Beautiful beauty products... & Other Stories

I have no idea how good the actual products in this range are... if the mascara flakes or stays put, if the eye pencils are hard or creamy, whatever.

What I do know is that this range is gorgeous. It has a slightly messy chic look that's hard enough to capture with clothes and fashion and nearly impossible to do with beauty products without looking tatty.

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The mix of white, lucite, serif and cursive fonts with suitably smeary (and unique) shots of the product is cool. I'm a big fan of real photography on packaging when it's done right... like it is here. & Other Stories has made a mid-range, achingly hip beauty brand that, perhaps, Topshop makeup wanted to be? As much as I do like Topshop, its makeup range is sort of missing the coveted edginess I see here. It feels a bit like Benefit's slightly less twee older sister.

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This range doesn't. Probably because it's been designed by teams in Paris and Stockholm. Now that I think of it, it does feel very French, doesn't it?

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& Other Stories is a subsidiary of H&M, so not some indie cool company, but still pretty cool, mainstream brand or not. They also sell other brands that you might have seen in so-hip-it-hurts places like Colette... Uslu et al. 

Beauty is just one of the categories of merchandise made and sold by & Other Stories

Currently they're only in Europe.