More than two decades ago, Raul Alejandre was one of the millions of people who visited H&M to update their wardrobes. Now, the makeup artist is making history as H&M's first global makeup artist and the first to try out the new Fall 2023 makeup range. (The fashion company first entered the cosmetics space in 2015.)

"We are thrilled to present our global MUA (Raoúl Alejandre). This partnership represents a fusion of creativity and a vision of beauty." Now, get ready to see more of Raoúl & #HMBeauty."

The brains behind a number of iconic looks (makeup for FKA Twigs' performance of "Unearth Her" at the Valentino Lecor S/S 2024 show, Zendaya, Nicola Peltz-Beckham, responsible for the glamorous looks of the Euphoria cast), Alejandre told H&M Magazine last month that he is "honored and excited" to bring his perspective to the brand.

"Honestly, this moment is very fulfilling," he said.

In addition to bringing his perspective and talent to the world of H&M Beauty, Alejandre is also testing new products in his new role. The lineup currently consists of mascara (four brand new ones just launched, including lengthening, volumizing, and curling formulas), liner, nail polish, blush, lipstick, and many other staples. Naturally, all of the products fall under the same beauty philosophy: seamless synergy between beauty and affordability.

With packaging designed to reflect H&M's signature color red, many selections, like the new Volume Icon Lash Mascara and Satin Icon Lipstick, are labeled "iconic must-haves" by the brand. Alejandre told H&M Magazine in a feature, "When I applied the Volume Icon Lash Mascara at an angle, I could create a wing-like shape with just my lashes."

See, he's already taught us a lot.