Two brands known for flipping affordability into cultural dominance just found a new way to meet in the middle. When e.l.f. Cosmetics links with H&M, the result is a fragrance drop built for people who want their beauty routine to feel luxe without breaking the bank.
The new eau de parfum lineup pulls inspiration from three of e.l.f.’s most recognizable products: Power Grip Primer, Halo Glow, and Camo. The launch marks a first on both sides. It is H&M’s debut beauty collaboration and e.l.f.’s first official step into fragrance. The vegan scents quietly landed on January 29 and are available in H&M stores and online at hm.com. Along with the perfumes, the brands also released limited edition accessories such as Power Grip socks and Halo Glow charms, adding a playful layer to the rollout.
Each fragrance comes in at $29.99, staying true to e.l.f.’s long-running promise of accessibility without cutting corners. Camo Blend leans warm and familiar, anchored in vanilla and woods. Halo Glow sports a “romantic” tone, with hints of magnolia, amber, and vanilla. Meanwhile, Power Grip delivers escape energy, giving off strong beach vibes, with eucalyptus, cedarwood, aromatic woods, and sea salt aromas.
Bottom line: e.l.f. didn’t tiptoe into fragrance. They showed up confident, affordable, and ready to stay. It’s unclear if this fragrance is a permanent fixture in H&M stores, or a test run, but the quality and reasonable pricepoint gives this line a boost that customers will appreciate.
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