The big fire in the Nieuwstraat of Brussels last August has caused quite the trouble for retailers. H&M quickly re-opened its doors, but there’s still no sign of life back at Forever 21. Hema took the opportunity to remodel the layout of the store and give the Brussels store the honor of being the first one with the brand new beauty corner concept. I headed out to the capital city to check it out and here’s what I found: tons and tons of makeup! It’s like a bit of heaven on earth. Even though the expansion is most noticeable in the nail polish, eyeliner and lip product section, I’m still hoping they’ll introduce some more products like cream blushes, bb creams etc. Or a little more colors in the existing product ranges. For example, I only saw 1 kind of blush in only 4 shades, so there’s definitely some room for more.
I took my first make up steps with Hema actually. When I was about 14 I started experimenting with their foundations, eyeshadows and eyeliners with absolutely no clue what I was doing. But it was affordable and fun. Even now I often visit Hema to check out the new collections and products since the quality/price ratio is quite good. I’m really enthusiastic about the expansion of the beauty corner and I’m only hoping this concept will find its way to as many stores as possible. Either way, Hema promises to bring the beauty corner to more Belgian stores soon, starting with the store in Turnhout.
About Hema:
Hema (originally an acronym for Hollandsche Eenheidsprijzen Maatschappij Amsterdam, “Dutch Standard Prices Company Amsterdam”) is a Dutch discount retail chain that was set up by the Jewish owners of luxury department store De Bijenkorf in 1926. They carry a wide variety of goods, including clothing, accessories, food, beauty products, home decorations, and office supplies and now have stores throughout The Netherlands, Belgium, Luxumburg, France and Germany. Worth checking out whenever you’re visiting one of these countries!
If you’re a Dutch speaker, you might want to check out this documentary about the retail chain, I found it to be quite interesting.
Pics by Jens Mollenvanger & me.
During the opening event, I got my nails done by none other than The Illustrated Nail! I loved the result and as soon as I find the right tools Imma show you how you can create this dripping nail at home!
Hema, Nieuwstraat 13, Brussels (Belgium).
I love how everything is super organized there, most of the Hema’s MU sections in large cities are so messy, that I don’t want to even look around. Lot’s of choice too.
I love their make-up and hope they’ll make more corners like this too!
http://in-so-mnia.blogspot.be
Wauw, I think it’s time to make a visit to BXL. I’m really curious to see this lovely beauty corner.
Oh wow, this looks great! I love hema so I’ll definitely take a look at this new and improved store if i get the chance!