H&M has collaborated with ELF Cosmetics to launch its first-ever perfume collection, marking the brand’s first expansion into the beauty and scent category. 

The company emphasized the collection – comprising Power Grip, Halo Glow and Camo Blend – is designed to connect customers through scent and establish a specific cultural identity shaped by the slogan ‘make it make scents.’

The partnership aligns two like-minded brands, intersecting fashion and beauty to reflect their mutual purpose of offering design, craftsmanship, and experience accessible to customers. 

“Being part of ELF’s first venture into fragrance is especially meaningful, and together we set out to create something unexpected, bringing premium craftsmanship to fragrance in a way that is modern, expressive and accessible,” said Cathrine Wigzell, GM of H&M Beauty.

“The world is craving more liberation, imagination and self-expression. ELF and H&M answer the call with a multi-sensory journey extending the boundaries of fan-favorite franchises Power Grip, Halo Glow and Camo,” said Kory Marchisotto, CMO of ELF Beauty.