e.l.f. Cosmetics is making its first foray into fragrance via a collaboration with fashion retailer H&M.
The collection of eau de parfums aims to be “bold, inclusive and joyfully disruptive” and is inspired by some of e.l.f.’s hero make-up products.
The three-strong limited edition range of vegan edp’s includes Salty Drip – inspired by e.l.f.’s best-selling Power Grip primer.
Described as a crystalline scent with cooling eucalyptus and aromatic woods, softened by mineral sea salt and the clean clarity of water, the scent contains eucalyptus, cedarwood and sea salts.
e.l.f.’s 4-in-1 liquid filter complexion booster Halo Glow is the influence behind Luminous Cloud.
Said to be a luminous scent with airy florals and soft vanilla, wrapped in a comforting cloud of sweetness, the fragrance is based on magnolia, vanilla and amber.
Nude Canvas, meanwhile, is inspired by the make-up brand’s Camo Blend concealer, and contains vanilla, musk and palo santo.
This combo creates a “transformative scent with creamy woods and smoky depth, blending seamlessly into skin”.
Centred around the tagline “make it make scents,” the collection “emphasises the power of fragrance to connect, empower and inspire”.
Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, said: “The world is craving more liberation, imagination and self-expression.
“e.l.f. and H&M answer the call with a multi-sensory journey extending the boundaries of fan-favourite franchises Power Grip, Halo Glow and Camo.
“This is the rhythm of kindred spirits force multiplying to unleash the power, pace and curiosity of fashion and fragrance.
“This is the best of beauty made accessible to the happy many.”
The trio of scents will launch on 29 January at selected H&M stores globally, and online on the retailer’s website, priced at €24.99 each.
A range of accessories will also be available alongside the fragrance range, including Power Grip Salty Grip Gripping socks, Halo Glow Luminous Cloud charm and Camo Blend Nude Canvas bowling bag and mini bag.
The launch is backed by a new campaign called ‘“spritz. walk. waft’" and includes a video directed by Tanu Muino, a Ukrainian music video director who has previously directed song videos for artists such as Harry Styles, Dua Lipa and Lil Nas X.
Featuring choreography designed to maximise the spread of scent, the campaign is said to capture “the disruptive spirit of each fragrance and opens the door to three unique sensorial worlds”.
The partnership marks H&M’s first beauty collaboration in beauty.
The fashion retailer has its own beauty line and has standalone beauty stores, where it also stocks other brands, including e.l.f. Beauty.
“This collaboration marks an exciting milestone for H&M as our first-ever partnership with another beauty brand,” said Cathrine Wigzell, General Manager at H&M Beauty.
“e.l.f’s clear point of view and strong emotional connection with its community made this a natural collaboration for us.
“Being part of e.l.f’s first venture into fragrance is especially meaningful, and together we set out to create something unexpected – bringing premium craftsmanship to fragrance in a way that is modern, expressive and accessible.
“This collection reflects our shared belief in democratising access to high-quality beauty experiences.”
H&M is not the only fashion retailer ramping up its beauty offering.
Gap is making a fresh play in beauty with plans for make-up, hair care, fragrance and skin care lines under its Old Navy and Gap brands.
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