H&M and e.l.f. Beauty partner to launch new fragrance collection

SWEDEN – H&M and e.l.f. Cosmetics have teamed up to launch a pioneering fragrance collaboration, marking H&M’s first partnership with a beauty brand and e.l.f.’s debut in fragrances alongside its initial global fashion tie-up. 

This limited-edition eau de parfum collection reimagines three of e.l.f.’s iconic products, including Power Grip Primer, Halo Glow, and Camo, into captivating scents, blending the worlds of fast fashion and accessible beauty innovation.

These products are set to launch on January 29, 2026, in select H&M stores worldwide and online at hm.com.

Cathrine Wigzell, General Manager, H&M Beauty, stated, “This collaboration marks an exciting milestone for H&M as our first-ever partnership with another beauty brand. e.l.f’s clear point of view and strong emotional connection with its community made this a natural collaboration for us.”

“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 modern, expressive and accessible way.”

The lineup includes Power Grip which features Salty Drip, evoking a fresh, hydrating crystalline aroma with cooling eucalyptus, woody cedarwood, and invigorating sea salts; Halo Glow – Luminous Cloud, a romantic, airy floral scent fusing magnolia, vanilla, and amber for a fluffy, dreamy vibe; and Camo Blend – Nude Canvas, a creamy, smoky wood profile with vanilla, musk, and palo santo that seamlessly melts into the skin. 

Complementing the launch, a vibrant campaign directed by Tanu Muino introduces the original track “spritz. walk. waft,” with choreography designed to highlight scent diffusion and immerse users in multi-sensory worlds. 

Limited-edition accessories such as Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag enhance the playful appeal. e.l.f. Beauty Chief Marketing Officer Kory Marchisotto called it a liberating, multi-sensory evolution of fan favourites, empowering self-expression through scent.

This launch follows H&M Beauty’s unveiling of a limited-edition summer fragrance collection that embraces the growing trend of gourmand-inspired scents. 

This collection features three captivating fragrances: Sun-Kissed Caramel, Posh Pistachio, and Wild Strawberry.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.