H&M Partners With e.l.f. Cosmetics on Fragrance Launch

H&M and E.l.f. Cosmetics have joined forces on a limited-edition eau de parfum collection. It marks H&M’s first-ever beauty partnership, plus E.l.f.’s fragrance debut and first global fashion collaboration.

“This collaboration marks an exciting milestone for H&M as our first-ever partnership with another beauty brand,” said Cathrine Wigzell, General Manager, H&M Beauty. “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 way that is modern, expressive, and accessible.”

The collection is made up of three vegan eaux de parfum, each aligned with the personality of its namesake, priced at £24.99 ($29.99) each:

• Power Grip – Salty Drip: Clean and cooling, with eucalyptus up top, dry cedarwood through the middle, and a subtle hit of sea salt that keeps it fresh and mineral rather than overtly aquatic.
• Halo Glow – Luminous Cloud: Soft and lightly sweet, blending magnolia, vanilla, and amber into a gentle, skin-warming scent.
• Camo Blend – Nude Canvas: A quiet, close-wearing mix of vanilla, musk, and palo santo, with creamy woods and a faint smokiness that develops gradually on the skin.

The partnership also extends into limited-edition accessories inspired by each fragrance, including socks, charms, and a bowling bag.

For E.l.f., the move into scent builds on its existing franchises rather than creating standalone fragrances. “The world is craving more liberation, imagination and self-expression. E.l.f. and H&M answer the call with a multi-sensory journey extending the boundaries of fan-favorite franchises Power Grip, Halo Glow and Camo,” said Kory Marchisotto, Chief Marketing Officer at E.l.f. Beauty. “This is the rhythm of kindred spirits force multiplying to unleash the power, pace and curiosity of fashion and fragrance. This is the best of beauty made accessible to the happy many.”

The Eau de Parfum Collection will be available from 29 January in selected H&M stores across the UK and US, as well as online at hm.com.