With an already impressive empire of clothing and homeware, in 2015 high street retailer H&M expanded its offering with the launch of its own-brand beauty line.
Consisting of 700 products encompassing everything from makeup and hair to perfume and bodycare, the collection has been received well by bargain hunting beauty buffs ever since.
So much so that now the fast fashion giant has joined forces with one of the world's leading perfume houses to create a collection of 25 brand new scents.
Created in collaboration with Givaudan, the “wardrobe of fragrances” has been formulated by the in-house H&M team and perfumers Olivier Pescheux – a world renowned and award winning perfumer – and NisrineGrillie – a young rising star in the fragrance world.
“We focused a lot on high quality ingredients, from the single note fragrances to the contemporary blends and the more nuanced perfumes that really highlight the origin of the key ingredient,” says Pescheux.
Featuring a wide range of different scents, the collection has been divided into three distinct groups; The Singles, The Reveries and The Essences.
The Singles consist of 10 different scents that revolve around a single note, such as vanilla, chocolate or yuzu, while The Reveries, in both eau de toilette and body mist, are 10 different blended fragrances that tell a story or convey a certain feeling with names such as Freewheeling, Sparks Will Fly and Above the Clouds.
（单一香型） Singles 系列有十款香水，以香草、巧克力或柚子等单一香味为主。The Reveries (遐想)系列有款香水淡香水和身体喷雾，10款类型更为复杂有层次，仿佛可以叙述一个故事比如命名为Freewheeling(随心所欲)、Sparks Will Fly(火星四溅)、Above the Clouds (云端之上)等等。