H&M Beauty Department : Roanna Tan

Fast-fashion giant, H&M, has been securing its foothold in Singapore for a year now with its retail outlets planted in every major mall in the country. I’m hopeless when it comes to retail therapy, especially at H&M. Guilty as charged! I was beyond thrilled when the Swedish fashion house lined its flagship store in Orchard (Somerset to be exact) with its full range of makeup and beauty products! Makeup junkies can now rejoice as there is a brand new avenue to satiate your addiction! And the catch: nothing is priced over SGD20. (Oh, thank you H&M for not making me break the bank.)

Singapore is the first country in South-east Asia to welcome the H&M Beauty Department. Expect over 700 individual products comprising items such as makeup, hair products, moisturisers, nail polishes and beauty tools! As a makeup fanatic/junkie, of course I couldn’t miss swatching and hauling at the beauty section, and here’s my very humble haul, comprising of products right up my alley.

As a starter, I’ve only gotten 2 single eyeshadows, a blusher as well as a lipstick. The variety was unimaginable. I had such a tough time deciding the shades but went home with some basics, eventually.

It’s usually in my character to get palettes instead of eyeshadow singles, but I was thoroughly disappointed at how powdery the pigments were in the palettes! They’re made in China and it was a disaster. I must say though, that the singles were made in Italy and were much much more pigmented and better in terms of quality.

Anyway, yes, I bagged home 2 shades of the Infinite Impact Eye Colour:

Ingenue – frosty champagne
Let It Shine – shimmery pale gold with gold micro-glitter

The single eyeshadows are impressive as they are pretty pigmented, especially the metallic and shimmer ones. I love the white and gold packaging too. Oh and I meant to get a pale matte beige shade that was on display but ended up getting Ingenue instead. Looks like it’s time to head back and double check the name before I snag it off the shelf.

After what seemed like a good 15 minutes in front of the blushers, I managed to decide on the Pure Radiance Powder Blusher in Golden Peach. When swatched, it reminds me of a less pigmented version of NARS Orgasm. Golden Peach is a peachy coral shade with gold reflects that I feel will flatter most skin tones, even darker skinned ladies.

And of course, how can I walk away without getting a lipstick right? For that perfect mauve-berry shade, I actually spent some time swatching every single lipstick from pinks to reds and finally settled on Cream Lip Colour in 014 Heirloom. Heirloom is a deep mauve berry that is perfect for the fall season. Pair that with simple eye makeup and you’ll instantly look put together.

Don’t you think the berry shade is very flattering? I love the non-drying formula and the creaminess makes it comfortable to glide on too.

H&M Beauty is available at the flagship Orchard Building store and at the One Raffles Place outlet. Pure Radiance Powder Blusher retails at SGD14.90, Infinite Impact Eye Colour at SGD9.90 and Cream Lip Colour at SGD14.90.