e.l.f. Brands enter into fragrance with e.l.f. POP launch
However, the broader e.l.f. POP lineup, which will include additional destination scents, is set to launch in January 2027.
USA – e.l.f. Brands, part of e.l.f. Beauty and home to e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, has expanded into fragrance and body care with the launch of e.l.f. POP, a new collection designed to transport consumers to sensorial destinations through signature scents.
The category expansion debuts with e.l.f. POP: Tromsø, a limited‑edition holiday drop featuring the “Spicy Bundt Nice” fragrance inspired by the wintery wonders of Norway.
Tromsø, Norway, where the winter sky lights up with the Northern lights, serves as the first stop on e.l.f. POP’s globetrotting journey, with the “Spicy Bundt Nice” fragrance capturing those sensorial vibes through notes of holiday spice cake, orange zest, cardamom, buttercream frosting, cedarwood and warm musk.
The spicy gourmand limited‑edition e.l.f. POP: Tromsø collection includes three affordably priced SKUs: a fragrance mist, a silky body cream and a travel‑size kit.
e.l.f. partnered with two Norwegian artists to create a holistic, transporting experience across the Tromsø collection’s packaging and supporting campaign, with illustrator Esra Røise anchoring the visuals and pop artist SKAAR creating the soundtrack for the launch assets.
Oshiya Savur, Chief Marketing Officer of e.l.f. Brands, described e.l.f. POP as the brand’s next bold leap into new playgrounds and categories, noting that fragrance is a unique form of self‑expression while body care transforms an everyday necessity into a ritual of self‑care and indulgence, with each intentionally selected destination designed to transport consumers somewhere they want to be and make them feel something personal and special.
The debut of e.l.f. POP reflects the brand’s approach of listening, learning and leaning in to meet its community where they are, with the name serving as an ode to e.l.f. Cosmetics’ Jelly Pop, a limited‑edition mini collection and one of the brand’s first community‑loved scents.
e.l.f. has continued to embrace community signals in the fragrance space, including a limited‑edition fragrance collaboration with H&M earlier this year, as fragrance remains the fastest-growing beauty category globally, with 42% of fragrance wearers seeking scents that evoke mood or emotion when purchasing.
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