Fashion and beauty just got a little more intertwined with H&M and e.l.f. Cosmetics’ limited-edition eau de parfum collection. While H&M isn’t exactly new to beauty (it launched its own cosmetics line in 2015), this marks its first-ever beauty partnership. E.l.f., meanwhile, is breaking new ground with its debut in fragrance and its first collaboration within the global fashion space.
Collaborations like this don’t always land. At times, a brand’s consumer base or point of view can get lost in the hype. But this one feels more intentional. Rather than chasing a trendy fragrance note or attempting to reinvent fine fragrance, both brands leaned into their strengths. Each scent is inspired by three of e.l.f.’s most beloved, viral products—Power Grip Primer, Halo Glow Liquid Filter and Camo Concealer—and each is reimagined as an "infinitely spritzable" eau de parfum.
These fragrances don’t just borrow product names; they’re crafted to capture how those products feel. For example, Power Grip Salty Dripmirrors the primer’s aquatic tone with notes of eucalyptus, cedarwood and sea salt. Halo Glow Luminous Cloud brings the lit-from-within feeling of e.l.f.’s glow wands to life with aromas of magnolia, vanilla and amber. The Camo Blend Nude Canvas fragrance is named after the brand’s diverse complexion line and has equally naked notes of vanilla, musk and palo santo.
Packaging-wise, H&M brought its everyday-luxury sensibility to the bottles, which feature clean rectangular silhouettes, fluid gemstone-like caps and the brand’s signature minimalist font. In the official press release, Cathrine Wigzell, general manager of H&M Beauty, elaborated on the partnership’s significance: "E.l.f’s clear point of view and strong emotional connection with its community made this a natural collaboration for us. Together we set out to create something unexpected—bringing premium craftsmanship to fragrance in a way that is modern, expressive and accessible."
In addition to fragrance, the launch includes three limited-edition accessories: the Power Grip Salty Grip Gripping Socks ($20), the Halo Glow Luminous Cloud Charm ($20) and the Camo Blend Nude Canvas Bowling Bag + Mini Bag ($40). The full collection is now available exclusively at H&M for a limited time.
