H&M Beauty stores were queued up by hundreds of people in the heart of Helsinki in downtown Helsinki.
As we reported earlier: The Swedish fashion giant opened on Thursday, September 18th in Finland’s first Finnish Heavy Beauty Products& M Beauty store. It was opened in the Forum shopping center in downtown Helsinki, and the queuing for the first for the first had started last night.
We interviewed the first Sandra from Porvoo in the queue for a video.
The opening of the H&M Beauty store was eagerly awaited in Forum on Thursday, September 18, 2025. The queue’s first Sandra, 22, had arrived with his friend the previous night. Henri Kärkkäinen
This was a free, devotedly queued Goodie bag. There was a travel, tester and full cosmetics product. Henri Kärkkäinen
The first 600 customers got a free product bag. In addition, for those queuing for the store, the forum was offered breakfast, the possibility of Poraid images, a self-sufficient skin type test and a discount code.
Breakfast was also offered to the opening guests of the morning. Henri Kärkkäinen
– Such a long queue surprised us completely. It’s great to see that the store attracts so much interest in Finns, comments Pernille Skanvig Schoenau B & M Nordic Communications Manager.
Hundreds of meters of queue toured the Forum shopping center on the opening morning of the store. Henri Kärkkäinen
As expected, the Huda Beauty make -up brand, launched in Finland, was of interest to the opening guests. Henri Kärkkäinen
H&M Beauty’s selection was of interest, including international new brands launched on the Finnish market, such as Huda Beauty and Kayali, which are available exclusively from H&M Beauty in Finland. In addition, a wide selection of cosmetics brands in both domestic and foreign cosmetics is available in the store and H&M Beauty’s own product line.
– We are so excited to finally open our store here. The plan to expand to Finland had long existed and now it is finally happening, comments Catherine WigzellH& M Beauty Trade Director.
H&M Beauty opened its first store in Finland in the center of Helsinki in the Forum shopping center at 10.9.2025. Henri Kärkkäinen
-The intention is to expand H&M Beauty stores later in the rest of the country. The next store will open this year, he reveals further plans.
The first H&M Beauty store opened in Oslo, then two in Stockholm, Norway’s second largest city in Bergen and now Helsinki.
-So far, we have exceeded all of our sales goals in Beauty stores and have been extremely well received. Our intention is to create a unique shopping experience, to bring new brands to the market, and to combine beauty alongside fashion into a seamless entity for our customers in all price ranges and, for example, in a wide variety of skin tones.
There is a wide selection of cosmetics brands in the store. Henri Kärkkäinen