H&M and e.l.f. Beauty collaborate to launch an innovative fragrance collection

H&M and e.l.f. Cosmetics have joined forces to establish a groundbreaking fragrance collaboration, marking H&M's first relationship with a beauty brand and e.l.f.'s fragrance debut in addition to its original worldwide fashion tie-up.

This limited-edition eau de parfum collection reimagines three of e.l.f.'s popular products, including Power Grip Primer, Halo Glow, and Camo, as intriguing perfumes, fusing fast fashion and accessible beauty innovation.

These products will be available in select H&M locations across the world and online at hm.com beginning January 29, 2026.

H&M Beauty General Manager Cathrine Wigzell said, "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, 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, Tanu Muino's bright campaign introduces the unique tune "spritz. walk. waft," with choreography meant to accentuate aroma diffusion and engage users in multi-sensory realms.

Limited-edition accessories include Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag, which add to the humorous appeal. e.l.f. Beauty Chief Marketing Officer Kory Marchisotto described it as a freeing, multi-sensory progression of fan favourites that promotes self-expression through smell.

This announcement comes after H&M Beauty unveiled a limited-edition summer fragrance collection that celebrates the growing popularity of gourmand-inspired smells.

This collection includes three fascinating scents: Sun-Kissed Caramel, Posh Pistachio, and Wild Strawberry.

Source: e.l.f. Cosmetics