ELF enters fragrance and body care with seasonal drop

ELF Brands, part of ELF Beauty, is moving into fragrance and body care with the launch of ELF Pop, a collection designed to “transport consumers to sensorial destinations through signature scents.”

The first drop, ELF Pop: Tromsø, is a limited-edition holiday edit featuring the Spicy Bundt Nice fragrance inspired by winters in Norway. 

The comprehensive ELFT Pop lineup, featuring additional destination scents, will be released early next year. 

According to the brand, the debut of ELF Pop exemplifies its approach to “listening, learning, and leaning in.” 

“ELF Pop is our next bold leap as we stretch into new playgrounds and categories. Fragrance is a unique form of self-expression; it is personal and customizable,” says Oshiya Savur, chief marketing officer of ELF Brands. 

Body care transforms an everyday necessity into a ritual of self-care and indulgence, she notes. “Each intentionally selected destination in the ELF Pop collection is designed to transport you somewhere you want to be — to make you feel something personal and special.”

“The spicy gourmand limited-edition Tromsø collection includes three SKUs, which, according to ELF, are all priced accessibly.Our destinations are a connective throughline to our community; they guided our flight path to locations that inspired the collection. It is rooted in pride and place, the power of people, which we feel is the true essence of ELF Pop.”

ELF has continued to embrace community signals in the scent category with the limited-edition fragrance collab earlier this year with H&M, targeting accessible luxury. 

Winter appeal 

Meeting the holiday season with a drop fueled by wintertime favorites, Tromsø is the first stop on ELF Pop’s globetrotting journey. The brand says that Tromsø, Norway, is “where the winter sky ignites with the Northern lights,” and is “in every sense a quintessential holiday destination.”

According to ELF, Spicy Bundt Nice captures those sensorial vibes with notes of holiday spice cake, orange zest, cardamom, butter cream frosting, cedarwood, and warm musk. The spicy gourmand limited-edition Tromsø collection includes three SKUs, all priced accessibly: fragrance mist (US$13),a silky body cream (US$13), and a travel-size kit (US$12).

Interest in gourmand scent rises

ELF’s fragrance expansion move comes amid increased interest in gourmand scents among Gen Z and millennial consumers. 

In the US, Dove, Old Spice, and Native recently launched limited-edition scents designed to evoke autumnal comfort, nostalgia, and seasonal joy.

CPL Aromas has also highlighted a shift in gourmand fragrances toward savory, umami-inspired scent profiles influenced by Asian cuisine and fermentation.

Eurofragance is also catering to the category momentum and turning to culturally inspired experiences in food-focused scents.