H&M x e.l.f. Turn Viral Makeup Into Fragrance
NewBeauty Facebook Pinterest Instagram Youtube find a doctor Face Adult Acne Antioxidants Anti-Aging Celebrity Chronic Skin Conditions Eye Hydration Hyperpigmentation Makeup View All Eyebrows Eye Color Foundation Fragrance Lip Color Makeovers Male Skin Care Peels Pre-Event Prep Sensitive Skin Skin Care Skin Health Smile Sun Care Treatments Fillers Microneedling Post-Procedure Skin Care Neurotoxins Regenerative Aesthetics Skin Lifting Body Body Sculpting Breasts Butts Cellulite Hair Removal Hands + Nails Legs Pregnancy Find a Doctor Hair Bond Repair Celebrity Dry Hair Frizzy Hair Gray Hair Hair Color Hair Growth Hair Repair Scalp Health Styling + Tips Awards NB100 Awards 15th Annual Beauty Awards 2025 NewBeauty Readers’ Choice Awards Shopping Gift Guides Product Reviews NewBeauty Storefront Wellness Fitness GLP-1s Health Menopause About Us TESTTUBE Search for: Search HomeMakeupFragrance H&M x e.l.f. Turn Viral Makeup Into Fragrance The launch shows what happens when internet obsession meets retail genius. Jessica Fields Published: Jan 29, 2026 Courtesy of H&M + E.L.F. Fashion and beauty just got a little more intertwined with H&M and e.l.f. Cosmetics’ limited-edition eau de parfum collection. While H&M isn’t exactly new to beauty (it launched its own cosmetics line in 2015), this marks its first-ever beauty partnership. E.l.f., meanwhile, is breaking new ground with its debut in fragrance and its first collaboration within the global fashion space. Collaborations like this don’t always land. At times, a brand’s consumer base or point of view can get lost in the hype. But this one feels more intentional. Rather than chasing a trendy fragrance note or attempting to reinvent fine fragrance, both brands leaned into their strengths. Each scent is inspired by three of e.l.f.’s most beloved, viral products—Power Grip Primer, Halo Glow Liquid Filter and Camo Concealer—and each is reimagined as an “infinitely spritzable” eau de parfum. These fragrances don’t just borrow product names;…