Last night saw the launch of H&M’s new East London pop up. The boutique, situated at the Truman Brewery just off Brick Lane-dedicated to all things beauty, will be open for five weeks from today and I couldn’t recommend it more highly.
I haven’t been to H&M for quite some time, largely because all of the stores are always so rammed; and whilst in my teens I loved the buzz of shopping in chaos, nowadays not so much.
H&M have dabbled in beauty before, but their offerings have been largely limited to brushes and the occasional pale blush. The new collection, which is housed in this shiny new store, is pretty spectacular. They have foundations for all skin tones, which as you probably know from my rantings, I hugely appreciate. The radiance concealer and liquid foundations, were highlights for their colour blends and creamy consistency.
One thing I always look for to decipher quality beauty products is a strong pigment in a blush, the stronger the better really- which is why I love Nars. Surprisingly the H&M cream and powder blushes are not far off, potentially because they are made in the same factories as the luxury heavyweights.
Whatever the reason the rich magenta totally knocked my socks off and I was sure to hunt it down first in the pick & mix, on the ground floor; along with the rich bordeaux nail polish, that I opted for during my complimentary mani up on the mezzanine; situated alongside the hair and make-up stations and all the eyeshadow and blusher you could dream of.
Down on the lower floor, hair and body were catered for in every possibility. Cashmere body scrubs and travel size hair sprays, sat amongst lipstick and gorgeous matte leather make-up bags.
All in all I was left gushing, thanks to the quality products that consider every individual and the very hot waiters, who sadly won’t be a permanent fixture. It’s just a shame it’s only around for five weeks.
H&M Beauty Pop-up, Shop 8, Old Truman Brewery, 91 Brick Lane, London, E1 6QL
The range is also available at H&M online.