H&M Beauty introduces a limited‑edition collection with beloved Swedish candy brand BUBS bringing their iconic sweet, sour, soft and chewy world into beauty for the very first time.  Launching this spring, the collection draws on iconic BUBS candy-inspired scents, reinterpreted through playful forms and tactile, nourishing formulas, all presented in bold dual-toned packaging with a distinctive, collectible edge.

A sensorial celebration of fun and flavour, the drop features glossy lip oils, nourishing lip masks, vibrant hair and body mists, and a selection of playful accessories.

As Swedish candy continues to gain global momentum on TikTok, the collection captures the spirit of this rising cultural obsession.

“With this collection, we wanted to capture the joy and nostalgia of Swedish candy culture and translate it into a playful beauty experience. BUBS has such a distinctive universe of flavours and colours, and reimagining that through scents, textures and collectible packaging felt like a natural fit for H&M Beauty. The result is a fun, sensorial drop that invites our customers to express their mood and favourite ‘flavour’ in a completely new way.”  – Mirja Kjellberg, Head of Private Label, H&M Beauty.

“We are thrilled with how BUBS´ unique flavors and shapes are translated into lifestyle and everyday accessories. We love the result and how the candy and beauty world come together in a creative and groundbreaking way.” – Helena Sandström, International Marketing Manager BUBS, Orkla Snacks

THE BEAUTY COLLECTION

BUBS LIP MASK

A nourishing, softening lip mask enriched with moisturizing ingredients for a plush, hydrated feel. Comes in four flavours, Banana Toffee, Lemon Berry, Watermelon and Bubblegum and includes a silicone holder that attaches to your keys or bag, turning it into the ultimate beauty charm. Vegan formula.

BUBS HAIR AND BODY MIST

A refreshing mist for hair and body in three uplifting scents, Tutti Frutti, Berry Vanilla and Watermelon. Leaves a sweet, playful fragrance trail. Vegan formula.

ACCESSORIES TO MATCH THE MOOD

The drop also includes BUBS candy inspired beauty accessories designed to dial up the fun. The BUBS Charm  adds a playful touch to any bag or keychain, while the Hair Claw complete the sweet meet style look.

WHAT’S YOUR FLAVOUR?

With scents inspired by classic BUBS candies, this beauty collection invites customers to explore their favourite flavour profiles, whether they’re team sweet, team sour or somewhere in between bringing joy into the everyday beauty routine.

The H&M Beauty and BUBS collection will be available in selected stores and online in UAE, KWT, KSA and QTR in April. Follow @hmbeauty and @bubsgodis.