Beauty Launches

E.l.f. and H&M Create a Limited-Edition Fragrance Collection

3 new scents are inspired by e.l.f.’s holy grail favorites – Power Grip Primer, Halo Glow, and Camo.

January 23, 2026

Assistant Editor

H&M and e.l.f. Cosmetics, a brand from e.l.f. Beauty announced a collaboration on an unexpected new eau de parfum collection that marks a series of beauty firsts for both brands.

Three of e.l.f.’s holy grail favorites – Power Grip Primer, Halo Glow, and Camo – are interpreted through H&M’s distinct fashion lens in H&M’s debut beauty partnership and e.l.f.’s first exploration into fragrance.

As H&M’s first beauty-sphere partnership, the limited-edition collection is a milestone that reaffirms the brand’s evolving vision to expand beyond fashion.

For e.l.f., it’s a double eyes.lips.first as the brand’s debut in fragrance and its first global fashion collaboration.

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-favorite 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.”

Bold, inclusive, and joyfully disruptive, the collection emphasizes the power of fragrance to connect, empower, and inspire.

The Eau de Parfum Collection

Power Grip – Salty Drip

A crystalline scent with cooling eucalyptus and aromatic woods, softened by mineral sea salt and the clean clarity of water. Like glassy textures and teal light, it clings with a fresh, hydrating grip.

Halo Glow – Luminous Cloud

A luminous scent with airy florals and soft vanilla, wrapped in a comforting cloud of sweetness. Feminine and romantic, it drifts like dream creatures in shimmering pearl suits – fluffy, paradoxical, and quietly enchanting.

Camo Blend – Nude Canvas

A transformative scent with creamy woods and smoky depth, blending seamlessly into skin. Like a forest in disguise, it’s soft yet mysterious, cloaked in warmth and illusion.

To celebrate the launch, H&M and e.l.f. created a high-energy campaign featuring an original track called “spritz. walk. waft” with an accompanying video directed by Tanu Muino featuring choreography designed to maximize the spread of scent.

Inviting fragrance lovers to “make it make scents” through the art of wafting, the campaign captures the disruptive spirit of each fragrance and opens the door to three unique sensorial worlds.

Complementary limited-edition accessories, including Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag, enhance the expressive experience of the partnership.