Introducing a new private label Ohh!, H&M Beauty offers a playful and joyous approach to self-care for 'Zoomers'
Swedish fashion conglomerate H&M’s Beauty division is expanding its offering, introducing a new, completely vegan private label named Ohh! (Oh Hey Hero). Including a selection of everyday essentials such as a smoothing body scrub, a nourishing body lotion and frictionless razors, the brand – dedicated to Gen Z 'Zoomers' – is all about celebrating individuality, body acceptance and freedom of expression. As the name suggests, the label draws from the notion of every young person’s potential to be their own hero.
“We purposefully wanted to create a range with its own unique identity while being inspired by the interests, ideals, and beauty expectations of the Gen Z customer,” explains Sabina Odqvist, head of the private label at H&M Beauty. “With this in mind, we wanted this brand to be relatable to our younger beauty fans while offering accessible and dependable vegan body care products.”
Sabina Odqvist, head of the private label at H&M Beauty.
Marjorie Lacombe-Jelinek, global creative director for H&M Beauty.
Launching Ohh! is part of H&M Beauty’s ongoing development agenda that has seen the company open flagship stores across the globe and now, even its first, very own private label. The swift growth of the beauty industry in recent years presented a perfect opportunity for H&M Beauty to dream up something special for their increasing, younger customer base. “I think having developed such a strong offering, it felt like the perfect time to take the next step on our journey and launch a new brand of our own,” says Odqvist.
I think having developed such a strong offering, it felt like the perfect time to take the next step on our journey and launch a new brand of our own
Sabina Odqvist, head of the private label at H&M Beauty
What makes Ohh! stand out from H&M Beauty’s regular line-up is its focus on providing products specifically designed for a particular age group, reflecting their needs and concerns. Delving into the themes of 1980s and 1990s nostalgia and embracing individuality, the brand serves up a playful twist to simple yet effective self-care. “While both H&M Beauty and Ohh! are elevated brands within the beauty ecosystem, Ohh! is focused more on positive honesty around body and skincare needs for our Gen Z customers,” says Marjorie Lacombe-Jelinek, global creative director for H&M Beauty. “Having this mix of brands like Ohh! in our portfolio provides a playground for our customers to find the brands they resonate the most with and the products they need, no matter who they are.”
You can now shop the full Ohh! collection at hm.com