E.L.F. and H&M make fragrance category debut targeting accessible luxury

Swedish fashion retailer H&M and E.L.F. Cosmetics have entered the fragrance market together. The partnership’s debut eau de parfum collection, consisting of three products, is set to launch later this week. The line consists of H&M’s olfactory interpretations of E.L.F.’s best-selling cosmetic products — Power Grip Primer, Halo Glow, and Camo.

The all-vegan, limited-edition collection marks H&M’s first partnership in the beauty industry and demonstrates the brand’s interest in expanding beyond the fashion sector. 

“This collection reflects our shared belief in democratizing access to high-quality beauty experiences,” says Cathrine Wigzell, general manager, H&M Beauty. As part of the E.L.F. ethos, the collaboration underscores its desire to make beauty products accessible to every eye, lip, and face.

The companies have created three scents: Power Grip – Salty Dip, Halo Glow – Luminous Glow, and Camo Blend – Nude Canvas. Their scent profiles are characterized as crystalline, floral, and smoky, respectively.

Power Grip is defined by its fresh, mineral scent with eucalyptus, cedarwood, and sea salt. Halo Glow carries a soft floral-amber scent with magnolia, vanilla, and amber. Meanwhile, Camo Blend is defined by its warm, skin-like scent with vanilla, musk, and palo santo.

The launch is supported by a joint video campaign featuring an original soundtrack, “Spritz. walk. waft.” Furthermore, the collection features complementary limited-edition accessories, including socks, charms, and canvas bags. 

Spritzing through it all

H&M and ELF enter fragrance together.

The collaboration between H&M and E.L.F. is a recent addition to the list of brands expanding into fragrances. Late last year, Eos launched into the fragrance industry with “cashmere body mists.” Australian skin care brand Go-To-Skincare also introduced three perfume oils into its range in October, while Florence by Mills released its first fragrance in 2023. 

Following Eos’ launch, Personal Care Insights covered the consumer movement toward fragrances as part of the new “lipstick effect” or “treatonomics.” As budgets tighten, consumers cut back on major expenditures while indulging in small luxuries — such as fragrances — during periods of mass economic volatility. 

“Over the past years, we have seen a clear evolution of the traditional lipstick effect into a fragrance effect: people choosing scents as their go-to emotional lift. Fragrance delivers the strongest return on mood for a manageable spend,” Amaury de Vallois, Coty’s executive VP for the UK, US, Canada, and Australia, told Personal Care Insights.

According to Vallois, consumers’ desire for comfort and uplifting products in their day-to-day lives has created a resilient framework for the fragrance industry. With each fragrance priced at €24.99 (US$29.99), the E.L.F. and H&M perfume collaboration adds to accessible fragrance offerings.