Dutch departmentstore chain HEMA opened two stand alone Beauty Stores: HEMA Beauty as well as new shop in shops at the regular Hema’s. The first store was celebrated with a huge press opening hosted by the CEO of HEMA. At HEMA Beauty Store the consumer finds an extensive and colourful make-up collection, skincare products & a personal beauty advise! With the new stores HEMA meets the needs of its clientele for qualitative good products for a friendly price. In the shops you find unique mirrors with special light effects to see what make-up colours are best used in daytime and for a smart party look at night.