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H&M’s new (budget-friendly) beauty line is GMO- and paraben-free

hm_beauty_lineCheap-and-chic retailer H&M has been slowly building some health-and-wellness cred: First came their 2014 Alexander Wang collab athleisure, then an in-house eco-friendly clothing line called Conscious Collection. Now, the retail giant is expanding the Conscious line to include GMO- and paraben-free organic beauty products, Nylon reports.

The skin, body, and hair product collection will include 30 items—from shampoo to face masks to deodorant (yes, aluminum-free)—all ranging from just $7 to $13. In other words, H&M wants to give your local pharmacy’s beauty aisle a run for its money.

Although we haven’t seen the full list of product ingredients yet, it’s been reported that the collection is made with certified organic ingredients and essential oils (and free of silicon, synthetic perfumes, and dyes)—all wrapped up in chic recycled plastic and paper packaging.

Will this be the budget-friendly, easily accessible answer to our “Help! I’m traveling and forgot to pack my all-natural body lotion” prayers? We’ll need to do a closer examination before deciding—but with prices this low, you could afford to test it out yourself when the collection launches April 7. —Alison Feller

(Photo: H&M)

And while you’re expanding your beauty palate, here are seven ways to rethink your skin care routine, inspired by Korea’s beauty mavens.