Let’s face it, we all have that one soft spot when it comes to sweets. If you’ve spent the last few months on TikTok, you’ve probably noticed the global obsession with Swedish gummy candies. H&M Beauty and iconic brand BUBS have joined forces to create a limited-edition collection that blurs the line between your cosmetic bag and your candy shelf. Get ready for fragrant lips, glowing skin, and nostalgia that doesn’t come with any extra calories!
When the world-famous fashion brand H&M decides to collaborate with the legendary Swedish candy brand BUBS, we just know it's something special. If your TikTok algorithm is anything like mine, you've probably already experienced a virtual overdose of the Swedish candies that these influencers are testing in front of the camera with enviable zeal. This global phenomenon, currently breaking all records on social media, has become the perfect inspiration for a new spring beauty collection. The latter takes us straight to a world of decadent yet nourishing fun. Ironic? Maybe. Brilliant? Absolutely. For the first time in history, the iconic sweet, sour and soft world of BUBS candies enters the field of cosmetics.
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Sweet, sour and completely vegan
“With this collection, we wanted to capture the joy and nostalgia of Swedish candy culture and translate it into a playful beauty experience,” explains Mirja Kjellberg, Head of Own Brand at H&M Beauty. And we have to admit, they succeeded more than brilliantly. The unique universe of flavors and colors is masterfully translated into fragrances and textures.
The collection is not only visually stunning – with bold two-tone packaging that's sure to become a collector's item on your Instagram feed – but also boasts tactile, nourishing formulas that are all vegan. So, dear readers, you can indulge in your sweet sins with complete peace of mind.
So what's on our new beauty menu? Here they are to get you started juicy and shiny lip oils (BUBS Lip Oil), which for a mere €5.99 offer generous hydration and a shiny finish, without that annoying sticky feeling. You can choose from flavors that will instantly catapult you into the past: raspberry with licorice (for those with a slightly bolder, Scandinavian taste), watermelon, berry with vanilla and classic bubblegum.
If your lips need a little extra love after a long, harsh winter (or you just want to get ready for those long spring kisses), here's BUBS Lip Mask (€7.99). It's a rich, softening lip mask in banana caramel, lemon with berries, watermelon and bubblegum flavours. The best part? The mask comes with a handy silicone case that you can easily attach to your keys or that new mini purse of yours. This turns your balm into the ultimate fashion trinket, and you into a true trendsetter.
Mists and accessories for aesthetic dominance
For those days when you want your presence in a space to leave a sweet, unforgettable mark, there are refreshing hair and body mists (BUBS Hair and Body Mist, €7.99). Whether you're a committed member of Team Tutti Frutti, love the sophistication of berries and vanilla, or swear by the pure summer freshness of watermelon, these fragrances will leave you with a sweet and playful scent trail.
But what would a beauty collection be without those must-have accessories that elevate the entire look to the next level? H&M Beauty in BUBS They didn't forget about the details. You can complete your collection with a cute BUBS pendant (€5.99) that adds a playful touch to any bunch of keys. But if you're ready to go all the way and embrace the whole aesthetic, you simply have to treat yourself to a soft cosmetic bag (29.99 euros) and a matching hair clip (5.99 euros). Because let's face it, that "sweet-meets-style" look is the only trend that really matters in town right now.
What is your taste?
The collection invites us to explore our own preferences and brings a much-needed dose of pure joy to our daily beauty routine. There's only one important question left: Are you team "sweet", team "sour" or maybe both at once? Regardless of your choice, this beauty treat is coming to select stores and online this April. We advise you to keep an eye out for @hmbeauty and @bubsgodis, before they sell out – because trust me, this will disappear from the shelves faster than a real bag of Swedish chocolates on a casual Friday night!
