Made in conjunction with Givaudan, the wide range from H&M Beauty includes 25 different scents in eau de toilette, body mists and roll-on form, aiming to complement the brand's beauty and apparel offers

Retailer H&M is expanding its inventory with a new fragrance collection intended to fit the style profile of any shopper. H&M and Givaudan, prominent perfume house, are partnering to release the fragrance line for H&M Beauty.

The line is separated into three groups. The Reveries, for instance, comprises ten separate blended fragrances that tell a story or convey a feeling, with names such as Freewheeling, Sparks Will Fly and Above the Clouds. Fragrances across the lines come in Eau de Toilette, body mists, and roll-on depending on whether the scent is a single or blended. The products will be available in the 47 locations that sell H&M Beauty as of August 16.

Part of H&M’s brand mission is to offer looks and styles for anyone, which this new fragrance line H&M aims to continue, providing a variety of options to appeal to a wide audience. Sara Wallander, concept designer for H&M beauty, sums up the line: “Scent has become an important part of fashion and we’re so happy to be offering such a wide range of truly unique fragrances with many different notes. Customers can play around with the different fragrances across the three groups, to find a scent they love and identify with. It’s like building personal style, which is always a fun and exciting journey.”

H&M

Retailer H&M is expanding its inventory with a new fragrance collection intended to fit the style profile of any shopper. H&M and Givaudan, prominent perfume house, are partnering to release the fragrance line for H&M Beauty.

The line is separated into three groups. The Reveries, for instance, comprises ten separate blended fragrances that tell a story or convey a feeling, with names such as Freewheeling, Sparks Will Fly and Above the Clouds. Fragrances across the lines come in Eau de Toilette, body mists, and roll-on depending on whether the scent is a single or blended. The products will be available in the 47 locations that sell H&M Beauty as of August 16.