The store stocks the new beauty range, which spans make-up, hair and body products, as well as fragrances. Those who spend £15 or more on weekends will receive a free in-store treatment delivered by H&M make-up, hair and nail artists.
Beauty experts will staff the pop-up throughout its five-week residency, offering customers tips and advice for using the new collection.
The dedicated beauty lounge is situated within the Old Truman Brewery, and takes over from the space previously inhabited by H&M’s Divided pop-up.
H&M landed a giant garment recycling box in Covent Garden last month as part of its first-ever Fashion Recycling Week, an initiative that seeks to reduce waste within the industry.
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