Soon H&M will open its first store selling cosmetics, announcing its grand entry into the world of beauty.

H&M Beauty becomes the firm’s most recent investment. It will open its first flagship stores in Oslo, Norway. They will open their first two stores on May 4 and 25. They are 300 square meters inside an H&M store.

It should be noted that they will have their own brand of H&M Beauty, and 80 external brands. In addition, such spaces include beauty bars and advisors. The concept adds the aesthetic of a cocktail bar and spa. Exclusive brands to be launched include Huda Beauty, Smashbox, Anastasia Beverly Hills, among many more.

It seeks to take the physical experience to a higher level.