THE WHAT? H&M Beauty has announced a new limited-edition collaboration with confectionery brand Chupa Chups, launching globally in July 2025. The candy-inspired collection will be the retailer’s first-ever global beauty limited edition and features products infused with iconic lollipop flavours.
THE DETAILS The collection includes beauty SKUs such as an overnight lip mask scented with Strawberry Cream and Choco Vanilla, lip glosses inspired by Chupa Chups’ classic sweet treats, and a fragranced facial mist delivering a fruity, nostalgic kick. The line aims to blend functional beauty with sensorial indulgence, designed to evoke the joyful spirit of Chupa Chups while transforming everyday rituals.
According to Marta Ballesteros, Global Licensing Manager at Chupa Chups’ parent company Perfetti Van Melle, the collection is intended to “transform everyday routines into indulgent experiences infused with our signature Forever Fun spirit.”
THE WHY? This partnership reflects a growing trend in beauty collaborations that leverage nostalgic IP to capture consumer attention, particularly among Gen Z and Millennials. For H&M Beauty, it signals a strategic move into sensorial, playful beauty, aligning with consumer demand for emotionally resonant products and Instagram-friendly packaging. The use of globally recognised confectionery branding positions the collection as both collectible and giftable—two increasingly valuable traits in the beauty category.
