The beauty industry is changing at a rapid pace, but not all movements spark the same interest. When a brand historically linked to fashion decides to reinforce its commitment to perfumery, it at least deserves a moment of pause. That is what happens with H&M’s latest launch, which presents three fragrances in collaboration with e.l.f. Cosmetics, a partnership that, at the very least, grabs attention.
The proposal arrives in the form of a limited edition — now available online — and seeks to bring the concept of a premium perfume to a much broader audience. Not from traditional exclusivity, but from a more accessible interpretation aligned with the DNA of both brands. An approach that fits especially well with e.l.f., accustomed to moving between vegan formulas, affordable prices and direct communication with its community, very present in the digital environment.
The three Eau de Parfums start from some of the brand’s most recognizable makeup products and translate them into the olfactory realm. It’s an uncommon exercise: glow finishes, luminous nuances or more enveloping textures are reinterpreted as fresh, sweet, or with a woody undertone. The result are fragrances designed for daily wear, with clean and easy-to-wear sillage, without too much complication. Rather than betting on complex olfactory constructions or technical discourses, the collection seems to lean toward balance. It is fairly straightforward perfumery, understanding perfume as a daily gesture more than a bold statement.
For H&M Beauty, this collaboration represents a strategic step within its evolution in the cosmetic sector. It expands territory without breaking with its identity, relying on a clear idea: luxury can be desirable without being inaccessible. Here it translates into a carefully crafted sensory experience, but approached from proximity. More than exclusivity, it offers enjoyment. And that, in the current context, is no small thing.
Power Grip Salty Drip e.l.f. H&M.
Power Grip Salty Drip e.l.f. H&M
A fresh and transparent perfume that recalls clean water and sea breeze. It combines green and citrus notes with a soft woody and musk base that provides balance. Its character is light yet enveloping, ideal for those seeking revitalizing scents without being intense. The final sensation is aquatic, luminous, and very wearable on a daily basis.
Halo Glow Luminous Gloud e.l.f. H&M.
Halo Glow Luminous Gloud e.l.f. H&M
A sweet and ethereal fragrance that blends white florals with creamy vanilla and a warm touch of amber. It has a romantic and delicate aura, like a scented cloud that leaves a trail without saturating. It feels cozy and feminine, perfect for those who prefer soft perfumes with a gourmand hint. The woody base gives it depth and longevity.
Camo Blend Nude Canvas e.l.f. H&M.
Camo Blend Nude Canvas e.l.f. H&M
A warm and enveloping aroma with vanilla and smoky woods at the forefront. It blends with the skin, leaving a creamy and slightly mysterious imprint, elegant yet comfortable for everyday wear. Its mix of musk and palo santo adds a sensual nuance without excess. It evokes nature and warmth in balance.
