Key takeaways on H&M and e.l.f. fragrance launch
- H&M and e.l.f. Cosmetics have launched a limited‑edition eau de parfum collection.
- The collaboration marks H&M Beauty’s first partnership with another beauty brand.
- The three vegan scents are inspired by e.l.f.’s Power Grip, Halo Glow and Camo ranges.
- The collection aims to make premium fragrance design and craftsmanship more accessible.
- Complementary accessories accompany the launch to extend the brand experience.
H&M and e.l.f. Cosmetics have collaborated on a new eau de parfum collection. The limited‑edition range, launching in the UK and US markets in late January, centres on fragrance’s ability to connect, empower and inspire people.
The partnership builds on the two brands’ shared commitment to making exceptional design, craftsmanship and experience accessible to all. The three scents were created to celebrate three of e.l.f.’s hero products: Power Grip Primer, Halo Glow and Camo.
General Manager, H&M Beauty, Cathrine Wigzell, notes that this collaboration is the business’s first‑ever partnership with another beauty brand. “e.l.f’s clear point of view and strong emotional connection with its community made this a natural collaboration for us,” she said.
Wigzell explained that the two businesses set out to create something unexpected and bring premium craftsmanship to fragrance in an accessible way. “This collection reflects our shared belief in democratising access to high‑quality beauty experiences,” she added.
Chief Marketing Officer at e.l.f. Kory Marchisotto believes that the beauty industry is craving more liberation, imagination and self‑expression — and that e.l.f. and H&M are answering this call with the new collection. “This is the rhythm of kindred spirits force multiplying to unleash the power, pace and curiosity of fashion and fragrance,” she said. “This is the best of beauty made accessible to the happy many.”
A first‑of‑its‑kind fragrance collaboration for H&M Beauty
The vegan scents in the Eau de Parfum Collection are each priced at €24.99. The range includes:
- Salty Drip (inspired by e.l.f’s Power Grip) – a blend of eucalyptus, cedarwood and sea salt. Like glassy textures and teal light, it clings with a fresh, hydrating grip.
- Luminous Cloud (inspired by e.l.f’s Halo Glow) – a blend of magnolia, vanilla and amber, creating a luminous scent with airy florals and soft vanilla wrapped in a comforting cloud of sweetness.
- Nude Canvas (inspired by e.l.f’s Camo) – a blend of vanilla, musk and palo santo. A transformative scent with creamy woods and smoky depth, blending seamlessly into skin. Like a forest in disguise, it is soft yet mysterious, cloaked in warmth and illusion.
The brands have also created joint complementary limited‑edition accessories to accompany the scents, including Power Grip Salty Grip Gripping Socks, the Halo Glow Luminous Cloud Charm and a Camo Blend Nude Canvas Bowling Bag + Mini Bag.
