a “glazed” effect
Against
- Might need a few coats to get a salon-worthy finish
H&M
Nail Polish, Poppy Fields Forever
You simply can’t go wrong with a classic red.
For
- Timeless shade
- Perfect for everyday
- Don’t need a lot of coats
Against
- Bold hue might not be for everyone
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