H&M and e.l.f. Cosmetics have joined forces to turn makeup into fragrance. It’s a bold, unexpected crossover—a fashion brand stepping fully into the beauty world, and a perfume that somehow feels like the extension we never knew we needed. Imagine the soft warmth of a creamy blush, the subtle shimmer of a highlighter, and a hint of playful sweetness all wrapped into a scent you can wear—this is makeup reimagined as fragrance, a modern, chic twist that captures both brands’ fun, accessible, and utterly wearable spirit.
The idea behind the collab? Make it make scents.
The concept is as clever as it is chic: three e.l.f. Cosmetics icons—Power Grip Primer, Halo Glow, and Camo—reimagined as eau de parfums, each infused with the fashion-forward flair only H&M could bring. These are the products already living in your beauty bag, now transformed into wearable scents that echo the textures, moods, and magic you already adore.
The collaboration is historic in its own right: H&M steps officially into the beauty universe for the first time, while e.l.f. debuts in fragrance and launches its first-ever global partnership with a fashion brand—proof that sometimes the most unexpected duos create the most unforgettable experiences.
Three Scents, Three Moods (and Zero Rules)
Each fragrance is a natural extension of how you show up in the world: your outfit, your makeup, and most importantly, your mood. These aren’t literal translations of the products—they’re emotional ones. Power Grip, Halo Glow, and Camo have been transformed into perfumes that capture the energy, attitude, and signature vibes they already bring to the beauty bag.
Power Grip – Salty Drip
Fresh and mineral, with eucalyptus, cedar, and sea salt, this scent is like a splash of crisp ocean air blended with clean woods—a cooling, energizing jolt that wakes up your senses.
Halo Glow – Luminous Cloud
Soft, sweet, and ethereal, magnolia, vanilla, and amber drift together like a warm, luminous cloud, wrapping you in delicate floral sweetness and comforting glow.
Camo Blend – Nude Canvas
Warm, intimate, and slightly mysterious, vanilla, musk, and palo santo meld into creamy woods with a hint of smoke, creating a second-skin fragrance that’s effortlessly wearable and quietly magnetic.
The collab goes beyond perfume, turning fragrance into a full-on lifestyle moment. Limited-edition accessories—grip socks, charms, and a bowling bag with a matching mini bag—bring each scent to life, letting you wear the vibe, the energy, and a touch of whimsy every day.
Launching January 29, the collection will be available at select H&M stores worldwide and online, so you can mix, match, and style your favorite scents into your everyday routine.
The Beauty Pulse
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