H&M and e.l.f. Cosmetics are making a strategic move into fragrance at a moment of category acceleration, unveiling a limited-edition eau de parfum trio that translates e.l.f.’s best-selling makeup franchises into scent. Launching January 29, 2026, the collaboration marks H&M’s first-ever beauty partnership and e.l.f.’s debut in fragrance—positioning both brands to capture demand as fragrance outperforms across mass and masstige.
For the first nine months of 2025, fragrance emerged as one of the strongest categories across the mass and prestige channels, per Circana. Prestige fragrance was up 6% to $5.9B, while mass fragrance grew 17% in dollar sales, marking double-digit unit growth.
The collection reimagines three e.l.f. hero products—Power Grip Primer, Halo Glow and Camo—through H&M’s fashion-forward lens, turning high-equity makeup IP into emotionally driven, wearable fragrance. The move underscores a broader industry shift: brands are extending core franchises into scent to deepen fandom, increase lifetime value and tap fragrance’s cultural heat.
The Scents (All Vegan):
- Power Grip – Salty Drip: Eucalyptus, cedarwood and sea salts deliver a cooling, mineral freshness designed to “cling,” echoing the primer’s grip and hydration cues.
- Halo Glow – Luminous Cloud: Magnolia, vanilla and amber create a soft-focus, luminous sweetness aligned with the complexion enhancer’s glow story.
- Camo Blend – Nude Canvas: Vanilla, musk and palo santo blend seamlessly into skin, mirroring Camo’s adaptive, skin-true positioning.
For H&M, the launch extends its creative universe beyond fashion into beauty and scent, reinforcing accessibility at scale. For e.l.f., it’s a dual milestone: first fragrance and first global fashion collaboration, amplifying its mission to democratize premium experiences.
The rollout is supported by a high-energy, culture-led campaign—“spritz. walk. waft.”—featuring an original track and choreography designed to maximize scent diffusion, plus limited-edition accessories tied to each franchise. The approach signals a shift toward multi-sensory storytelling as fragrance brands compete for attention beyond the bottle.
Priced at €24.99 / $29.99, the trio will be available in select H&M stores globally and online at hm.com. As fragrance demand surges, H&M and e.l.f. are betting that converting cult makeup into scent isn’t just playful—it’s a scalable growth lever.
