gilded relic

Just when you thought your shelfie had reached peak saturation, H&M and e.l.f. Cosmetics have teamed up for a multi-sensory launch turning a daily makeup routine into something far more atmospheric. The limited-edition eau de parfum trio marks H&M’s first-ever beauty-on-beauty partnership, while giving e.l.f. a double debut: its first step into fragrance and its first global fashion collaboration.

The collaboration, aptly named ‘Make It Make Scents’, takes the signature notes of e.l.f.’s most recognisable bestsellers and translates them into something visceral and emotive.

“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,” says Cathrine Wigzell, General Manager, H&M Beauty. “This collection reflects our shared belief in democratising access to high-quality beauty experiences.”

Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, adds: “The world is craving more liberation, imagination and self-expression. This is the best of beauty made accessible to the happy many.”

First in the lineup is Power Grip (Salty Drip), a fragrance that mirrors the hydrating, sticky success of its namesake primer. It’s a crystalline blend of eucalyptus, cedarwood and sea salts that feels like glassy teal light or a fresh, mineral grip on the skin. Then there is Halo Glow (Luminous Cloud), which drifts like a shimmering pearl dream. Combining magnolia, vanilla and amber, it’s an airy, romantic scent that feels as light and enchanting as a soft filter for the soul. Finally, Camo Blend (Nude Canvas) offers a more mysterious, transformative vibe. With notes of vanilla, musk and palo santo, it’s a creamy, smoky forest of a fragrance that blends seamlessly into the skin.

To celebrate this milestone, the brands have unleashed a high-energy campaign directed by the visionary music video director Tanu Muiño. Set to an original track titled ‘spritz. walk. waft,’ the video features choreography designed to maximise the spread of the scent, inviting us all to master the art of the ‘waft.’ Beyond the bottles, the collaboration includes limited-edition accessories that actually fit the aesthetic, like the Salty Grip Gripping Socks, a Luminous Cloud Charm and a Camo Blend Bowling Bag.

Launching on 29 January 2026, the trio of fragrances will be available in selected H&M stores worldwide and online. Discover more here.

photography. courtesy of H&M
words. Gennaro Costanzo

mask. Mantle The Miracle Mask Resurfacing Glow-up Mask

A beauty story photographed and art directed by Alva Nylander that examines sacred ritual and self-care, questioning the irony that true wellness is an internal state— one rarely attained through external treatments. The contradiction at the heart of skincare marketing is difficult to overlook. Rather than nourishing our skin, we may be sustaining consumerism while reinforcing personal insecurities. By presenting face masks as makeup, the work draws attention to the industry’s fixation on appearance, a focus often concealed beneath the language of health and self-love. Make up and hair by artist Moa Hurtig.

serum. THE ORDINARY AHA 30% + BHA 2% Peeling Solution
mask. Nimue Purifying Mask Retail
opposite
serum. THE ORDINARY AHA 30% + BHA 2% Peeling Solution
mask. Nimue Purifying Mask Retail

masks. Medicube Collagen Night Wrapping Mask +
Florence by Mills Low-Key Calming Peel Off Mask

masks. Medicube Collagen Night Wrapping Mask +
Florence by Mills Low-Key Calming Peel Off Mask
opposite
mask. NIMUE Purifying Mask Retail

mask. MANTLE The Green Mask + Peter Thomas Roth 24K Gold Mask Pure Luxury 5-Ounce
Lift & Firm Mask
opposite
mask. Peter Thomas Roth 24K Gold Mask Pure Luxury 5-Ounce Lift & Firm Mask

photography + art direction. Alva Nylander
hair + make up. Moa Hurtig
model. Sonja Sandin

make up. Violette_FR Boum Boum Milk, Sérum Superlatif Dulness Rescue, C’est La Cream + Lip Nectar – Bêtise

Hydration is beauty in this Schön! online editorial photographed by Ana Orozco and modelled by Anna Rud with art direction by Mia Birchall, make up by Hannah Davies, and hair by Marta Martineau. 

make up. Violette_FR Yeux Paint – Petite Culotte, Baume Shine, Bisou Blush – Louise + Bisou Balm – Mon Chéri

make up. Violette_FR Yeux Paint – Petite Culotte, Baume Shine, Bisou Blush – Louise + Bisou Balm – Mon Chéri

lipstick. Byredo

make up. Violette_FR Bisou Blush – Marnie + Bisou Jelly – Bonbon Caramel
opposite
make up. Violette_FR Plume Lip – Mon Chéri

make up. NARS Bronzing Powder + Laguna 02 Original

make up. Violette_FR Bisou Blush – Marnie + Plume Lip – Mon Chéri

make up. Charlotte Tilbury Matte Beauty Blush Wand – Pillow Talk
opposite
make up. Violette_FR Boum Boum Milk, Sérum Superlatif Dulness Rescue, C’est La Cream + Lip Nectar – Bêtise

make up. Violette_FR Boum Boum Milk, Sérum Superlatif Dulness Rescue, C’est La Cream + Lip Nectar – Bêtise

make up. Violette_FR Boum Boum Milk, Sérum Superlatif Dulness Rescue, C’est La Cream + Lip Nectar – Bêtise

make up. Violette_FR Yeux Paint – Petite Culotte
opposite
make up. Violette_FR Bisou Blush – Marnie + Bisou Jelly – Bonbon Caramel

This Schön! online editorial has been produced by 

photography. Ana Orozco
art direction. Mia Birchall
make up. Hannah Davies
model. Anna Rud @ Story Model Management
hair. Marta Martineau
lighting assistant. Ben Parish