Mirja Kjellberg, Head of the Private Label Assortment: “Customers are using beauty more like styling – changing looks with mood, season, and moment, rather than committing to one routine or brand.”
A limited, playful beauty collection inspired by the world of candy and the colours, textures, scents, and memories they trigger, H&M Beauty aimed to capture a mood with the recent BUBS collaboration.
– Joy, nostalgia, and playful energy, to present the kind of products that immediately feel uplifting when you use them, Kjellberg explains.
Why did it matter for you to create it?
– We were really drawn to the emotional side of BUBS. People have such a strong relationship with it – it’s nostalgic, bold, and unapologetically fun. That felt very interesting to explore through beauty. For us, it was about reminding ourselves and our customers that beauty doesn’t always have to be serious or perfect. Sometimes it’s about play, emotion, and self‑expression, and that’s something we want to encourage even more.
And more in general, what are you looking for when approaching a potential collaboration partner?
– First and foremost, it has to feel genuine. A good collaboration should feel obvious in hindsight – like, of course these two belong together. We look for partners with a strong identity and a clear point of view. Looking ahead, relevance will come from culture, timing and storytelling just as much as from the product itself. For us, it’s about beauty experiences that energise our customers and keep them coming back with curiosity.
– More in general, our business idea is rooted in the belief that beauty is fashion – an essential part of everyday style and self‑expression. We design beauty the same way we design fashion: to feel easy, fun to engage with, and accessible to many.
What are the keys to stand out in this competitive retail landscape and remain relevant?
– Standing out comes from knowing who you are and being deeply customer‑obsessed. By staying close to how people live with and enjoy beauty today, we can make thoughtful choices that truly make our customers happy – and that’s where real relevance is built, Kjellberg shares. She continues:
– One of the clearest shifts we’re seeing is how closely beauty is aligning with fashion rhythms. Customers are using beauty more like styling – changing looks with mood, season, and moment, rather than committing to one routine or brand. That’s driving demand for trend‑led, wearable products that invite experimentation rather than long‑term loyalty. At the same time, accessibility matters more than ever. Today’s consumers expect products that feel current, well‑designed, and emotionally appealing, but at a price point that allows them to play. Brands that succeed will be those that combine strong aesthetic direction – from product to packaging – with an ability to listen closely and continually adapt to how customers actually use and enjoy beauty in real life.