The Flagship: Redefining On-the-Go Glam

Launched in 2019 at H&M Drottninggatan, Stockholm, the flagship beauty bar redefined convenience – offering a 7 am blow-dry and breakfast menu, plus makeup, hairstyling, manicures, and brow/lash treatments. It quickly became a go-to spot, fuelled by major press coverage and influencer collaborations.