E.l.f. Brands is expanding its remit, entering fragrance and body care with its own-brand e.l.f. POP to add another dimension to its beauty empire.
The company – which comprises brands e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair – has developed its own-brand fragrance and body collection which claims to “transport consumers to sensorial [holiday] destinations” via signature scents.
E.l.f. POP has debuted with Tromsø, a limited edition spicy gourmand collection for autumn/winter inspired by the “wintery wonders” and Northern Lights in Tromsø city, Norway.
This category break comes hot on the heels of e.l.f. Brands’ successful limited edition fragrance collaboration this year with fashion retailer H&M.
“Fragrance is the fastest-growing beauty category globally, and as always at e.l.f., we are listening, learning and leaning into the signals from our community,” Oshiya Savur, Chief Marketing Officer, e.l.f. Brands, told Cosmetics Business.
“This is a category our community has been requesting, especially following the excitement around our H&M collaboration.
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“We have made bold moves into new categories with
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