hydration

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
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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
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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. Dior Foundation 2N, Violette fr Eyeshadow Scarabée d’or & Ciel de Nuit, MAC Cosmetics Mascara Magic Extension, Charlotte Tilbury Bronzer Nudegasm Palette Soft Sculpt Contour Léger, Moira Beauty Eyebrow Gel 001 Clear, Make Up For Ever Lip Liner Artist Color 602 & Mixing Gloss + Bobbi Brown Lipstick Luxe Soft Berry 336
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Dior Foundation 2N, Urban Decay Eyeshadow, Pat McGrath Perma Precision Liquid Eyeliner, MAC Cosmetics Mascara Magic Extension, Moira Beauty Eyebrow Gel 001 Clear, NARS Blush Orgasm + Charlotte Tilbury Lips Icon Baby

Step into a gilded age in this Schön! online editorial photographed by Rex Yu + Jones Crow and modelled by Anna Lira with styling by Claudia, hair by Adrian Cobian, and make up by Suna Myles. 

make up. Dior Foundation 2N, Givenchy Eyeshadow Palette Le 9 de Givenchy, MAC Cosmetics Mascara Magic Extension, Brow Line Hourglass Voyeur, Bronzer Charlotte Tilbury Nudegasm Palette Soft Sculpt Contour Léger, Moira Beauty Eyebrow Gel 001 Clear, Make Up For Ever Lip Liner Artist Color 602 & Mixing Gloss + Lipstick Bobbi Brown Luxe Soft Berry 336
opposite
make up. Dior Foundation 2N, Givenchy Eyeshadow Palette Le 9 de Givenchy, MAC Cosmetics Mascara Magic Extension, Brow Line Hourglass Voyeur, Bronzer Charlotte Tilbury Nudegasm Palette Soft Sculpt Contour Léger, Moira Beauty Eyebrow Gel 001 Clear, Make Up For Ever Lip Liner Artist Color 602 & Mixing Gloss + Lipstick Bobbi Brown Luxe Soft Berry 336

make up. Dior Foundation 2N, Danessa Myrick White Pigment Color Fix Matt Lift, Pat McGrath Perma Precision Liquid Eyeliner, MAC Cosmetics Mascara Magic Extension, Eyebrow Gel Moira Beauty 001 Clear, NARS Blush Orgasm, Fenty Beauty Gloss Bomb Cream Color Drip Lip Cream Mauve Wives 01 + Honey Waffle 03
opposite
make up. Dior Foundation 2N, Violette fr Eyeshadow Scarabée d’or & Ciel de Nuit, MAC Cosmetics Mascara Magic Extension, Charlotte Tilbury Bronzer Nudegasm Palette Soft Sculpt Contour Léger, Moira Beauty Eyebrow Gel 001 Clear, MAC Cosmetics Blush Petal Powder, Make Up For Ever Lip Liner Artist Color 602 & Mixing Gloss + Lipstick Bobbi Brown Luxe Soft Berry 336

This Schön! online editorial has been produced by

photography. Rex Yu + Jones Crow
fashion. Claudia
model. Anna Lira @ Photogenics LA
hair. Adrian Cobian
make up. Suna Myles
studio. Sunbeam Studio