Sara Wallander had been working her way up through the H&M ranks for nearly 10 years from design assistant to sustainable concept developer to department head at the brand's design inspiration space when she was pegged to develop their new comprehensive beauty lines: a basic-color cosmetics collection and a collection with Ecocert-certified organic products—all still at those unmistakable H&M prices. She helped build a team of makeup artists, graphic designers, and even her own beauty-educated copywriters. In October 2015, they brought a whopping 1,000-plus products to market, followed by dozens more with the launch of Conscious Beauty in March 2016. Among the biggest challenges was developing the eco-conscious assortment, where she needed suppliers who could meet her strict standards for both aluminum-free deodorant and packaging made from recyclable materials, especially at an H&M-friendly price point. Now customers can purchase, say, hand washes that resemble $50 luxury products. The H&M price tag? Eight bucks.