H&M Beauty expands Make-up category with BB Face Stick Collection

Swedish fashion giant H&M's Beauty Division is expanding its base makeup category with the launch of a BB Face Stick collection.

Driven by the growing popularity of stick-format makeup, the innovative new product is designed to meet the rising demand for quick and effortless beauty solutions. Versatile and on-the-go, the multipurpose stick can be used as a full-face foundation, a concealer for targeted areas, a bronzer for warmth, or a contour for sculpting.

Launching in eight shades, it's creamy, moisturizing, and vegan formula seamlessly and instantly blends into the skin, delivering buildable coverage with a natural, soft-focus finish. Whether used for touch-ups throughout the day or for elevating an everyday look, it adapts to every routine and skin tone, and can be personalized by combining different shades - from highlighting to all-over coverage and bronzing.

Details of the collection

- Multi-use: foundation, concealer, bronzer, contour
- Buildable coverage with a blurring, natural dewy finish
- Vegan formula, moisturizing and comfortable to wear
- 8 versatile shades to match and enhance different skin tones
- Portable stick format, perfect for on-the-go use

Priced at Eur 14.99 the H&M Beauty BB Face Stick collection will be available from fall 2025 at hm.com/beauty and in select H&M stores that offer Beauty.

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