Raoúl Alejandre Is H&M Beauty’s First-Ever Global Makeup Artist
There’s no one better for the job.


Twenty or so years ago, Raoúl Alejandre was one of the millions of people seeking out H&M for a wardrobe update. Now, the makeup artist is making history as the brand’s first-ever global makeup artist—and the first person to try its new Fall 2023 makeup range. (The fashion company first entered the cosmetics space in 2015.)
“We are thrilled to announce our global MUA [Raoúl Alejandre] an exciting opportunity that has ignited our creative spirits,” H&M Beauty wrote via Instagram on Tuesday, October 17. “This partnership represents a fusion of creativity and a shared vision of beauty. Now get ready to see even more from Raoúl & #HMBeauty”
A photo posted by hmbeauty on
The brain behind numerous iconic looks (he’s responsible for FKA Twigs’ makeup during her recent performance of “Unearth Her” at the Valentino L'École S/S 2024 show and glam looks on Zendaya, Nicola Peltz-Beckham, and the Euphoria cast), Alejandre told H&M Magazine last month that he’s “honored and excited” to bring his point of view to the brand. “Honestly, it’s such a full-circle moment,” he shared.
Besides bringing his perspective and talents to the world of H&M Beauty, the new role has Alejandre testing out the new products; the lineup currently consists of mascaras (four brand-new ones, including lengthening, volumizing, and curling formulas, just launched), liners, nail polishes, blushes, and lipsticks, among many other standbys. Naturally, all products fall under the same beauty philosophy: a seamless synergy between beauty and affordability.
With packaging designed to reflect H&M’s signature red color, a number of selections—like the new Volume Icon Lash mascara and Satin Icon lipstick—are labeled “iconic must-haves” by the brand. “When applied at an angle, the Volume Icon Lash mascara let me create a wing-like shape only using the lashes,” Alejandre shared in his H&M Magazine feature.
See, he’s teaching us so much already.
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Sophia Vilensky is a Freelance Beauty Writer at Marie Claire with a beauty, wellness, and entertainment journalism portfolio that includes contributions to Byrdie, Bravo, Teen Vogue, and Us Weekly. Growing up in a family of beauticians—and through her own personal studies—she developed an in-depth understanding of aesthetics, cosmetic product formulation, and beauty treatment development and has also held roles as a senior copywriter, content strategist, and proofreader for top beauty and wellness brands. Even so, you'd be hard pressed to find her with her hair and makeup actually done. Sophia is based in Minneapolis and is a 2019 graduate of the University of Minnesota, where she majored in English and minored in cinema studies. During her time at the university, she was the Arts & Entertainment Editor for the Minnesota Daily, earning the 2019 Editor of the Year award for her work. She connected deeply with the Twin Cities arts scene, collaborating with leading beauty professionals, designers, and artists. Graduating Summa Cum Laude, her thesis—a close-reading of Vanderpump Rules—was featured on NPR. When not immersed in writing or testing new products, Sophia enjoys watching reality TV, reading, and exploring the newest woo-woo wellness trends. Keep up with her on Instagram @sophiavilensky.
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