HEMA launches new beauty label

B.A.E. not just a synonym for the best friend or partner, but also the name of the new make-up brand of the cult brand HEMA. The Dutch company is known for its wide product portfolio in the areas of office, babies and children, living, cooking and eating, bathroom and beauty. From now the existing beauty assortment will extended by the brand B.A.E. as an exclusive "Brand within a Brand" at HEMA. The products are available in the stores as well as in the online shop at www.hema.com/de-de.

The HEMA label's portfolio includes 138 items in six different product categories in total: Face, Eyes, Eyebrows, Lips, Accessories and Eau De Toilette. The range will be seasonally augmented with new trend products.

The name B.A.E. stands for "before anything else", because the day begins with the make-up routine. Therefore, the brand provides all products for a complete day make-up. B.A.E. presents itself in stylish product design for the trend-oriented and beauty-conscious, young target group. In addition, all products are 100% vegan, without animal testing and sustainably produced.

"With B.A.E. we want to address an additional target group. Especially teens and young adults are looking for innovation and individuality. In order to satisfy this requirement, B.A.E. covers the entire range of decorative cosmetics. This is how our beauty customers get to know a completely new side of HEMA, "says Ilona Zijlstra, Category Manager Beauty at HEMA.

The new beauty label B.A.E. | Fotocredit: HEMA/ B.A.E.

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