5 minutes with Sara Wallander, H&M Beauty Concept Designer

Right before the launch of H&M Beauty, we have an exclusive interview here for you with the woman behind it all – Sara Wallander.
Reading time 4 minutes

In less than 24 hours, H&M Beauty will officially be hitting Malaysian shores (see here), and we are gearing ourselves up right now to snatch a few bags of products.

In anticipation of the launch tomorrow (14th September), we reached out to H&M for an exclusive interview with the woman behind it all – Sara Wallander, the H&M Beauty Concept Designer.

And here, we talk to her about everything from the concept of the brand to her favourite picks from the Fall 2017 collection.

(Read on for our exclusive interview right here)

Finally, H&M Beauty is launching in Kuala Lumpur. Being a fashion-focused brand, how does the H&M
beauty range fit into the picture?

Our new beauty concept is all about “fashion for face”, as we see beauty as a natural part of a complete fashion look.

With over 1,000 products in the range, fashion and beauty lovers can have fun experimenting the different colors and play around with varied looks.


What prompted H&M to step into the beauty scene?

I think beauty is very much part of fashion and it feels like the natural next step. We launched our new Beauty concept in autumn 2015, which replaced our previous cosmetic line.

The new concept offers a broad product assortment where all product categories have a connection to fashion and our products have a completely new packaging and an improved quality.

What makes H&M Beauty stand out from the rest in the market?

We don't want to compare ourselves with other brands. For us, H&M Beauty is about offering a broad range of makeup and beauty products.

We constantly strive to improve ourselves in everything we do, and we want to be able to offer our beauty customers new and exciting products for every season.


What can Malaysians look forward to from the H&M Beauty launch?

Our diverse range of products is something that we are proud of. Apart from our seasonal drops and limited edition color collections, we will also offer our Conscious Beauty
range to our customers here in Malaysia.

The range is certified organic EcoCert and packaging has been designed and produced using recycled materials, FSC certified materials with no more materials needed.

Ingredients are plant-based and naturally-derived; the production has a minimized environmental impact and is third-party certified where no synthetic or artificial ingredients have been used.

What is your favourite Fall 2017 beauty trend? 

Neutral colors are still a big story for lips and eyes. Grey is a big color this autumn as well as the browns and
nudes. And you can pair it with a statement lip color.

There are dozens to choose from this season: reds, browns, pinks and berry colored lips will make an impact. Textures are just as important and we have super- matte, super-glossy and everything in between.


Lastly, what are the essentials you need to create an evergreen H&M Beauty makeup kit?

I love the variety of lipsticks that we have, from our cream lipsticks to our matte lip colors, lip crayons, and
glosses that 
are perfect for any day.

We have a custom concealer kit, which is very clever. Our Pure Radiance Powder Blusher is also a must-have to achieve a simple yet subtle glow.

Last but not least, I always have our Conscious Beauty hand cream in my bag.

H&M Beauty will be available exclusively at H&M outlets in Lot 10, Avenue K, 1 Utama and Sunway Pyramid from 14th September 2017 onwards.

For more information, visit



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