H&M and e.l.f. Just Announced the Most Unexpected Collab

H&M and e.l.f. Cosmetics are teaming up for a collaboration none of us saw coming: a line of fragrances. The partnership marks a major first for both brands—H&M’s first beauty-centric collaboration and e.l.f.’s debut in fragrance, as well as its first global fashion partnership.

“We really wanted to do something unexpected,” H&M Beauty’s general manager, Cathrine Wigzell, says. “We’re still very true to who we are as a brand, but a beauty collab felt like a natural next step. We always strive to make the desirable accessible, and we approached elf since we felt that our brand values are so aligned. Creativity, accessibility, and inclusivity are at the core of both brands.”

For e.l.f. Beauty’s chief brand officer, Laurie Lam, fragrance had long been top of mind—and it was the brands’ shared DNA that made H&M the ideal partner for entering a new category. “When you think about products that have become almost iconic—Power Grip Primer, for example—people subscribe to it in a way that’s hard to believe. For us, it was about how do you take something that has a world of its own and bring it into the lens of fragrance? Through elevated eyes like H&M.”

The Eau de Parfum collection consists of three scents inspired by e.l.f.’s best-sellers—Power Grip Primer, Halo Glow, and Camo Collection—all priced at $30. “It was a no-brainer that we should go for the icons,” Wigzell says. “The creative process was also so much fun because we didn’t start by asking, ‘What notes define these products?’ Instead, we talked about what they would feel like as a scent. We wanted to translate textures, finishes, and the attitude of these iconic formulas and turn all of that into fragrance.”

Power Grip Salty Drip channels the cult-favorite primer through a crystalline blend of cooling eucalyptus, aromatic cedarwood, and mineral sea salt. Halo Glow Luminous Cloud mirrors the line’s soft-focus radiance with airy magnolia, warm vanilla, and amber. And rounding out the collection, Camo Blend Nude Canvas is a skin-like fragrance built on vanilla, musk, and palo santo. “I can’t pick favorites, but what I will say is that I think each of the fragrances is so transportive,” Lam says. “There’s a fragrance for every different mood that you might feel.”

However, the fragrances aren’t the only cool component of this collaboration. With H&M at the table, of course, fashion had to be part of the conversation. With the rollout comes some chic complementary accessories, like the Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag. “The accessories really helped turn the scents into a full experience,” Wigzell says. “They complement the fragrances while reflecting the distinct style of each iconic e.l.f. product in a really thoughtful way.”

Once the world of fragrances and accessories was set, the brands turned their attention to how it would all come to life. And for H&M and e.l.f., there was no better way to introduce the lineup than with music. The brands are rolling out a high-energy original track titled “spritz. walk. waft.” and a music video directed by Tanu Muino, featuring playful choreography designed to maximize the spread of scent. “We came together to talk about how people should experience the fragrance, which led us to the idea of wafting,” Lam says. “From there, the song came about, then the choreography. Ultimately, we wanted everyone to be able to express scent in their own way.”

You can shop the collection starting January 29 at select H&M stores worldwide and online. Wigzell and Lam are both excited for their consumers to experience the scents, sounds, and styles associated with this collab. As Lam puts it, “I’m proud of the the way we’ve bridged fashion, beauty, and scent—this collaboration is the meeting point between fashion’s creative pulse and e.l.f. Beauty’s power to connect and empower people across a global audience. This is something I don’t think anyone would have predicted right away. It wasn’t on anyone’s bingo card. And I think we’ve definitely defied gravity to make it happen.”