H&M’s Afound now also sells beauty products

Afound, the outlet concept of H&M, now also offers a range of beauty products. The online platform already sells clothing, shoes, and interior accessories, but now customers can also shop for things like cosmetics, perfumes, and shampoos.

For Afound, launching the beauty assortment in its online store is the next step in strengthening its position as the place for deals. Customers can now buy over 1,000 articles in categories such as makeup, fragrance, hair and skincare. Afound does not only sell brands from the H&M Group, but also external ones like Isadora, Babyliss and Revitalash.

Beauty is added to existing categories Fashion and Lifestyle

“We are excited about expanding our assortment within beauty and to offer our customers the opportunity to find their favorite products at discounted prices 365 days a year”, managing director Joanna Hummel, commented. “Adding Beauty to existing categories Fashion and Lifestyle gives us the opportunity to broaden the relation with our customers and make sure that we can deliver according to their needs.”

We can now broaden the relation with our customers.

Afound is steadily expanding across Europe

Afound was started by H&M in 2018. It launched both online and offline, the latter with a physical store in Stockholm. One year later, in June 2019, the Netherlands became the first market outside Sweden where H&M launched Afound. Several months later, a physical store in the Netherlands followed. Last May, Afound launched in Germany and Austria.