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H&M revamped its beauty department last spring, and now the fast fashion retailer is rolling out a new line of skin, body, and hair products with organic ingredients to complement its long-running, eco-friendly clothing line, Conscious Collection.
Nylon reports that the new beauty collection spans 30 products, which range in price from $7 to $13. It's everything from aluminum-free deodorant to shampoo to face masks, and as seen in Allure's gallery, it's all free of GMOS, parabens, silicon, synthetic perfumes, and dyes.
What's in the products? H&M says it's using certified organic ingredients, incorporating essential oils as fragrance, and then packaging the products in recycled plastic and paper.
Sara Wallander, concept designer at H&M beauty, explained the new line in a statement:
We already offer conscious choices with our fashion collections so it is natural for us to have the same offering within our beauty collection. We always aim to develop our products to high and responsible standards in both materials and production. With the conscious range we have taken this philosophy even further. We are very proud to now be able to offer organic beauty to our customers.
It debuts on April 7th, which is also the launch date for H&M's new Conscious Exclusive collection.