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
