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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.

H&M x e.l.f. Enter Fragrance at Peak Momentum—Turning Hero Makeup into Scented IP

For the first nine months of 2025, fragrance emerged as one of the strongest categories across the mass and prestige channels.

'Fragrance has been benefiting from deep changes in consumer trends, including frequency of use, appetite for more premium, luxury scents and new habits to “collect” various scents and brands,' says Alexandre Terseleer, a partner in the private equity practice at global strategy and management consulting firm, Kearney. 'However, at this stage the offering has become so vast that most consumers start feeling overwhelmed–lending itself well for consolidation at the level of brands (and portfolios thereof).'

Megadeals, Fragrance Frenzies and the Gen Z Wallet: Your 2026 Beauty M&A Playbook

Medipeel, CJ Olive Young × Sephora, and Fine’ry Signal Next-Phase Global Expansion Across Prestige, K-Beauty, and Fragrance Retail

Mature Beauty Shopper In Store Adobe Stock 1874708014

Beauty Under Fire: Why 2026 Will Be a Pivotal Year for Consumer Safety and Environmental Accountability

Recalls highlight the global push for transparency and safety in the beauty industry, as regulators and brands work to protect consumers from harmful ingredients and misleading claims. Keep reading for the latest regulatory updates.

Advance Your Expertise with UC’s Online Master’s in Cosmetic Science

Advance Your Expertise with UC’s Online Master’s in Cosmetic Science

Stay on the cutting edge of skincare, haircare, and personal-care product innovation with UC’s 100% online MS in Cosmetic Science. Gain expertise in formulation and safety taught by world-class faculty with real-world industry experience.

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Coverpla to Mark 80 Years of Operations and 10 Years of U.S. Subsidiary in 2026

Coverpla’s current offering includes stock bottles, closures, pumps, jars and home fragrance packaging.

“Dupes,” minis, and discovery sets are thriving alongside true luxury.

U.S. Beauty Market Outlook 2026: Value, Wellness, and Technology Power a Category That Keeps Growing

Consumers are still buying beauty—carefully, strategically and with a sharper eye on value.

Company officials hope that the partnership will help expand New Directions’ footprint in the United States and build a comprehensive e-commerce-enabled platform to serve its customers.

New Directions Aromatics Partners with Aromatic Fragrances International to Create Specialty Ingredients Platform

“We built Aromatic Fragrances in an effort to make fragrance innovation accessible and reliable for growing brands,” said co-founder Sean Riordan.

With a collection of 40 aromatic expressions, each scent is crafted using high-end perfume oils engineered to mirror the original inspiration, achieving a match rate of over 90% while maintaining its own elegant identity.

Luxury-Inspired Fragrance Brand Match Launches in the United States

Match Perfumes, a fragrance brand that offers a high-quality and luxurious olfactory experience inspired by world-famous designer scents, has expanded to the United States.

From layered scents to theme-inspired nails and eye makeup, these four trends are expected to drive momentum across beauty.

Scent Stacking to Glitchy Glam: Pinterest Predicts Cosmetic and Fragrance Trends for 2026

From layered scents to theme-inspired nails and eye makeup, these four trends are expected to drive momentum across beauty.

Top 10 Beauty Brands Across Categories According to Spate

Beauty brands that saw the most significant change in popularity in 2025 span K-beauty leaders like Medicube and Dr. Melaxin, fast-rising hair brands such as Based Bodyworks, Wavytalk and Tymo and trend-driven brands like Rhode Skin and Sacheu Beauty.

Beauty is experiencing a clear shift in how young people approach beauty.

The Beauty Contract: What's Fueling the Top 10 Gen Z Brands and Products?

Insight platform [cafeteria] listened to 2,100+ of its teen and Gen Z users to curate 335 hours of insights about 270+ beauty brands and behaviors to find what's driving these next-gen shoppers.

Chanel has announced BTS member Jung Kook as global ambassador for fragrances and beauty.

Chanel Appoints BTS Member Jung Kook as Global Ambassador for Fragrances and Beauty

Jung Kook said, "For me, Chanel is a pioneering house that cherishes its timeless heritage while constantly reinventing itself with modernity..."

According to Danielle Louise, beauty expert at Fresha, the global data points to one clear pattern: “Warm, sweet, comfort-driven fragrances—vanilla, caramel, marshmallow, amber—are dominating every market. These scents feel nostalgic, they last for hours and they’re incredibly wearable. Celebrity brands are tapping into that shift perfectly.”

Gen Z Stars vs. Classic Icons: The Celebrity Fragrance War on the TikTok Battlefield

Danielle Louise, beauty expert at Fresha, said, “We’re seeing the same pattern across the United States, United Kingdom, Europe and Australia—the celebrity fragrance space is no longer defined by traditional luxury perfume. It’s driven by TikTok influence, comfort-led scent profiles and highly engaged fanbases. Celebrity perfume is having a global resurgence.”