Why This H&M and e.l.f. Cosmetics Collaboration Thinks About Scent as a System
written LE MILE
Fragrance rarely enters the world quietly. New launches tend to arrive wrapped in mythology, spectacle, or aspirational distance. The collaboration between H&M and e.l.f. Cosmetics takes a different route, it begins with recognition.
Eau de parfum bottles from the H&M and e.l.f. Cosmetics
fragrance collaboration inspired by Power Grip, Halo Glow and Camo
The limited eau de parfum collection represents a first for both brands. H&M enters a formal beauty partnership for the first time. e.l.f. introduces fragrance into its product universe for the first time.
Power Grip, Halo Glow and Camo are already embedded in everyday use. They are functional, widely used products with established emotional associations. Translating them into fragrance is a practical decision as much as a creative one.
Power Grip – Salty Drip is built around eucalyptus, cedarwood and sea salt. The structure is clear and restrained. Cooling notes meet dry woods and mineral elements, resulting in a fragrance that feels direct and purposeful. It carries a sense of clarity that mirrors the product line it references, something designed to hold, to stabilise, to stay in place.
Halo Glow – Luminous Cloud moves into a softer register with magnolia, vanilla and amber. The scent develops gently, staying light and consistent over time. It reflects the visual logic of Halo Glow as a product known for diffused radiance and subtle warmth.
Camo Blend – Nude Canvas brings vanilla, musk and palo santo together in a composition that sits close to skin. The scent develops gradually, shaped by body heat. There is a quiet depth to it, one that mirrors Camo’s long-standing association with adaptability and coverage.
All three eau de parfums are vegan and positioned at an accessible price point. Scale, inclusion, and everyday use have long shaped both brands’ identities, and the fragrance collection reflects that continuity. The campaign supporting the launch reinforces this approach. Directed by Tanu Muino, it centres on movement. An original track titled “spritz. walk. waft.” provides rhythm, while choreography demonstrates how scent travels through bodies in motion. Fragrance is treated as physical and spatial.
watch film by TANU MUINO
Launching globally on 29 January 2026, the collection will be available in selected H&M stores and online.
all images (c) H&M Press