E.l.f. Cosmetics enters fragrance in new partnership with H&M
E.l.f. Cosmetics is stepping into fragrance for the first time, partnering with H&M to launch a new collection inspired by its bestselling products.
The collaboration reflects H&M’s continued expansion beyond fashion into beauty and fragrance, while offering E.l.f. an entry point into the scent category.
According to H&M Beauty General Manager Cathrine Wigzell, the partnership aligns with both brands’ focus on accessibility and creative expression.
"Being part of E.l.f’s first venture into fragrance is especially meaningful, and together we set out to create something unexpected - bringing premium craftsmanship to fragrance in a way that is modern, expressive and accessible. This collection reflects our shared belief in democratising access to high-quality beauty experiences," she said.
The collection reinterprets E.l.f.'s Power Grip Primer, Halo Glow and Camo, transforming the three cult-favourite make-up products into scent form.
- Power Grip - Salty Drip: Featuring notes of eucalyptus, cedarwood and sea salt, this scent is described as fresh and mineral, combining cooling and woody elements with a clean, aquatic character.
- Halo Glow - Luminous Cloud: Built around magnolia, vanilla and amber, this fragrance focuses on soft florals and warmth, with a sweet and airy profile.
- Camo Blend - Nude Canvas: With vanilla, musk and palo santo, this scent is positioned as a skin-like fragrance, blending creamy woods with subtle smokiness.
Kory Marchisotto, Chief Marketing Officer at E.l.f. Beauty, said: "The world is craving more liberation, imagination and self-expression. E.l.f. and H&M answer the call with a multi-sensory journey extending the boundaries of fan-favourite franchises Power Grip, Halo Glow and Camo.
"This is the rhythm of kindred spirits force multiplying to unleash the power, pace and curiosity of fashion and fragrance. This is the best of beauty made accessible to the happy many."
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To support the launch, H&M and E.l.f. have developed a campaign centred on an original track titled "spritz. walk. waft".
The accompanying video is directed by Tanu Muino and features choreography intended to highlight movement and the dispersal of scent. It encourages consumers to engage with fragrance through the concept of "wafting", positioning each scent as its own sensory world.
The release also includes complementary limited-edition accessories inspired by the fragrances, such as gripping socks, charms and a bowling bag with a mini bag, designed to extend the collaboration beyond fragrance.
The collection is scheduled to launch on 29 January and will be available in selected H&M stores worldwide, as well as online at hm.com.
