e.l.f. Cosmetics Ventures into Fragrance with H&M Collaboration
Beauty powerhouse, e.l.f. Cosmetics, has made its fragrance debut through a pioneering partnership with retail titan, H&M. This limited-edition collection, set to launch on January 29, 2026, introduces three eau de parfum scents, each inspired by e.l.f.’s cult-favorite products: Power Grip Primer, Halo Glow, and Camo Concealer.
Each vegan-friendly fragrance is affordably priced at $29.99/£24.99, reflecting both brands’ dedication to making premium beauty experiences accessible to all. The collection includes:
- “Power Grip – Salty Drip” with notes of eucalyptus, cedarwood, and sea salts
- “Halo Glow – Luminous Cloud” blending magnolia, vanilla, and amber
- “Camo Blend” offering a nuanced, blended scent profile
“The world is craving more liberation, imagination, and self-expression,” stated Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty. This collaboration marks H&M’s first foray into beauty partnerships and signifies e.l.f.’s strategic expansion beyond color cosmetics into the burgeoning fragrance market. The collection will be available in select H&M stores worldwide and online.
Source: H&M and e.l.f. Cosmetics Join Forces for a First-of-its-kind Fragrance Collaboration