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These are the stories making headlines in fashion on Thursday.
H&M to relaunch color cosmetics
H&M is relaunching its color cosmetics collection and has tapped Raoúl Alejandre to become the brand’s first global makeup artist. The new makeup collection — which includes blush, mascara and 54 shades of lipstick — will be available on Oct. 19 in select H&M stores and on hm.com. Prices will range from €9.99 to €12.99 ($10.63 to $13.82). {WWD/paywalled}
Will U.S. livestream shopping take off?
Livestream shopping is still a new medium, and while some research predicts it will triple its 2021 value of $31.7 billion, other data shows a sluggish response to livestream e-commerce, with a survey reporting that 78% of respondents had never taken part in a livestream event. Beauty Independent interviewed nine people working in the beauty industry to get their thoughts on the future of the livestream market and whether it could become an e-commerce competitor. Most interviewees see potential, especially in reaching the Gen Z consumer, but some predict the U.S. market needs a different approach compared to the popular livestreams utilized in China. {Beauty Independent/paywalled}
TikTok is courting luxury brands during fashion week
TikTok has been a major player for brands during fashion week as the app has garnered more than 1.2 billion views on the hashtag #TikTokFashion and the app’s newly launched Fashion Month Hub helps users find and interact with fashion content quickly. (Burberry’s London Fashion Week livestreamed show racked up more than 160,000 viewers on TikTok, compared to only 7,000 viewers on Instagram live.) TikTok has set its sights on the fashion industry with its TikTok Collective, a group of 33 fashion-focused creators, and is hosting “speed-dating” events during fashion month to link these creators with luxury brands. During Milan Fashion Week, Versace, Gucci and Ferragamo are expected to attend the TikTok Collective event. {Glossy/paywalled}
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