Exclusive: The New H&M Beauty Campaign Is Diverse and Amazing

Updated 04/29/19
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H&M is the place to go for affordable fashion, but it's also the place to go for affordable beauty cased in minimalistic packaging and formulated with eco-conscious ingredients. If our exclusive look at the new fall beauty campaign is any indication, the new collection will exceed all expectations.

The gorgeous models display a variety of skin tones, ranging from light to deep, which is amazing for two reasons. The first is that we get to see the different ways the makeup will complement each unique complexion. The second reason it's so amazing is that it encourages diverse representation. Representation matters, but the majority of the beauty industry is lacking it. We're glad to see H&M is an inclusive beauty brand.

Now let's talk about the makeup. In short, it looks incredible. Warm neutrals are paired with rusty and vampy reds and bold charcoal, creating a perfect fall look. Keep scrolling to see all of the exclusive images!

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A monochrome makeup look is never not chic, especially when you're highlighted to the heavens. We want every product responsible for this look, including the fawn-colored eye shadow and contour and the dusty rose lipstick.

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At this point we're just going to come out and say that a red-brown smoky eye is all you need for fall, especially when paired with a bob and gold hoops. Re-create the look with the brand's Orange Ochre Eyeshadow ($6).

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Curled lashes, fluffy brows, and a hint of highlighter are a picture-perfect example of no-makeup makeup. For the look, try the brand's Island Hopper Glow Bronzing Powder ($15), which works like a highlighter and bronzer in one.

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Again with the bronze monochrome, but this time, with a subtle cat-eye flick and a glossy lip. We're obsessed.

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From no-makeup makeup to a grungy '90s throwback. The shimmery ochre shadow pairs perfectly with the glossy wine lipstick. This is the brand's Lipstick Pencil ($7) in Zinfandel; Bite Beauty Amouse Bouche Lipstick ($26) in Maple will give a similar effect.

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Here's that charcoal we were talking about before. Kohl-rimmed eyes look super sleek when infused with silver glitter. It's kind of reminiscent of a Yves Saint Laurent runway, no?

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This picture is proof that with a killer manicure, you don't need to overdo it on makeup. We love the contrast between the navy blue polish and the burnt orange lipstick.

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Which do you prefer, the ultra-shiny lacquer or the semi-matte finish? That's not a rhetorical question, we actually want to know since we can't decide.

Which look are you dying to try? Let us know in the comments. Then, read what one editor has to say about ethnic beauty standards in the United States.

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