H&M is expanding its beauty collection with a series of organic, sustainable cosmetic treats. “Conscious,” which includes around 30 products for skin, hair and body care, is Ecocert-approved with organic certification.

Ranging from lip balm to body washes via hand cream, dry shampoo and even aluminum-free roll-on deodorant, the collection aims to encourage a more natural approach to beauty. It features innovative products such as pre-shampoo hair oil, as well as three types of face masks, five flavors of tinted lip balm and a selection of purse-sized hand creams.

The body care selection comes in two aromatherapy-based unisex fragrances — “Vitalising,” which features mandarin, grape and lime, and “Relaxing”, a combination of lavender with vetiver and rosemary.

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“We already offer conscious choices with our fashion collections so it is natural for us to have the same offering within our beauty collection,” says Sara Wallander, concept designer at H&M’s beauty department. “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

Ecocert is the internationally recognized independent body that sets the standards and agrees to certification for organic and natural products. In order to achieve Ecocert certification, a product must comprise at least 95 percent ingredients of natural origin (water included) and at least 10 percent of its total ingredients must come from organic farming.

H&M is making bold strides into the beauty industry, having launched its debut cosmetics range of makeup, hair care and beauty tools in fall 2015. The Conscious range, with items priced at under $13, will start rolling out in stores and online later this month through the next few months.

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