H&M and e.l.f. Cosmetics Collaborated on Three Eau de Parfums
Laura McQuarrie — January 22, 2026 — Fashion
References: theindustry.beauty & investor.elfbeauty
e.l.f. Cosmetics is known for its affordable, high-quality makeup and skincare, and in 2026, H&M and e.l.f. Cosmetics announced a collaboration on a new eau de parfum collection. Three fan-favorite e.l.f. Cosmetics products—Power Grip Primer, Halo Glow and Camo—inspired a limited-edition fragrance, all of which are exceptionally crafted, expressive, vegan and accessible.
The eau de parfum collection introduces Power Grip Salty Drip with notes of eucalyptus, cedarwood and sea salts, Halo Glow Luminous Cloud with airy magnolia, vanilla and amber, and the soft and mysterious Camo Blend Nude Canvas, blending creamy woods with vanilla, musk and palo santo for smoky depth.
To kick off this noteworthy launch, H&M and e.l.f. created a high-energy campaign with an original track called “spritz. walk. waft," and complementary limited-edition accessories in the form of socks, charms, and bags.
The eau de parfum collection introduces Power Grip Salty Drip with notes of eucalyptus, cedarwood and sea salts, Halo Glow Luminous Cloud with airy magnolia, vanilla and amber, and the soft and mysterious Camo Blend Nude Canvas, blending creamy woods with vanilla, musk and palo santo for smoky depth.
To kick off this noteworthy launch, H&M and e.l.f. created a high-energy campaign with an original track called “spritz. walk. waft," and complementary limited-edition accessories in the form of socks, charms, and bags.
Trend Themes
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Collaborative Fragrance Lines — Collaborations between fashion and beauty brands like H&M and e.l.f. Cosmetics highlight new avenues for cross-industry innovation in fragrance development.
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Vegan Fragrance Products — The creation of expressive, vegan perfumes reflects growing consumer demand for environmentally-conscious beauty products.
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Personalized Scent Experiences — Limited-edition perfumes inspired by specific makeup products offer consumers personalized and memorable scent experiences linked to their favorite beauty routines.
Industry Implications
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Beauty and Personal Care — The launch of collaborative perfumes broadens the range of products within the beauty industry, merging makeup allure with olfactory experiences.
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Fashion Retail — The integration of exclusive fragrances into a fashion brand's lineup enhances brand offerings and creates synergy between garment and scent.
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Sustainable Goods — The release of vegan ingredients in perfume production indicates a shift towards sustainability within the competitive fragrance industry.
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