H&M and e.l.f. Cosmetics - Translating Everyday Beauty Into Fragrance

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

Augustinus Bader Cosmetics

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AUGUSTINUS BADER
*The Intelligence of Skin

written Ginevra Valente

Augustinus Bader approaches skincare as applied science. Decades of regenerative research converge into TFC8®—a patented compound that supports the skin’s own renewal code.

The method is biological. The result is cumulative. Every application reinforces structure, function, resilience. Developed for precision around the orbital zone. The Eye Cream activates skin’s renewal signals using a complex matrix of amino acids, high-grade vitamins, and synthesized molecules. Signs of fatigue soften. Energy returns to the skin’s surface. Hydration builds from within, held by an architecture designed to protect. The texture is engineered for absorption—light in weight, dense in function. With consistent use, the skin barrier becomes more stable. Movement, light, time—everything interacts with a stronger foundation.

all visuals AUGUSTINUS BADER PR

The Face Cream works at the level of cell communication. It delivers structured hydration, supports repair pathways, and aligns with the skin’s natural rhythm. TFC8® feeds the skin precise signals for renewal, with effects visible across tone, texture, and elasticity. The formula integrates into any routine. Day and night, it provides continuity—a constant supply of active support, guided by the needs of the skin in real time.

Created by Professor Augustinus Bader, TFC8® is rooted in medical research on wound healing and tissue regeneration. It carries critical ingredients to the site of need, optimizing conditions for repair. This is not topical care—it is targeted intervention. The skin responds with clarity, strength, and coherence. 
Each formula holds intention. Each result is earned through repetition, discipline, and biological intelligence.

discover www.augustinusbader.com