Retail in Asia

In Sectors

H&M’s Afound expands to beauty


Afound launched beauty in its assortment, offering existing and new customers the chance to find their favorite products at a great price. This is a step to further strengthen the position as the go-to place for outstanding deals – all day and every day.

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Afound offered more than 1,000 articles within categories such as makeup, fragrance, hair and skincare. The brand portfolio consists of internal brands within H&M Group as well as well-known external brands like Isadora, Babyliss, Beautyblender, Real Techniques and Revitalash to mention a few.

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“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. 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,” said Joanna Hummel, Managing Director Afound.