I somewhat agree with the point upthread in that H&M don't need the liking or approval of the exact type of person who they've pissed off.
That isn't their target market. Take Gwyneth Paltrow - she's made herself a billion dollar fortune out of something that I've never met a single real life person likes or approves of.
However - Gwyneth had a platform, took advice, and had significantly more personal wealth behind her GOOP enterprise. Also it was an explicitly commercial enterprise. Same for Kylie Jenner and her billion dollar make up empire. She had a platform of which a huge number of people vocally dislike and disapprove of, which doesn't matter at all as long as the right people are buying.
I don't know anyone who's launched a charitable foundation whilst needing to sustain significant personal spending on security and accommodation, no clarity on what they're selling (how do scented candles support a well of strength and action?), and no indication of the support they'll offer, to who, and with what experience. Even Cheryl Cole has a better basis for her charitable enterprises, and she's supporting people from her own background - impossible, of course, for these two, because people from their own background require no support.
I do think they're actually in earnest about this. I think they're both people who care immensely - but in a very self-centered and superficial fashion. That fits with a royal patronage very well, but for a practical foundation, it's entirely useless.