Products include shower gel, body lotion, body scrub, hand cream and lip balm, and are available in either a combination of raspberry and melon or lavender and mint.
According to H&M’s head of design, Ann-Sofie Johansson, introducing an organic skincare range seemed logical to the company given its previous work with organic materials.
“It felt like a natural step, since we’ve worked with organic cotton garments for a few seasons now,” she said, adding that decision was also in part driven by consumer demand for organic products.
Organic skincare at an affordable price
The Swedish company is famous for its budget friendly merchandise, and the organic skincare range is no exception, coming in at between €3.90 and €4.90.
A spokesperson for H&M explained to CosmeticsDesign-Europe.com that the higher price tag associated with producing organic products was not a barrier to the creation of the line.
“Organically certified products are slightly more expensive to produce. However, the prices are within H&M’s frameworks,” she said.
Organic apple juice is a key ingredient in the range, featuring in the shower gel, body scrub, body lotion and hand cream. Other ingredients include organic almond and apricot seeds, and the lip balm contains jojoba and beeswax.
All the products are sold in recyclable packaging made from polyethylene (PE), and the range is complemented by make-up and toilet bags made from organic cotton.
Organic is key theme at H&M
The foray into organic skincare is an extension of H&M’s commitment to sustainability, and the company says it will increase the amount of organic cotton used in its collections by 50 per cent each year until 2013.
The H&M spokesperson said that the company uses recyclable and organic materials in its ordinary collections, as well as offering to its customers this spring a full collection using sustainable materials.
“We’re doing this because we want to invest in a better environment and at the same time respond to something that our customers are demanding.”