If the H&M beauty launch last Saturday is making you go hmm, let me put your mind to rest. It is worth the trip to town because it is BOMB. I have been waiting for this to launch in Singapore for almost a year. H&M beauty launched in the UK and US in the last quarter of 2015 and I have been patiently waiting ever since. It’s amazing that Singapore is the first to launch the ginormous beauty collection in Southeast Asia.
And ladies, it was worth the year long wait.
The prices do not disappoint. Nothing is above SGD$20, that includes liquid foundation, powders and bronzers. Which is impressive, considering the quality and other drugstore brands like Revlon have foundations priced at SGD$30.90.
First and foremost, let’s talk packaging.
It is monochromatic goals! Everything is black, white and gold. Though they don’t feel luxurious in your hands, they are a sight to behold. And that is good enough for me, considering the price. Packaging aside, the formulation of the products I’ve tried are incredible. I would never have guessed that it was drugstore. Part of the reason, I think is because majority of the makeup is made in Italy. Italy is known for their superior makeup formulations are unreal prices. Most of my favourite drugstore brands, such as Catrice and Essence, are European. Hence all the formulations can be encompassed in two words: Creamy and pigmented.
If you are overwhelmed, like I was, on where to start, here are my recommendations.
The H&M single eyeshadows can put MAC to shame. The formulas are buttery and blend like a dream. Not only that, they have impressive pigmentation which means that you don’t have to work very hard to get them to show up true to colour. They have every colour you can think of from neutrals to bright greens and blues. Collectively they are pricier than a Maybelline eye palette, but the quality is far superior. I suggest getting a statement shade that you will reach for or a matte neutral that you need every single day.
2. Colour Essence Eye Cream, S$9.90
These things are INSANELY good. I want every single shade. I am not even joking. This is what I wanted the Maybelline Colour Tattoo eyeshadow pots to be like. Dare I say, I prefer this even to my MAC Paint Pots, which have been my go-to cream eyeshadow formula for years. The texture is luxurious and light, almost whipped and moussey. They have mindblowing pigmentation and a sophisticated sheen. Once blended out on the lid, they set and do not budge. These cream shadows blend so well with my finger, it’s effortless. They make the perfect one-shadow eye look that makes it seem as if you spent hours doing your makeup. Most shades that they offer are shimmery, but that’s what I love on a day to day basis. I cannot recommend these enough.
Currently, H&M is only offering one cream formula for their lipsticks. Although they also have Lip Lacquers and other types of lip products, the traditional lipstick bullet houses very creamy lip colours that just glide on the lips like butter. These lipsticks go on fully opaque in one swipe, so they aren’t messing around. They are comfortable but do not feel overly thick or balmy. Hence, it stays on your lips for a long time, unless you are eating or drinking. The colour choices are as vast as choosing paint in an art store. They offer unique shades on top of popular neutral ones. Even if you are a lipstick hoarder like me, you will find a shade that you have yet to add to your collection.
4. Cream Blushes, S$14.90-S$19.90
Their blushes in both the powder and cream formula are amazing. You can’t go wrong with owning either. I went with a lip & cheek pot because I fell for it’s chic all black packaging. Also, even for a super oily skinned gal like me, their cream blushes do not make me look overly greasy. In fact, they have a velvety finish that is flattering and natural looking. This is the most natural looking blush I own. Granted because of that, they are not the most long lasting, but they last a decent amount of time and I love pulling out the dinky compacts to reapply. They are so silky and are a joy to put on.
If there is ONE thing that you need from this launch, it is THIS. I have tried many lip liners, both high-end and low-end. But this lip liner formula tops EVERYTHING. First of all, the colour range is perfection. It goes from nudes to deeper nudes, reds, corals and even a berry. A lip liner to go with any lipstick in your collection. I was most impressed by how easily they glide on the lips. They aren’t drying at all, but don’t let that fool you. These liners will not budge. I had the hardest time wiping them off my hand after swatching a bunch. They are matte and they will stay all day. I would say they are very similar to Huda Beauty Lip Contours and Urban Decay Lip Liners.
I am OBSESSED with them. I want every single shade. Considering they are just 7.90 a pop, that claim isn’t too far a stretch either.
So there you have it my top 5 picks! Needless to say, I will explore deeper. But for now, the Lip Definers and Cream Eyeshadows are MUST HAVES.
You can thank me later.