Consumers can now purchase a limited-edition eau de parfum collection created by H&M and e.l.f. Cosmetics.
The collection is available in selected H&M stores worldwide and online expanding both brands’ presence in the fragrance and lifestyle market.
Three of e.l.f. 's most recognisable product lines, Power Grip, Halo Glow and Camo into wearable scents. Each fragrance is vegan and designed to be accessible in both price and style.
Power Grip – Salty Drip
Power Grip – Salty Drip delivers a fresh, mineral scent built around eucalyptus, cedarwood and sea salt. The fragrance opens with a cooling, aquatic clarity before settling into aromatic woods. Designed to feel crisp and modern, the scent mirrors the gripping, refreshing identity of e.l.f.’s Power Grip line.
Halo Glow – Luminous Cloud
Halo Glow – Luminous Cloud features magnolia, vanilla and amber, a soft and luminous fragrance with a gentle sweetness. Airy florals blend with warm notes to create a light yet comforting scent. Positioned as romantic and approachable, the fragrance is designed for everyday wear.
Camo Blend – Nude Canvas
Camo Blend – Nude Canvas combines vanilla, musk and palo santo to create a warm, skin-like fragrance. Creamy woods and subtle smokiness give the scent depth while maintaining a soft, understated finish. Designed to blend seamlessly with the wearer, the fragrance aligns with the adaptable and versatile nature of e.l.f.’s Camo products.
The collaboration also includes limited-edition accessories inspired by each scent, extending the partnership into fashion and lifestyle. The collection was supported by a global campaign themed “make it make scents,” positioning fragrance as a form of personal expression and emotional connection.
Each eau de parfum is priced at €24.99 or US$29.99 and is now available through selected H&M stores and websites.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri
