Hennes and Mauritz beauty expands base category with multi-use bb face sticks

H&M Beauty expands its base makeup category with an innovative new product: the BB Face Stick — a versatile and on-the-go product designed for foundation, concealer, bronzer, and contouring in one. Launching in eight shades, this multipurpose stick blends seamlessly into the skin, delivering buildable coverage with a natural, soft-focus finish.

The growing popularity of stick-format makeup reflects a rising demand for quick and effortless beauty solutions. The BB Face Stick is designed to meet this need: a creamy, moisturizing, and vegan formula that melts instantly into the skin, perfect for touch-ups throughout the day or for elevating your everyday look.

Whether used as a full-face foundation, a concealer for targeted areas, a bronzer for warmth, or a contour for sculpting, the BB Face Stick adapts to every routine and skin tone. Customers can personalize their makeup by combining different shades — from highlighting to all-over coverage and bronzing.

About the collection

BB FACE STICK
Price: 14,99 EUR

— Multi-use: foundation, concealer, bronzer, contour
— Buildable coverage with a blurring, natural dewy finish
— Vegan formula, moisturizing and comfortable to wear
— 8 versatile shades to match and enhance different skin tones
— Portable stick format, perfect for on-the-go use

The BB Face Stick collection will be available from fall 2025 at hm.com/beauty and in select H&M stores that offer Beauty.

About H&M Beauty

At H&M Beauty, we believe that beauty should be fun and accessible to everyone. Our collection features high-quality, on-trend products that inspire confidence and celebrate individuality. From skincare-infused lip products to the latest makeup essentials, we offer beauty that is affordable, inclusive and designed to enhance what makes you unique.