H&M first revealed its beauty collection in September 2016 featuring a variety of makeup products from eyeshadows, lipsticks and even brushes. But now, the Swedish fashion giant has finally announced that it will be launching its first-ever fragrance collection on October 11. The entire collection has been created in collaboration with one of the world’s leading perfume houses, Givaudan, and is to complement the existing H&M Beauty assortment.

It comprises 25 different scents, which have been divided into three distinct groups. The Singles consist of 10 scents that revolve around a single note like vanilla, chocolate or yuzu. The Reveries, in both Eau de Toilette and body mist versions, are 10 different blended fragrances that tell a story or convey a certain feeling with names such as Freewheeling, Sparks Will Fly and Above the Clouds. Lastly, The Essences are perfumes (five, to be exact) that feature a more complex and unexpected fragrance. They are made around a key ingredient such as sandalwood, patchouli or rose and comes in both Eau de Parfum and as a roll-on perfume oil.

To commemorate the launch, the fashion and beauty brand will be having a special pop-up boutique dubbed the H&M House of Notes. The greenhouse pop-up store will showcase the new fragrance collection with immersive installations (alongside H&M Beauty favourites) to allow beauty junkies and customers alike to experience the various scents in a multi-sensorial and fun approach. What to expect: a glass-encased forest complete with foliage and woody landscapes, enticing aural and visual elements and more.

To celebrate the launch of H&M’s very first fragrance line, shoppers who visit the House of Notes Beauty Greenhouse get to enjoy 20 per cent off every second item purchased with each fragrance purchased at the pop-up.

The H&M House of Notes Beauty Greenhouse happens from 10 – 14 October outside Mandarin Gallery and the H&M fragrance line is available at H&M Orchard Building, ION, JEM, Vivo City and Suntec City from 11 October.

Stay tuned for images of H&M’s fragrance collection.

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