H&M
H&M Beauty Lookbook SS25
Jun 2025
H&M presents the SS25 Beauty Lookbook, a series of high-definition portraits focusing on bold cosmetic applications and seasonal palettes. The project explores a clean, editorial aesthetic, utilizing soft, diffused beauty lighting to highlight product texture and vibrant pigment saturation. Photographer Rodrigo Carmuega captures model Nyakong Chan across a range of close-up and macro compositions. The imagery emphasizes graphic applications, including shimmering violet eyeshadows and high-shine lip finishes, supported by precision hair styling by Andrea Martinelli. Makeup artist Sam Visser drives the visual direction through tactile, glossy finishes and sharp, geometric eyeliner, maintaining a minimalist studio focus throughout the campaign.
Vertical, Commercial, Clean, Glossy
Beauty Light
Cosmetics
White Seamless
Lookbook
