H&M and e.l.f. Cosmetics come together for an unexpected collaboration that introduces fragrance as new territory for both brands. The limited edition eau de parfum collection marks H&M’s first partnership within the beauty category and e.l.f.’s first step into scent. Built around three of e.l.f.’s best-known product franchises, the project translates familiar names into an olfactory format shaped by fashion, emotion, and accessibility.
The collection draws directly from Power Grip Primer, Halo Glow, and Camo, three products that hold strong recognition within e.l.f.’s community. The collaboration approaches scent as a continuation of identity and self-expression.
For H&M, the collaboration signals an expansion of its creative universe beyond clothing. Entering fragrance through a partnership rather than a standalone launch positions beauty as part of a broader cultural dialogue already present within the brand. For e.l.f., the project introduces scent as a new category while establishing its first global collaboration with a fashion brand. Both sides approach the partnership through shared values around access, community, and expressive freedom.
Cathrine Wigzell, General Manager of H&M Beauty, describes the collaboration as a defining moment for the brand’s beauty direction. She points to e.l.f.’s clear perspective and emotional connection with its audience as central to the partnership, while emphasizing the goal of offering fragrance that feels current, expressive, and widely accessible. From e.l.f.’s side, Chief Marketing Officer Kory Marchisotto frames the launch as a response to growing demand for imagination and self-expression, positioning the collection as a multisensory extension of existing fan-favorite franchises.
The three fragrances each occupy a distinct sensory space. Power Grip Salty Drip centers on eucalyptus, cedarwood, and sea salt, creating a crisp composition shaped by coolness and mineral clarity. The scent carries a watery freshness that mirrors the gripping, hydrating associations of its namesake product. Halo Glow Luminous Cloud moves in a softer direction, built around magnolia, vanilla, and amber. The fragrance suggests warmth and radiance through airy florals and gentle sweetness, forming a light, enveloping presence. Camo Blend Nude Canvas explores depth and transformation through vanilla, musk, and palo santo, settling close to skin with a quiet smokiness and warmth.
To support the launch, H&M and e.l.f. developed a high-energy campaign anchored by an original track titled “spritz. walk. waft.” Directed by Tanu Muino, the accompanying video uses choreography designed around movement and scent dispersion.
The partnership extends beyond fragrance with a series of limited edition accessories tied to each scent. Items such as gripping socks, charms, and bags echo the personalities of Power Grip, Halo Glow, and Camo, offering additional points of expression connected to the collection’s visual language.
Launching on January 29, 2026, the three fragrances will be available in selected H&M stores worldwide and online. Each eau de parfum is priced at €24.99 or $29.99. H&M and e.l.f. position the collection as a shared entry into fragrance, built on familiarity, community recognition, and the desire to translate beauty culture into scent without hierarchy or exclusivity.
